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Determine whether a phone call was generated by a visitor on your website or by someone dialing one of your static promotional numbers directly.
Invoca is migrating Dashboards and Reports to the newer Insights & Analytics experience. See Insights & Analytics: Getting Started Guide to check out the new experience.

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Overview

Invoca tracks calls that come from two different sources: calls generated when a website visitor sees a phone number that Invoca dynamically swapped in (a ringpool number), and calls made directly to a static promotional number that isn’t swapped. Knowing which source generated a call helps you understand whether your website’s dynamic number insertion is driving the conversation, or whether the caller found your static number some other way, such as a print ad or a business listing.

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Prerequisites

To follow these steps, you’ll need access to the Calls detail report in your Invoca account, along with permission to view call-level reporting data.

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Steps

  1. Navigate to the Calls detail report in your Invoca account.
  2. Locate the specific call you want to review.
  3. Find the column labeled Media Type in the report. If this column isn’t visible, use the report’s column settings to add it.
  4. Check the value in the Media Type column for that call:
    • If Media Type shows Pooling, the call originated from your website. The visitor saw one of your Invoca ringpool numbers and dialed it.
    • If Media Type shows anything other than Pooling, the call originated from a static phone number rather than from a website visit.

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Why this matters

The Media Type value is the definitive signal Invoca uses to distinguish web-driven calls from calls to static numbers. Ringpool numbers are the pool of phone numbers Invoca dynamically assigns to website visitors so that each session’s number can be tracked back to a specific marketing source. Because these numbers are swapped in specifically for tracking, any call to one is confirmed to have come from the website. Calls with any other Media Type value came in through a number that wasn’t dynamically swapped in for that specific visit, meaning the caller reached that number through some means other than the tracked website session, such as an advertisement, a business directory, or a saved contact. You can use the Media Type value alongside other columns in the Calls detail report, such as marketing source or campaign, to build a fuller picture of which channels are driving calls to your business.
Last modified on September 30, 2026