AdCalls
AdCalls is a Dutch dynamic call tracking platform that swaps phone numbers on a website to attribute calls to the originating session, campaign and keyword. It is operated by AdCalls B.V. in Apeldoorn (Netherlands) and is one of the leading European call tracking solutions.
What does AdCalls do?
What is AdCalls?
AdCalls is a Dutch call tracking platform operated by AdCalls B.V. from Apeldoorn. The service injects a JavaScript snippet that performs Dynamic Number Insertion (DNI) on the website: when a visitor arrives via a tracked campaign, the displayed phone number is swapped with a unique tracking number. When the visitor calls, AdCalls links the call back to the originating session, campaign, keyword and Google Click ID, and pushes the conversion to Google Ads, Microsoft Ads or analytics tools.
Cookies and data collected
AdCalls sets first party cookies on the visitor terminal to remember the assigned phone number, the campaign, the gclid and the session ID. The script also reads the referrer, UTM parameters and the IP address. When call recording or transcription is enabled, the audio content and a textual transcript are stored alongside the metadata. AdCalls keeps call metadata for a configurable retention period (typically 13 months).
GDPR and ePrivacy implications
Call tracking cookies and DNI identifiers fall under Article 5(3) ePrivacy and the Dutch Telecommunicatiewet 11.7a. The phone number, recording and transcript are personal data of the caller under Art. 4(1) GDPR. The Dutch DPA (Autoriteit Persoonsgegevens) has issued specific guidance: prior consent is required for tracking cookies, and recording requires its own legal basis plus a notice played at the start of the call.
Consent requirements
Gate the AdCalls script behind a Consent Management Platform: load only after the visitor accepts the analytics or marketing category. If consent is denied, fall back to the static fallback number that does not enable attribution. For call recording, play a clear opening notice (e.g. This call may be recorded) and offer an opt out. AdCalls supports the IAB TCF for granular signalling.
Data residency and transfers
AdCalls B.V. hosts its platform in the Netherlands and routes calls through Dutch and European telecom providers. There is no systematic transfer outside the EEA for the base service. Conversion uploads to Google Ads, Microsoft Ads or Meta will however transfer the call event metadata to the US under the EU US Data Privacy Framework.
Practical compliance steps
Sign the AdCalls DPA, gate the DNI script in your CMP, configure a fallback number for visitors who decline consent, enable a recording notice if recording is used, document AdCalls and its telecom sub processors in your record of processing, run a DPIA when recording or CRM enrichment is enabled and disclose AdCalls in your privacy notice with the retention period.
AdCalls and the GDPR
AdCalls is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- AdCalls writes and reads non essential cookies on the visitor terminal (call tracking, attribution, session). Under Art. 5(3) ePrivacy and the Dutch Telecommunicatiewet article 11.7a, prior consent is required (Art. 6(1)(a) GDPR). Telephone calls are personal data: the call recording and transcription pipeline requires its own legal basis (consent for B2C, legitimate interest with notice for B2B in some jurisdictions) and clear notice to callers.
- Risk level
- medium
- Applicable regulations
- GDPR, ePrivacy Directive (Cookie Law), Dutch Telecommunicatiewet, national wiretapping laws on call recording
Impact assessment (DPIA)
AdCalls combines online tracking (cookies, IP, attribution data) with offline data (phone calls, optional call recording and transcription). A DPIA is appropriate when call recording is enabled, when the customer enriches the call data with CRM information for profiling, or when the platform connects with US ad networks for offline conversion uploads.
Sample text for your banner
This website uses AdCalls, a Dutch call tracking service, to measure which marketing campaigns lead to a phone call. AdCalls assigns a unique phone number to your session and may record or transcribe your call. Please confirm your consent before browsing or calling.
What AdCalls sets and contacts
- Tracking method
- Dynamic call tracking platform that injects JavaScript from adcalls.nl, swaps phone numbers in the DOM (DNI: dynamic number insertion) and assigns a unique phone number per visitor or visitor cohort. Sets first party cookies on adcalls.nl (and via configuration on the publisher domain) to persist the phone number across pageviews and to attribute the resulting call to the original session, campaign and search keyword
- Server location
- Netherlands (European Union). AdCalls B.V. is based in Apeldoorn (NL) and hosts its platform on EU infrastructure. Call recording, transcription and analytics are processed within the EU.
Cookies set (4)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| adcalls_session | First party (session) | Session | Maintains the call tracking session and the assigned phone number |
| adcalls_visitor_id | First party (visitor) | 13 months | Unique visitor identifier used to attribute the call across pageviews and visits |
| adcalls_campaign | First party (campaign attribution) | 13 months | Stores the campaign, channel and gclid that triggered the call |
| adcalls_number | First party (DNI) | Session | Holds the assigned tracking phone number for the visitor |
Third-party domains contacted (4)
adcalls.nlscript.adcalls.nlapi.adcalls.nlcdn.adcalls.nl
Frequently asked questions about AdCalls
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What cookies does AdCalls set?
AdCalls sets first party cookies adcalls_session, adcalls_visitor_id (13 months), adcalls_campaign (13 months) and adcalls_number (session) to maintain the assigned tracking number and attribute the call to its originating session, campaign, gclid and channel.
Is consent required?
Yes. The AdCalls script and its cookies require prior, informed, freely given consent under Article 5(3) ePrivacy and the Dutch Telecommunicatiewet article 11.7a. Without consent the visitor must see the static fallback number that disables attribution.
What is the legal basis?
Cookies and DNI tracking rely on Art. 6(1)(a) GDPR consent. Call recording requires its own basis: consent in B2C, legitimate interest with notice in B2B in some jurisdictions. The call event itself, once initiated, can rely on Art. 6(1)(b) contract performance.
Does AdCalls transfer data outside the EU?
Not for the base service: AdCalls is hosted in the Netherlands and calls route through European telecom operators. Conversion uploads to Google Ads, Microsoft Ads or Meta transfer call event metadata to the US under the EU US Data Privacy Framework.
Do I need a DPIA?
A DPIA is appropriate when call recording or transcription is enabled, when call data is combined with CRM profiling, or when AdCalls is used for sensitive industries (health, finance, legal). For pure attribution with no recording the DPIA may be optional but the processing should be documented.
How do I implement AdCalls compliantly?
Sign the AdCalls DPA, gate the DNI script behind a CMP for the analytics or marketing category, configure a fallback number for visitors who decline, activate the call recording notice if recording is used, document AdCalls in your record of processing and disclose the service in your privacy notice.
Are there alternatives?
Yes: CallTrackingMetrics (US), Invoca (US), CallRail (US), Mediahawk (UK), Magnetic North (UK), Salesupply Tracker (Netherlands) and DialogTech (US). EU origin platforms like AdCalls and Mediahawk reduce transfer risk for European campaigns.
How do I update my cookie policy?
List the adcalls_* cookies under analytics or marketing, name AdCalls B.V. as a processor, indicate the 13 month retention, note that call recordings if enabled are personal data, and link to the AdCalls privacy policy and the DPA.
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