a system and method for enhanced tracking of calls resulting from referrals to a website from third party servers includes the steps of identifying a tracking parameter , dynamically allocating a phone number to the tracking parameter , displaying the dynamically allocated number on a web page , and tracking calls received on the number . the dynamically allocated number may replace an existing number on the web page . the tracking parameter can be a keyword used in a search , an identifier of the referring website , or any other parameter , including combinations thereof . the tracking parameter may be included in the referring url , the url of the website , or in the body of a web page . in some embodiments , the call tracking capability is provided by a service provider other than an operator of the merchant website and javascript is used so that the process is easy to implement by the merchant website .