This article discusses what call tracking is and how it can contribute to your client's campaign goals
What is Call Tracking?
Call tracking will be your new best friend when it comes to genuinely measuring the success of your marketing efforts. It is not what some people think of as an app you put on your child’s phone to track their calls, but it is instead a different type of technology that we use to help track which calls came from what marketing efforts and use that data to make data drive changes to your marketing campaigns.
If your business receives calls from your customers before they buy, call tracking software can allow us to gather data from the calls on which marketing campaigns or tactics drove the phone call. If a client calls your business using one of the call tracking numbers we set up, we can attribute that call to one of our marketing efforts. This allows us the opportunity to fine-tune the focus of your marketing campaigns–and budget.
Once the client is on the phone with you, depending on your industry, there is an option to record that call so you can analyze who bought, requested a quote, or scheduled an appointment. It’s what we like to call a “conversion”. Knowing this information can help you focus on what is working, increase conversions, drive revenue, and consistently prove ROI.
Without call tracking, you cannot prove the ROI of the different marketing efforts that drive calls because once the client picks up the phone, the data goes cold.
How Call Tracking Software Works
We use a cloud-based tracking program to tie a customer who came in from our marketing efforts – such as an Organic SEO campaign – to a phone call using a unique trackable phone number. This is made possible through a snippet of code placed on your website that instantly replaces your standard phone number with a trackable phone number unique to each type of service.
For example, if a website visitor finds you through Organic Search and visits your website, your phone number is instantly replaced with a unique trackable number, allowing us to track that the caller came from Organic Search.
If a customer visits your website from any other source, they will see your standard phone number and not one of the unique tracking numbers. That being said, if a customer finds you through Organic Search, then leaves your site and returns at a later date to click on your phone number, they can also be tracked as coming from Organic Search as well. This is because while they went to your website directly the second time, they were driven there by Organic on the first visit.
Why You Need Call Tracking
When it comes to making sales, calls can be one of the most important conversions to track – according to Forrester, 84% of marketers say phone calls have higher conversion rates with higher average order value (AOV) than other forms of engagement. Without a call tracking program, It’s hard to understand and analyze the precise impact of your marketing campaigns, and you might miss out on insights to help you maximize your return on investment.
Call tracking gives you the data and insights to know how many calls came directly from each marketing strategy. This lets you see your most significant ROI and provides us with the information to make data-driven changes for your campaigns.
Notifications & Reporting
There is no better way to get to know your customer than through analyzing their journey with you. When you utilize our call tracking program, you will have the option to record calls and receive a weekly call log report. (Unless you are in the medical, financial, or legal industry). These tools will allow you to understand which marketing strategies drove the calls and the opportunity to listen to the calls to track conversion and ROI.
By opting into record calls, you can QA the calls and analyze who bought, requested a quote, scheduled an appointment, or made a conversion —giving you the insights to analyze your ROI per strategy.
You will also be given the option to receive a weekly call log report. These weekly emails include data on how many calls were received, were the calls answered, where they came from, and links to listen to the recordings (if you opted in for recordings).