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The enrollment calendar sets your calls
For most states that use HealthCare.gov, open enrollment for the coming plan year begins November 1. HealthCare.gov lists December 15 as the last day to enroll for coverage that starts January 1, and January 15 as the last day to enroll or change plans, with coverage starting February 1 for people who enroll between December 16 and January 15. Federal rules on the length of the window have been contested in court, so confirm the dates on HealthCare.gov before you plan a season.
State-based exchanges run their own calendars. Some end earlier or later than the federal dates, so an agency writing in several states should check each exchange rather than assume one schedule.
Outside open enrollment, people can enroll if they qualify for a special enrollment period, for example after losing other coverage, moving, marrying or having a baby. That produces a trickle of calls in every other month, mostly from people searching for help after a life event. It is a different audience from the November rush, and it pays to track it apart.
Why calls spike, and why you cannot see them coming
Prospects wait for the window, then act together. Ads that produced a handful of calls in September produce dozens in the first week of November, and the first weekend after a reminder email or a news story can double a day’s volume. Phones ring at hours nobody planned for. Missed calls in that week are the most expensive ones of the year, because a caller who reaches voicemail usually dials the next agency.
Volume also hides quality. When every call arrives on one published number, a busy week looks like success whether the calls came from a good source or a poor one. You find out in January, when the budget is gone.
What to track for ACA
ACA agencies usually buy calls from more places than other lines do. Give each of these its own labeled number:
- Paid search. One number per campaign or ad group family, such as “ACA plans near me” and a branded campaign.
- Social ads. Facebook, Instagram and TikTok audiences behave differently, and creative changes weekly in November.
- TV and radio. A number that appears only on the spot tells you what the airtime bought.
- Lead vendors and partners. If a vendor sends you calls or web leads, a number that only the vendor uses lets you compare their volume to what you paid.
- Your website and email. Separate numbers for the site and for renewal reminders to existing clients.
For search and social, see the Google Ads and Facebook Ads pages. A longer walkthrough of the season is in the open enrollment guide.
A practical set-up with VereTel
Plan the numbers before October ends. List every source you will pay for, decide which ones deserve their own number, and choose where each should ring. VereTel buys the numbers on its own carrier account and forwards each one to a line your team already answers, and you label each by source. Nothing changes on your phones. Numbers are not on sale yet. Create a free account and ask to be told when they are.
During the season, open the desk each morning. Filter to the last few days and to missed calls. Every call shows its tracking number and label, so you can count calls per source and see where the misses cluster. Divide each source’s ad spend by its calls to get a cost per call; the ROI calculator does the arithmetic if you would rather not.
What the desk does not do: it does not record calls or record which callers became enrolled clients. Keep enrollment counts in your own system and compare them with calls per source. Recording and reports are coming, but we do not put a date on them.
A setup like this usually fits the Growth plan (up to 10 numbers and 3,000 minutes) or Scale during enrollment. A new account can hold up to 3 numbers during its first 30 days; an order for more is held for review. After that, the full count of its plan applies. A checklist for the weeks before November is on the blog: the open enrollment call tracking checklist. For the campaign side, read open enrollment campaigns or the call playbook.
Common questions
When is ACA open enrollment?
For most states using HealthCare.gov, open enrollment for the coming year starts November 1. HealthCare.gov lists December 15 as the last day to enroll for January 1 coverage and January 15 as the last day to enroll or change plans. State-based exchanges set their own dates, so check the exchange for each state you write in.
Can ACA plans be bought outside open enrollment?
Yes, if the person qualifies for a special enrollment period, which follows a qualifying life event such as losing other coverage, moving, marriage or a new baby. Medicaid and CHIP enrollment is open year-round.
How many tracking numbers does an ACA agency need?
One per source you want to judge separately: each paid search campaign, each social channel, each vendor, TV or radio if you buy it, and the website. Small agencies often begin with three to five numbers and add more as the season develops.
Sources
- HealthCare.gov: Dates and deadlines, open and special enrollment periods (read September 29, 2026)
- healthinsurance.org: ACA open enrollment deadlines, federal and state-based exchanges (read September 29, 2026)