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.