Call Tracking Campaigns

Call Tracking lets you assign phone numbers to marketing campaigns, route inbound calls to a destination of your choice, and attribute calls to sources, mediums, and campaigns for analytics and conversion tracking.

Purpose

Use this module to:

Create campaigns that represent marketing channels or initiatives
Assign one or more DIDs to each campaign as tracking numbers
Route inbound calls to external numbers or existing OPBX destinations
Define conversion rules based on call duration and disposition
Send converted calls to Google Ads and Meta for offline attribution
Deliver webhook notifications for call events

Campaigns

A campaign groups together a source (for example, google), a medium (for example, cpc), a routing destination, and conversion rules. When a call arrives on a tracking number assigned to a campaign, OPBX creates a session and attributes it to that campaign.

Campaign Status

Status	Behavior
Active	Calls are tracked, routed, and reported
Inactive	The campaign is ignored; calls to its tracking numbers are not attributed

Set a campaign to Inactive when you are not currently running the associated marketing initiative.

Destination Types

Each campaign defines where inbound calls are sent.

Destination Type	Config Field	Best For
Forward	`forward_to`	Route to any external E.164 number
Extension	`extension_id`	Route to a specific user extension
Ring Group	`ring_group_id`	Distribute across a department
Business Hours	`business_hours_schedule_id`	Time-based open/closed routing
Conference Room	`conference_room_id`	Dedicated conference bridge
IVR Menu	`ivr_menu_id`	Automated menu routing
AI Assistant	`ai_assistant_id`	AI voice agent handling
AI Load Balancer	`ai_load_balancer_id`	Distributed AI agent routing

tip

The campaign form in the web UI exposes Forward, Extension, and Ring Group by default. All destination types are available through the API.

DNI and Number Assignment

Dynamic Number Insertion (DNI) swaps the phone number displayed on your website based on the visitor's UTM parameters. See Call Tracking DNI for installation instructions.

Assign a Tracking Number

Open a campaign and select the Tracking Numbers tab
Click Add Number
Choose an existing DID from the Phone Numbers module
Enter an optional friendly name (for example, "Google Ads — San Francisco")
Save

When you assign a DID to a campaign, OPBX updates the DID's routing type to call_tracking and points it at the campaign. You can assign multiple numbers to one campaign or dedicate one number per campaign.

Tracking Number Status

Status	Behavior
Active	Eligible for DNI swaps and routes calls to the campaign
Inactive	Ignored by DNI swaps; calls are still routed by the DID configuration

Conversion Rules

A conversion rule decides whether a tracked call counts as a conversion.

Field	Default	Description
Require answered disposition	`true`	Only `CONNECTED` or `ANSWERED` dispositions can convert
Min answered duration (seconds)	`30`	The call must last at least this many billable seconds
Conversion value	none	Optional monetary value attached to each conversion

OPBX evaluates the rule when a session is created from a Call Detail Record (CDR). If the call meets all enabled conditions, is_converted is set to true and the configured conversion value is stored on the session.

Ad-Platform Integration

Call Tracking can upload converted calls to Google Ads and send them to the Meta Conversions API.

Enable Uploads

Go to Call Tracking → Integrations
Configure your organization-wide Google Ads and Meta credentials
Open each campaign and enable the desired upload toggles
Define the campaign conversion rules

Both the organization integration and the campaign toggle must be enabled before conversions are uploaded.

Google Ads

OPBX calls the Google Ads API customers/{customer_id}:uploadCallConversions endpoint for each converted session. Required settings:

Developer token
Refresh token
Customer ID
Conversion action resource name

Meta Conversions API

OPBX posts a Contact event to the Meta Conversions API for each converted session. The caller phone number is SHA-256 hashed before being sent. Required settings:

Pixel ID
Access token

Notification Settings

Each campaign can send webhook notifications for call events.

Supported Events

Event	Fired When
`call.received`	A call is received on a tracking number
`call.answered`	The call is answered
`call.completed`	The call ends
`call.converted`	The call meets the conversion rule

Authentication

Method	Behavior
None	No authentication header is sent
Bearer Token	Sends `Authorization: Bearer <token>`
Basic Auth	Sends `Authorization: Basic <username:password>`

tip

Use the Test Webhook button to send a sample call.received payload and verify connectivity. Authorization headers are redacted in the delivery log.

Webhook Payload

{
  "event": "call.converted",
  "event_id": "uuid",
  "timestamp": "2026-06-25T12:34:56+00:00",
  "organization_id": 1,
  "campaign": { "id": 5, "name": "Google Ads — HVAC" },
  "tracking_number": "+14155551234",
  "caller_number": "+14155559876",
  "source": "google",
  "medium": "cpc",
  "duration": 87,
  "billsec": 72,
  "is_answered": true,
  "is_converted": true,
  "conversion_value": 45.0
}

Permissions

Action	Owner	PBX Admin	PBX User	Reporter
View campaigns	Yes	Yes	Yes	Yes
Create campaigns	Yes	Yes	No	No
Update campaigns	Yes	Yes	No	No
Delete campaigns	Yes	Yes	No	No
View tracking numbers	Yes	Yes	Yes	Yes
Create tracking numbers	Yes	Yes	No	No
Update tracking numbers	Yes	Yes	No	No
Delete tracking numbers	Yes	Yes	No	No
Configure ad-platform integrations	Yes	Yes	No	No

UI Workflow

Create a Campaign

Navigate to Call Tracking → Campaigns
Click New Campaign
Enter a campaign name
Optionally enter a source and medium for attribution
Choose a destination type and fill in the destination details
Set conversion rules
Enable Google Ads or Meta uploads if desired
Save the campaign

Add a Tracking Number

Open the campaign detail page
Select the Tracking Numbers tab
Click Add Number
Select a DID and enter an optional friendly name
Save

Configure Webhooks

Open the campaign detail page
Select the Notifications tab
Enter the webhook URL
Choose an authentication method
Select the events to send
Save and test the webhook

Key Data Fields