Number Pool Call Tracking Now Labels More Ad Platforms, AI Referrals

TL;DR

HighLevel's number pool call tracking now identifies calls from Facebook, TikTok, LinkedIn, Microsoft (Bing) ads, and Google ads clicked in apps. It also shows calls from AI tools like ChatGPT. No action is required; tracking scripts update automatically.

Who this affects

HighLevel has not confirmed who this affects. Agency owners using number pools for call tracking, particularly those running paid ad campaigns on various platforms, should review this. This update provides more granular source data for client campaigns.

What changed

Call tracking now labels Facebook ad calls as "Facebook Paid." Calls from TikTok, LinkedIn, Microsoft (Bing) ads, and Google ads clicked in apps are now labeled by their platform. If an ad link uses utm_medium=cpc, the source shows as the platform plus "Paid" (e.g., "Bing Paid"). Visits from ChatGPT and similar AI tools show up as their own source. Number pool tracking scripts update automatically. These changes apply only to new calls, not past calls. Some calls may still show as "Direct" if the browser hides the origin and no ad tracking code is present. If a link has multiple ad tracking codes, the first match wins (Google, then Facebook, TikTok, LinkedIn). HighLevel has not confirmed any limits, plan gating, or rollout status for this feature.

Where to find it

HighLevel has not published the exact location yet. This information will appear in call reports and call details within the HighLevel platform. Expect to see the updated source labels when reviewing individual calls or aggregate call data for campaigns using number pools.

How agencies will use this

An agency running a lead generation campaign for a car dealership client might track inbound calls using a HighLevel number pool. Previously, calls from a TikTok ad might have shown as "Direct" or a general "Paid" source. With this update, a call originating from a TikTok ad that uses the utm_medium=cpc parameter will now explicitly show as "TikTok Paid" in the call details. This allows the agency to accurately attribute leads and conversions back to specific ad platforms beyond just Google or Facebook, providing clearer ROI for the dealership. If the client's ad links do not use the utm_medium=cpc parameter but are from one of the recognized platforms, the call will still be labeled with the specific platform, such as "TikTok." This level of detail helps an agency demonstrate value and optimize ad spend across diverse channels.

Our take

This is a standard, minor update. It provides useful, more granular attribution data for agencies running multi-platform ad campaigns. It's a quality-of-life improvement for reporting and optimization, but it's not a fundamental shift in how call tracking operates. It improves data accuracy in call reports. While not a "must-action" item, agencies should be aware of the enhanced reporting capabilities and use the new data to better inform client campaign strategies.