Enabling Target Call

To enable Target Call:

  1. Add the number in the Target Call interface.

Step 1. Marking phone numbers on your site

Tip. You need HTML knowledge in order to complete this step. If you don't have these skills, contact your website developer or webmaster.

Each phone number on your site must be set apart using markup elements (span, div, p, li and so on). For example:

<div id="ya-phone-1">+7 (495) 123-45-67</div>


<span class="ya-phone">+7 (495) 123-45-67</span>


  • +7 (495) 123-4567 is your phone number.
  • id and class are attributes of the substitution elements.
  • ya-phone and ya-phone-1 are element names.

If the number is shown several times on the page, we recommend using the class attribute.

The set parameters will need to be indicated when connecting the number in the Target Call interface.

Note. You can also set up substitution for a number that is shown as a link or image.

Step 2. Connecting a Target Call number

Click Connect number on the page.

When making the first connection, you must confirm your agreement with the offer. After confirmation, a window will open where you can add a number.

To connect the number:
  1. Select the tag that the number will be substituted for on your site.
  2. In the Internal number field, indicate your phone number where you usually receive calls from site users.

The system assigns a number automatically. Funds will start being deducted after you click the Add number button.

Step 3. Setting up traffic sources

You can indicate one or more types of traffic sources in the Traffic section to display the number when receiving traffic from them. You may choose to abstain from linking your issued number to any source, using it only in offline advertising instead.

Additional linking conditions are available if you selected only one source type:

When Ad traffic is selected, the number is substituted for traffic from ads in the indicated ad systems.

To enable substitution:

  • In Yandex.Direct, select the Add _openstat tag to links option in the settings for each ad campaign (see the section Parameters passed into ad URLs in the Help for Yandex.Direct).
  • In Yandex.Market, select the External statistics option in the placement settings (see the Help for Yandex.Market).
  • In all other advertising systems, add the advertising system's tag to the ad's link. For more information about ad tags, see the section "Advertising systems" report.

Additional possibilities are available for the Yandex.Direct source:

  • Number substitution for separate ad campaigns.

    You can select one or more campaigns if the tag was created under the same account (username) as the campaigns in Yandex.Direct. If the tag was created under a different account, you can move it to the Yandex.Direct account.
  • Substitute the number both on your website and in your vCard.

    To substitute the number in a vCard, follow these steps:

    1. In the Yandex.Direct interface, click the Parameters link next to your ad campaign.
    2. In Metrica tags, enter the ID of the tag that you want to assign substitution rules to. If you have already entered multiple tags, this tag must be the first in the list.

Also make sure that the vCard specifies the phone number that you entered as the Internal number when activating Target Call.

If you didn't indicate any advertising systems, the substitution will occur for all ad traffic.

Step 4. Setting up number replacement rules on the site

In the Replacement parameters section, enter the parameters you used when marking phone numbers on the site.

For example, if you marked a number using the class element with the name ya-phone:

<span class="ya-phone">+7 (495) 123-45-67</span>

you should fill in the Replacement parameters section like this:

In the Replacement text field, use substitution macros to enter the display format for the substitution number on the site. For example, in order for the number on the site to be displayed in the format 8 (495) 111 11 11, use the macro 8 ({code}) {phone_space}.

Number substitution macros and syntax examples


+7 (495) 111-11-11








111 11 11

Attention. We recommend entering macros, not the actual assigned number. When connecting new numbers, previously entered substitution parameters are automatically inserted in the fields, so if you are using macros, you will not have to manually edit these parameters.
How numbers are displayed for site users

Let's look at an example when the site owner is connecting a single number for substituting on clicks from Yandex Search.

The number on the site is marked like this:

<span class="ya-phone">+7 (495) 123-45-67</span>

where +7 (495) 123-45-67 is the internal number of the site owner.

The user goes to the site from Yandex Search. Tag #XXXXXX is triggered on the site, and detects the traffic source as Yandex Search. This source is checked for in the connected numbers. In this case, a match is found: a number is connected for the Yandex search system.

Next, the number is substituted on the site according to the data in the Replacement parameters section. In this case, the number +7 (495) 123-45-67 will be replaced with the {full_phone} pattern from the Replacement text field. According to this pattern, the site will display the assigned Target Call number in the format +7 (495) 111-11-11.

The system remembers the current user for 30 days. If the user returns to the site from any traffic source during this time, the assigned Target Call number will be displayed as previously.

Wait 15 minutes after setting up Target Call, then test how the number is substituted.

Step 5. Checking number substitution

To check how the number is substituted for clicks from the Sites, Search engines, and Social networks sources, go to your site from any of these sources.

Number substitution for clicks from Advertising systems is determined by tags in the source address. The advertising system usually appends the following tags to the link to your site (depending on the selected traffic source):

  • If the Yandex.Direct source is selected, but ad campaigns are not selected — "?_openstat=direct.yandex.ru;;;".
  • If the Yandex.Direct source is selected and ad campaign #111111 is selected — "?_openstat=direct.yandex.ru;111111;;".
  • If the Yandex.Market source is selected — "?_openstat=market.yandex.ru;;;".
  • If the Yandex.Media ad source is selected — "?_openstat=yadisplay;;;".
  • If a different source is selected, such as Google Adwords — "?utm_source=google".

To check how the number is replaced when clicking through from other advertising systems, you can add the appropriate tag to the link. To do this, use the complete list of tags.

To check how the number is replaced when clicking from these sources, follow these steps:
  • In the browser's address bar, append the appropriate tag to the address of your site.
  • Go to the resulting link.

Step 6. Checking number redirection

15 minutes after setting up Target Call, call the number that was issued. If the call is redirected to your internal number, Target Call is working correctly.

If the call is not redirected, check:

After connecting the number and setting substitution parameters, you can start tracking reports.