call tracking

Call Tracking Guide for Online Marketers

Ring! Ring!

A prospect is calling. They’re ready to convert and probably become loyal customers, and they got your number from—wait, you’ve no idea.

Did the call come in as a result of keyword bid or organic search? Or did the prospect find your number on a billboard? To many people, call attribution doesn’t matter. After all, they know the number of incoming calls and the sales from those calls.

However, without call data, it’s going to be difficult to figure out which marketing campaigns are working. Inbound call tracking can help. But what exactly is call tracking and why should you care? Dive in to find out.

What Is Call Tracking?

Call tracking is the process of determining how callers found your business.

With an inbound call tracking software, you can track calls and know exactly what marketing campaign brought them there; whether it was from another website, organic search or your paid search campaign.

Better still, inbound call tracking gives you all the analytics you need to accurately track and calculate your return on advertising spend (ROAS) for calls. This can help to determine the efficacy of your digital advertising campaign.

How Does Call Tracking Work?

Most call tracking tools employ a technique known as dynamic number insertion (DNI). This involves adding a snippet of JavaScript to your website that displays a call tracking number when a visitor is directed to your site from a tracked link.

Essentially, a call tracking software assigns a different number to display for each visitor depending on the source that brought them. Potential customers will see one number for organic SEO listing, another one for email, another one for paid campaign, etc.

Integrating with Google Analytics, the DNI tags each call with its source and displays all the call info in a dashboard. Beyond call recording, call tracking software offers some impressive features that can give you a clearer picture of how your marketing campaigns are performing. These include:

  •          Multi-channel attribution Tracking
  •          Keyword-level tracking
  •         Campaign-level tracking

Let’s discuss each of these features.

Multi-Channel Attribution Tracking

Before a prospect can convert, they’re likely to interact with you in many ways and through various channels. But it can be difficult to track their exact journey from start to finish.

Thankfully, multi-channel attribution tracking helps to bridge this gap, allowing you to see all the online touchpoints and ultimately determine which marketing channel led to the offline telephone call and conversion.

Keyword-Level Tracking

Keyword level tracking can be of much help when it comes to measuring the performance of your PPC campaign. Here’s how it works:

  1. You get a pool of phone numbers that are unique to your business.
  2. Whenever a customer is sent to your site online via a paid ad, they will see a specific number from that pool.
  3. When a customer makes a call, you’ll know firsthand which keywords were used as well as the source.

This gives you insights in which marketing campaigns and keywords are driving most calls and conversions—something that would otherwise be hard to figure out without a call tracking software.

Campaign Level Tracking

Campaign level tracking helps you to keep track of all your marketing campaigns, both online and offline.

You’ll get real-time data of calls that are coming from online sources as well as those coming from offline marketing mediums like billboards. This can help you determine the winning strategy to adopt.

Now that you know how call tracking can add value to your marketing campaign, why not go ahead and give it a try.