Industry Articles

Call Conversion Tracking: How to Go Beyond the Call

By Brian Handrigan on June 4, 2018 |


In the business world, knowledge is power. Understanding how your company operates, how your customers behave, and, most importantly, how to generate sales often separates the most advanced companies from their competitors. As such, it’s not surprising the importance most business owners place on marketing and sales data. After all, it’s a direct reflection of your company’s performance. But what about entrepreneurs who want to go to the next level? Who want to utilize analytics not just to study their prior performance, but also to improve their marketing/sales efforts in future? For progressive entrepreneurs, there’s one option that can help them achieve this goal: call conversion tracking

What is Call Conversion Tracking?

If you run Google AdWords campaigns at your business, you may have come across the term call conversion tracking before. In its most basic form, call conversion tracking measures the number of phone-call based “conversions,” a business receives from  online advertising content –– most commonly Google AdWords. When someone clicks on an ad and then decides to call your business, a call tracking system registers the call as a conversion once it surpasses a predetermined length of time. In this way, businesses can get a rudimentary idea of their lead conversion rate.

The Value of Call Conversion Tracking

Understanding which ads in an ad campaign are producing the most conversions is obviously beneficial to any company that’s looking to optimize their return on ad spend (ROAS). In fact, it’s more than beneficial –– it’s a prerequisite for success. Without monitoring the success rates of their ads, a business owner would have no idea which ads were working and which weren’t.

Advanced Call Conversion Tracking

Now that we’ve covered the basics, let’s kick things up a notch. The most advanced call tracking software will naturally provide a business with detailed analytics and comprehensive data collection. So rather than merely focusing on AdWords, the best call tracking systems are able to measure and track the performance of all marketing and advertising data, including: blogs, social media posts, online advertising (not just AdWords), pillar pages, and more. In addition, advanced call tracking systems provide in-depth metrics so you can focus on the performance of individual pieces of content, campaigns, or view your marketing/advertising efforts in total.

Going Beyond the Call

What’s the ultimate goal of marketing? Is it to bring followers to your brand? Generate clicks, likes, and shares on social media? Nurture interested leads? Get someone to download a content offer? Inspire someone to make a phone call to your business? All of these things are important aspects of marketing, but if you’re not focusing on marketing that creates sales, then you’re forgetting what your marketing and advertising work is for in the first place. Call tracking software puts sales back in the forefront by allowing you to see which pieces of marketing content are driving sales –– not just calls or “conversions” –– to your company. With advanced call conversion tracking, you’ll be able to put a concrete figure next to everything you do. No more guesswork, no more estimations needed.

Contact the Pros

The difference between basic call tracking and the best call tracking is as vast as the difference between a wiffle-ball bat and a Louisville Slugger. Contact the Advocado team today if you’re ready to make the step up to the big leagues. Plus, if you want to see the kind of positive impact call tracking can make at your business, download our free case study here.

call conversion 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.