For trades, medical practices, salons, consulting and law firms

Calls are conversions. Finally measurable.

From the ad click through the site visit to the answered call — and on to the real order value. Call tracking with the full journey instead of an isolated ring counter.

For service businesses, the revenue happens on the phone — and shows up in no ad account. Until now.

Book a demo See the call journey
The client owns their phone numbers
Qualified, not just ringing
Order value can be added later
TIMEATTRIBUTED TOEVERY EARLIER TOUCH — AND WHAT IT MEANS21 Sep, 17:41Google AdsCall · 6:12 minGoogle Ads 21 Sep · 17:24 · /offer›Google Ads 21 Sep · 17:37 · /offerGoogle Ads 21 Sep · 17:41 · /offer17 minThree visits, one click ID: that was ONE paid click followed by return visits.The call came on the third — Google only ever sees the first.21 Sep, 19:27google.comCall · 2:48 minGoogle Ads 18 Sep · 07:03 · /services›google.com 21 Sep · 15:53 · /pricinggoogle.com 21 Sep · 19:27 · /contact4 daysFirst contact was an ad, four days earlier. Credit goes to the last contact —both sit here side by side instead of contradicting each other.21 Sep, 18:13MetaMissed · 0:41 minchatgpt.com 19 Sep · 21:40 · /guide›Meta 21 Sep · 18:02 · /lp/buyMeta 21 Sep · 18:13 · /lp/buy2 daysHung up after 41 seconds, nobody picked up. A missed call is not a conversion —it still shows up here, along with the campaign that produced it.21 Sep, 17:48ecosia.orgCall · 11:03 minecosia.org 10 Sep · 11:00 · /coins›ecosia.org 21 Sep · 17:49 · /coinsecosia.org 21 Sep · 17:48 · /coins11 daysEleven days between first contact and call. Measure same-day only and you seenothing of this journey.= the session the call came frompaid clickorganic / referralMetaAI source21 Sep, 17:4117 minGoogle AdsCall · 6:12 minGoogle Ads 21 Sep · 17:24 · /offerGoogle Ads 21 Sep · 17:37 · /offerGoogle Ads 21 Sep · 17:41 · /offerThree visits, one click ID: that was ONE paidclick followed by return visits. The call cameon the third — Google only ever sees thefirst.21 Sep, 19:274 daysgoogle.comCall · 2:48 minGoogle Ads 18 Sep · 07:03 · /servicesgoogle.com 21 Sep · 15:53 · /pricinggoogle.com 21 Sep · 19:27 · /contactFirst contact was an ad, four days earlier.Credit goes to the last contact — both sithere side by side instead of contradictingeach other.paid clickorganic / referralMetaAI source
Four calls exactly as they appear in the backend — with everything that came before. Sample data in the real layout; attribution is last non-direct.
100 %
captured server-side —
the phone system reports, not the browser
from 30 s
a call counts as qualified —
threshold configurable per client
automatic
order value comes back as soon as the deal is won in the CRM
or the invoice is paid in accounting — adding it by hand stays possible
From click to ring

Which ad made the phone ring?

Dynamic number insertion links the call to the caller's website session — including campaign, ad and click ID. The phone system (e. g. Sipgate) reports start, pickup and duration straight to the server.

Ad clickwith click IDSessioncampaign, adPhone numberfrom the poolCallstart, durationAd accountas a conversionThe number is the thread between click and ring. Ad clickwith click IDSessioncampaign, adPhone numberfrom the poolCallstart, durationAd accountas a conversionThe number is the thread between click andring.
Dynamic phone numbers: the call finds its way back to the ad that triggered it.
  • Dynamic number insertion (DNI)Every visitor from paid traffic sees their own tracking number. The call report shows the source for each call, down to the individual Google Ads click.
  • Qualified, not just ringingA call only counts as a conversion above a configurable talk time — misdials and instant hang-ups don't distort your Smart Bidding.
  • Call intelligenceNew vs. repeat callers, conspicuously short conversations, calls outside business hours — plus a weekday-by-hour view that shows when calls are lost. Missed calls during ad hours are burned budget.
  • Appointments count just the sameBookings from Microsoft Bookings, Calendly and Cal.com run server-side through the same pipeline as calls — with the same campaign attribution. For medical practices, law firms and consultants, the online booking is often the real conversion.
  • Booking link clicked — that already countsMany practices, salons and studios don’t take bookings on their own site but on Shore, Treatwell, Doctolib, Fresha, Booksy, Timify, Planity, Calendly and the like. The click over there is the booking intent — and goes to Google Ads, Meta, GA4 and Microsoft Ads as its own event, with the campaign that triggered it. Add your own booking domains if needed. It is enabled per client; the confirmed booking stays a separate event.

Example: what a call journey looks like with us (sample data)

  1. Tue · 09:14
    Click on a Google Ads ad
    Campaign “Consulting Berlin” · click ID captured
  2. Tue · 09:15
    Website visit
    DNI shows the tracking number for this session
  3. Tue · 09:21
    Call · 4:32 min
    Qualified call → conversion in Google Ads, attributed to the campaign
    qualified_call ✓
  4. Wed · 11:02
    Order · €1,850
    Value write-back: Google Ads receives the real order value after the fact
    Value transferred
Silo vs. journey

Anyone can count calls — attributing them is the difference.

Classic call-tracking silo
  • Counts calls — but knows neither campaign nor click
  • Every misdial counts the same as a 20-minute consultation
  • No link to the order value that follows
  • A separate dashboard that nobody maintains next to Google Ads
uncoverflow call journey
  • The call is part of the web journey — down to the individual Google Ads click
  • Qualification by talk time, threshold configurable per client
  • Order value comes back automatically from CRM and accounting — Smart Bidding learns on paid invoices instead of form submissions
  • Everything in one report: web, calls, purchases, ad spend

Let's work out together how many of your orders start on the phone.

Book a demo
The client owns their phone numbers · no lock-in
The difference in the ad account

Without call tracking, Google optimizes past your best customers.

Trades, consulting, medical practices, law firms: the most valuable customer calls instead of sending a form. A pixel setup sees none of it — Smart Bidding then learns on form clickers instead of callers. As soon as qualified calls are uploaded as conversions, the picture turns around.

Calls visible in the ad account

Pixel setup
0 %
With uncoverflow
100 %
Share of calls visible as a conversion in the ad account. A browser pixel cannot capture calls by design — the phone-system connection reports every answered call server-side.
You ask your data
Which campaign brings callers who actually buy?
Example answer from the call report (sample data)
Of 47 qualified calls in the last 90 days, 31 came from “Consulting Berlin” — 9 turned into orders (avg. €1,640). “Emergency service” brings more calls (52), but only 2 closes. Per call, “Consulting” is worth 7× more.
Example from a real account
58 %
of one real client's inquiries & closes
would have been missed by a pixel-only setup
€1,552
in documented order value behind it
over 30 days of parallel measurement

In lead businesses exactly that share happens on the phone, in the form and in the appointment — and is missing from a pixel setup.

Form funnel

Seen, started, submitted, abandoned — and the field where most people give up. No changes to your form.

Source inside the form

Hidden fields receive channel, campaign and click ID from the server. The enquiry email tells you which ad brought it.

WhatsApp and email

Clicks on the WhatsApp link and the email address count as contact clicks, secondary and separate from proven enquiries. Everything for lead businesses →

Frequently asked

Answered briefly.

Do I have to hand over my phone numbers?
No — and this matters to us: you (or your client) own the numbers, we only get connected technically. No vendor lock-in through phone numbers, no porting pain if you switch providers.
Which phone system do I need?
One with an event interface — Sipgate is integrated out of the box, other systems can be connected via the generic webhook format. The system reports start, pickup and duration; uncoverflow does the rest.
Does every call count as a conversion?
No. Only above a configurable talk time (default: 30 seconds, answered) does a call become a qualified call and get uploaded as a conversion. Misdials and instant hang-ups stay out — your Smart Bidding learns on real conversations.
Are calls recorded?
No. The phone system only sends event data: start, pickup, duration and phone number. No audio, no transcription — the content of a conversation never leaves your phone system and is stored nowhere with us.
How risky is switching over?
Not very: we start with 30 days of parallel operation. Your existing tracking stays on the whole time, we measure alongside it and compare afterwards. 30-day parallel run · runs alongside your existing tracking · cancellable monthly.
Read on

This goes with it.

Services & leads →

No shop? Forms, calls, WhatsApp and appointments as conversions with value — from €199 per month.

AI & data chat →

Ask your call data in plain English — which campaign brings callers who buy?

ROAS & ad spend →

Calls, appointments and orders next to ad spend per channel — including the revenue that only comes back via CRM and accounting.

Let's talk for 30 minutes.

We'll work out with you how many of your orders start on the phone and show up in no ad account — and what that means for your bidding.

Book a demo Or start with a keyword analysis for your market →
Reply within 24 hours on business days · conversations in German or English · no lock-in, cancellable monthly