Call Tracking is a technology that allows businesses to track phone calls and understand how customers are interacting with their company. It is a valuable tool for businesses looking to track the effectiveness of their marketing campaigns, understand the ROI of their marketing spend, and gain insights into customer interactions.
When a potential customer is on your website and places a call, your website analytics loses visibility on any conversion activity. By using call tracking, businesses can make data-driven decisions, improve their marketing efforts, and ultimately drive more sales and revenue. It also provides businesses with valuable data on customer interactions, such as the duration of the call, the number of calls received from a particular customer, and the geographic location of the caller. This information can be used to improve customer service, sales processes, and overall business operations.
One example of using call tracking is to help a business understand the return on investment (ROI) of their marketing campaigns. If the business spends money on Google Ads, it can assign a unique phone number to the campaign and track the number of calls generated by that campaign. This information can then be used to determine the cost per call and the overall ROI of the campaign.
Another example is helping businesses identify the most effective channels for generating calls. If a business is running campaigns on both Google Ads and Facebook Ads, it can track the number of calls generated by each campaign and determine which channel is generating the most calls. This information can then be used to optimize future marketing efforts and focus on the channels that are most effective.
There are two types of Call Tracking used in the marketplace - Dynamic Session Tracking, which focuses on online conversions via your website, and Single Source Tracking which is used to track offline or off-page sources such as Google Ads, Print/Email and Media campaigns.
Each of these tracking types is broken down below.
Dynamic Session Tracking
Dynamic keyword session tracking is a method used in digital marketing to track the keywords used by website visitors in search engines and how they interact with a website. It helps to gather data on which keywords are driving the most traffic and conversions, allowing marketers to optimize their campaigns for better results. This information can be used to inform decisions such as which keywords to target in paid search advertising, what kind of content to create, and how to structure website pages.
Session tracking works in conjunction with tools like Google Analytics to collect and analyze data. By collecting the Google tracking information from the visitor's cookie, we can track the visitor's journey through your page, including the landing page and the conversion page of their session.
It works by dynamically inserting a unique phone number onto the website or landing page whenever a potential customer visits that page. Each visitor to your website will see a different phone number from your dynamic pool, which allows us to accurately report on which session did or did not turn into a conversion.
The records attached to the call made to this unique phone number can then be used to track the specific campaign, keyword or marketing effort that drove the call. This allows businesses to gain insights into the effectiveness of their marketing campaigns, and make informed decisions about future marketing spend as well as the conversion potential of their website pages.
For more information on the data possible from using Dynamic Session Tracking, please view our article on Web Session Calls Report.
Single Source Tracking
Single-source tracking involves assigning unique phone numbers to each marketing channel or advertising campaign, so that incoming calls can be accurately tracked and attributed to the source that generated them.
You can then track the volumes and behaviours of callers through that number and make judgements on campaign cost and ROI with the confidence they have contacted you only through the source this number has been allocated for.