Call Tracking for Print and Radio
Call tracking for print and radio gives each newspaper, magazine or radio station its own fixed UK number, so every call is credited to the advert that prompted it. Call Bullet shows calls by the hour, which lets you see the spike after a radio slot airs and compare publications on cost per call.
Last updated · Call Bullet
Why do print and radio need their own numbers?
Print and radio are expensive, and media sellers report reach, not results. A dedicated number per outlet is the only direct evidence of which ones produce enquiries.
If the same number appears in the local paper, a trade magazine and on the radio, you cannot tell them apart. One number per outlet solves that.
How should you allocate numbers across print and radio?
Split numbers by the decision you want to make.
| Decision | Number setup |
|---|---|
| Which publication works best? | One number per publication |
| Which advert size or position works? | One number per size or position in the same publication |
| Which radio station works best? | One number per station |
| Morning or afternoon slots? | One number per daypart, or read calls by hour |
| Is the creative working? | Change the creative while keeping the number, then compare periods |
What makes a good radio number?
Radio listeners must remember a number they hear once or twice. A local area code helps — Manchester listeners recognise 0161, Birmingham listeners 0121 — and a number with repeated or sequential digits is easier to recall.
Say the number at least twice in the advert, and pair it with something simple such as your business name so people who forget can still search for you.
How do you read calls after a radio advert airs?
Radio calls usually arrive soon after a slot airs. Call Bullet logs the exact time of each call, so you can line calls up with your broadcast schedule and see which slots produce a response.
For print, response is slower and spread out: a weekly paper may produce calls for a week, a monthly magazine for much longer. Compare publications over the full life of each issue, not just the first few days.
How do you set up print and radio tracking?
Prepare numbers before artwork or scripts are signed off.
- List each publication and station you plan to use.
- Choose a fixed number for each on Buy numbers, favouring local codes and memorable digits for radio.
- Name each number in Call Bullet after its outlet and start date.
- Send the right number to each media seller with the artwork or script.
- Ring each number once before the advert runs to confirm it forwards.
- After the campaign, compare calls, answered rate and cost per call by outlet.
How do you judge cost per call fairly?
Divide what you paid each outlet by the calls to its number. Then listen to a sample of recordings: a cheaper outlet that produces sales enquiries beats a cheaper one that produces wrong numbers.
Remember that some listeners and readers will search your name instead of dialling the advert number, so treat dedicated-number counts as a minimum. Our offline advertising guide explains how to estimate that wider effect.
What are the limits?
If people misremember a radio number, their calls are lost; that is why memorable numbers and repetition matter. Numbers should also stay live after the campaign — old print copies keep circulating. For choosing between number types, see static vs dynamic call tracking.
Key takeaways
- Use one fixed number per publication or station.
- Pick local, memorable numbers for radio and say them twice.
- Read radio calls by the hour against your broadcast schedule.
- Judge print over the full life of each issue.
- Treat dedicated-number counts as a minimum, then check recordings.
Frequently asked questions
Can I track a single radio advert?
Yes. Use a number only that advert uses, or read calls by time against when it aired.
Should radio numbers be local?
Usually yes. Listeners recognise and remember local area codes more easily than unfamiliar numbers.
How long should I keep a print tracking number?
Keep it for as long as copies might still be read — often many months for magazines.
Can I compare print with Google Ads?
Yes. All calls sit in one Call Bullet log, so you can compare cost per call across both.
Do I need a number for each advert size?
Only if you want to compare sizes or positions in the same publication.
Can calls be recorded?
Yes, if you switch recording on and tell callers, as UK GDPR requires.
See which marketing makes your phone ring
Start with one UK tracking number or a full website pool. Every call is recorded, transcribed and traced back to its source.