Call tracking numbers answer it. A number pool in GoHighLevel is a group of phone numbers that all forward to the firm's main line, and the website swaps a different number for each visitor, so each call is tied to the source and, for paid search, the keyword. The bottom line: without tracking numbers, a firm knows the phone rang and not why, and it cannot tell which ad produced a signed client.
How number pools work
Third party GoHighLevel tutorials describe a number pool as a set of unique numbers that forward to a single business line, with a code on the website that swaps the number shown to each visitor session based on how they arrived. When a visitor calls, the call is matched to the visit, and the source and keyword appear in the Call Report. GoHighLevel's Call Details trigger can be filtered by number pool, so a workflow can respond differently to calls from different pools. Two limits: calls to a pool number can only be forwarded to the destination set for that pool, and, according to a call tracking vendor, the pool must be sized to peak concurrent visitors, not monthly visits, because numbers are reused.
Source numbers and pool numbers, compared
| Method | Best for | Limit |
|---|---|---|
| One static number per source | Print, radio, billboards, one number per practice area | Cannot tie a call to a visitor session |
| A pool with website number swapping | Paid search and website traffic | Needs enough numbers and a website script |
| Both together | Firms with online and offline ads | More numbers to manage |
A NextPhone guide says Google Local Services Ads break normal call tracking, with no number swapping and no pools, so for LSA calls use Google's own call reports.
Legal advertising and recording
Tracking numbers appear in advertising, so bar rules on required contact information apply. The New York State Bar Association notes that a legal communication must still include the name of an attorney or the firm and a phone number, physical address, or web address that a prospective client can use to reach the firm. Recording is a second issue. Eleven states, including California, Florida, Illinois, Pennsylvania, and Washington, require all parties to consent to recording, according to Rev, and call tracking systems often record. Growthable's GoHighLevel call tracking guide reminds users to follow local regulations on recording calls. Add a recorded notice to the greeting, and ask counsel whether tracking numbers raise any issue under your state's advertising rules.
Build it in GoHighLevel
- Go to Phone System and create a call tracking number pool, choosing which visitors to track and how many numbers the pool holds.
- Set the forwarding destination to the firm's main intake line.
- Copy the swap script and add it to the firm's website, then test that the number changes with different sources.
- Turn on Call Connect and a recording notice on the intake line.
- Build a workflow with the Call Details trigger filtered to the pool that creates or updates a contact and records the source on the opportunity.
- When a matter is signed, keep the source field, and review sources monthly against retained matters, not only calls.
Worked example
For example, if a firm's ads produce 120 calls a month and 30 are new matters, and 6 of those retain the firm, the retained rate is 5 percent of calls (6 of 120). If one source produced 60 calls and 1 retained client while another produced 20 calls and 4 retained clients, the second source is four times better per call despite fewer calls.
Mistakes to avoid
- Counting calls, not signed matters. Tie the source to retained clients.
- A pool that is too small. Numbers are reused, so size it to peak traffic.
- No recording notice. All party states require consent.
- Assuming it works with Local Services Ads. Those calls need the platform's own report.
How this was handled before
Firms asked callers how they heard about the firm, and receptionists wrote the answer on the message. Answers were unreliable. Call tracking numbers were first used in print and radio, and website number swapping brought the same idea to paid search.
What to measure after launch
Track calls by source, new matters by source, retained clients by source, and cost per retained client. Move budget toward sources with the lowest cost per retained client.
Check before you switch it on
US text messages sent from a standard 10 digit number need A2P 10DLC registration. The HighLevel support portal says registration is required for texts to US recipients from 10 digit long code numbers and that toll free numbers do not require it. HighLevel's opt in guidelines also say a person cannot be forced to agree to text messages in order to submit a form, so keep the consent box optional. One compliance guide separates informational texts, which need documented consent, from marketing texts, which need prior express written consent. Ask your attorney which category your reminders fall into. Confirm that your intake line's greeting includes the recording notice and that your advertising shows the contact information your bar requires. This is general information, not legal advice.
Questions people ask
How do number pools attribute calls?
A site script swaps a pool number for each visitor, and a call to that number is matched to the visit's source and keyword, according to third party GoHighLevel guides.
Do tracking numbers work for Local Services Ads?
A vendor guide says LSA breaks normal call tracking, with no number swapping.
Do call tracking calls need a recording notice?
In all party consent states, yes. Rev lists eleven such states.
Ready to try it yourself? Start a GoHighLevel account here.
You can also see this in action in our GoHighLevel capabilities demo.