Industry Articles

5 Essential Website Call Tracking Innovations

By Brian Handrigan on June 5, 2018 |


Every business needs to adapt and innovate to survive –– let alone thrive –– in their industry. And the rate at which entrepreneurs need to reconsider their thinking on accepted business precepts is faster than it’s ever been before. Once upon a time, a business could get away with doing things “the old-fashioned way.” Now though, “old-fashioned,” is just another term for “outdated.” Given the often ruthless nature of the business world, entrepreneurs need to equip their employees with the most progressive –– and beneficial –– technological updates available. That’s where website call tracking comes in. Here are five call tracking innovations your business can explore today:

Closed-Loop Analytics

When an interested customer clicks on one of your business’s ads, blog posts, or web pages, you know about it. You can access that data through the backend of your advertising account, website, or through your CRM. But what happens when that interested customer picks up their phone and decides to call your business? It’s at this point that most companies lose track of their target. However, with call tracking software, you can stay informed about who’s calling your company –– and more importantly –– why. Website call tracking metrics will provide your team with pertinent information relating to every caller, including how they arrived at your website in the first place.

Dynamic Number Tracking

Call tracking companies can achieve closed-loop analytics through the use of dynamic phone numbers. That is, when a lead clicks on an ad, blog post, or web page, they are presented with a phone number that’s unique to the content they’re viewing; no matter how your lead finds you, you’ll be able to trace their call back to the campaign that inspired it. In this way you can always keep tabs on your most (or least!) efficient marketing channels.

Beyond-the-Call Metrics

Figuring out which ads, blogs, and social media posts are generating calls to your sales team is great. Figuring out which ads, blogs, and social media posts are best at generating successful sales calls is even better. Thanks to innovations in call tracking technology at companies like Traaqr, you can now identify which pieces of marketing content drive sales, as opposed to merely conversions. And any business can benefit from that knowledge.

Call Recordings

Call tracking systems record every phone call your sales team takes, so that you can examine what works –– and what doesn’t within your sales process. Whether you want to explore the success rates of certain sales techniques on individual phone calls, or you need to measure your ideal sales call duration, call tracking can help you do so.

ROI and ROAs Calculation

Only with call tracking can a company truly determine the effectiveness of its advertising and marketing efforts all the way down to the last dollar. Businesses invest significant capital into marketing and advertising campaigns, yet most lack the basic tools to measure their efficacy. Fortunately, call tracking will allow you to calculate marketing return on investment (ROI) and return on ad spend (ROAS) accurately and simply. 

Final Thoughts

Call tracking technology is improving by the day. So if you’ve been putting off implementing it at your company, now just might be the perfect time to try it out. Contact the Advocado team to learn how call tracking software can improve the way your operation functions. Plus, for a glimpse at the power of call tracking for yourself, make sure to check out our free case study here:

website call tracking

Brian Handrigan

Written by Brian Handrigan

Co-founder and CEO of Advocado, Brian is a proven entrepreneur with a passion for expanding the intersection of technology and communication. He is a true innovator and has been a founder or co-founder of multiple startups. His talent to see “beyond the known” and identify the real opportunity has resulted in some of the most creative omni-channel solutions to date and was instrumental in inspiring the vision of Advocado. Brian has over twenty years of experience working leading companies such as TD Ameritrade, ADP, Walmart, WPP and major health insurance companies.