When several online trackers could apply to the same visitor, only one number can be shown. This is the order Dynamic Number Insertion uses to decide.
Number Swap Priority
- Campaign trackers with Search match criteria
- Campaign trackers with Landing page match criteria
- Campaign trackers with Referral match criteria
- Campaign trackers with Campaign Parameter match criteria
- Campaign trackers with Direct match criteria
- Campaign trackers with Always Swap criteria
- Number Pool trackers
The first rule a visitor matches wins, and no further rules are considered.
Why Campaigns Beat Number Pools
Every campaign tracker outranks every number pool. That's deliberate, and it's the behaviour to plan around when you run both.
A number pool tracks everyone, so it will match any visitor. If it were checked first it would always win and your campaign trackers would never show. Putting campaigns first means a visitor who matches a specific campaign gets that campaign's number, and everyone else falls through to the pool.
The practical effect: a paid search visitor sees your paid search number, a visitor from a partner site sees the referral number, and general traffic sees a pool number. Each is attributed to the right place.
Planning Around It
- Specific beats general. If a campaign tracker is capturing traffic you wanted attributed to a pool, narrow the campaign's match criteria rather than changing the pool.
- Always Swap is close to last. A tracker set to Always Swap outranks only number pools, so it will catch anything not matched by a more specific campaign — useful as a catch-all, but it will suppress your pool entirely if you have one.
- Overlapping campaigns are resolved by this list, not by which you created first. Two campaigns that could both match are decided by criteria type, so check where each sits above.
See Setting up a Campaign Tracker for how each match type is configured.