There are many web analytics tools that make tracking online conversions relatively easy. A bigger challenge for marketing managers is tracking offline conversions that originate from phone calls. Since most companies still rely on phone calls more than on web-form submissions, it’s critical to have a way to know how your phone calls are performing. With call tracking software, you can add the following important tools to your tracking repertoire.
Call Tracking Numbers
Call Tracking Numbers aren’t attached to a specific phone; rather, they are unique virtual phone numbers. These numbers are inserted in your ads and provide you with a way to measure how many calls each ad generates. Because these numbers don’t belong to a phone, they get forwarded to your main phone number. You can choose toll-free numbers to project a national image or local numbers for the specific areas you're targeting.
Integration With Analytics
Most online marketers use Google Analytics, which tell you how many calls you receive. Integrating Google Analytics or another analytics platform with call tracking software enables you to see which online marketing programs are performing well. You can monitor progress and come up with accurate ROI figures to present to your company executives or your clients. Integration enables you to see your call data alongside your web data.
Dynamic Phone Numbers
Dynamic phone numbers work with your online campaigns. Each online medium designed to direct traffic to your website is assigned a unique call tracking number. That number could be attached to a specific keyword or link (such as PPC Ad, Banner Ad, Text-Link-Ad). When a visitor lands on your website, a unique number is displayed based on the referral source. The visitor calls the number, and you are able to see how many calls you get on each number. With this tool, you can measure the ROI for each ad you run. You might even save thousands of dollars using this tool because many PPC ads receive a high number of clicks that never turn into phone calls. You will then know for sure that these ads aren't working, and you don’t need to continue spending money on them.
Call Tracking Reports
Virtual phone numbers just by themselves don’t provide you with any data, which is why you need real-time call tracking reports (Google Analytics isn’t real-time). Call tracking reports provide you with valuable, detailed information on the ID of the caller, when the call was made, how many calls the source produced, how long the call lasted, call routing, and more. This data can give you a way to measure the quality of the calls, not just the quantity of them.
Call Routing
If the call doesn’t end up in the right place, you'll have difficulty tracking the result of the call. While in many cases the call will be forwarded to your company’s (or your client’s) main line, you may want more advanced options. For instance, you may want to route the calls according to a certain percentage, a schedule, or location. To help with lead generation, you may opt to prompt callers with an IVR (interactive voice response) phone menu to qualify the lead before routing it to your salespeople or your client. Also, you may want to alert a sales rep before they answer the call that the caller needs special attention.
Campaign Management
A big marketing campaign is a challenge. You need call tracking management in order to monitor hundreds, or even thousands, of phone calls. A campaign management tool allows you to group phone numbers into their related campaigns –– SEO Campaign, PPC Campaign, Print Ad Campaign. Or, if you are a marketing manager, Client A’s Numbers, Client B’s Numbers, Client C’s Numbers, and so on. Then, you can pull custom reports by campaign, and create special logins for each client to enable them to view their call tracking reports.
Learn More About Call Tracking Tools
Advocado can provide you with these important call tracking tools. Contact Advocado and let us show you how call tracking can make a difference in your business today! And to learn more, check out our free 30 minute demo on how TraaqrSMB from Advocado can maximize the way your company does business.