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Call Tracking Guide for Business in 2021

Do you know how people calling your business found out about it in the first place? 

Was it thanks to your new Facebook ad or rather a Google Ad campaign you launched a month ago? Do you know what to include in your product or service description to help it close a deal?

According to industry research, call leads convert even 10 to 15 times more than web leads because it tells you where the person on the other side of a line is located, which is a huge advantage. 

The truth is, inbound call tracking is a wildly underestimated marketing technology, and many marketers are yet to understand its power, so don’t miss your chance to jump on the bandwagon before it’s too late.

What is call tracking?

Call tracking is a process that identifies how callers found your business. It’s useful in helping you measure how your particular marketing activities drive attention, and therefore, calls from your potential prospects. Tracking calls helps companies understand their target market better and measure the quality and the conversion rate of leads generated via their marketing channels.

Why is call tracking important?

Daily inbound calls are standard for many businesses, including both the B2B and B2C space. Yet, without the right system in place, it’s hard to monitor and segment your leads, as well as your customers when they reach out to you by phone.

Sure, the good old “how did you hear about us?” the question can be helpful, but with so many marketing channels available, keeping track of the answers can get tricky. Not to mention assigning each caller to the channel and campaign that initiated the conversation.

Call tracking is important because it allows you to connect your online and offline marketing activities and understand the value of your online advertising efforts. Using this technology helps you find out where your customers are coming from by tying inbound calls to the marketing channels (and campaigns) that the callers have interacted with beforehand.

With call tracking data, marketers can optimize digital marketing activities or particular campaigns and decide on the channels you wish to invest in.

How does a call tracking software work?

Now, you might find yourself wondering, “Ok, but how do you track a phone number?”.

And that’s where a call tracking app can come in handy. How does it work in a nutshell?

A call tracking software records data about the incoming telephone calls, and sometimes even the conversations themselves. Some call tracking solutions are AI-powered.

On the most basic level, call tracking works by generating a unique, trackable phone number for each marketing source and then assigning a caller to the campaign or based on their location.

Suppose your business accepts bookings, offers quota calculations, or provides customer service via phone. In that case, your number is probably featured on your website, social media profiles, or your Google and Facebook Ads campaigns. 

With call tracking, each time a person calls you from one of these places, it automatically assigns a given channel as a source. Additionally, when the software is AI-powered, you can gather information about each call’s quality, urgency, or conversion rate.

How to set up a call tracking system?

The easiest way to get started with call tracking and test it out without spending a fortune on any fancy tools is to set it up in Google Adwords.

In general, there are two ways you can set up trackable phone numbers:

  • DNI (Dynamic Number Insertion)
  • 1-to-1 call tracking

What data can call tracking apps capture?

Depending on the software you are using, most call tracking apps can collect the following information:

  • Day, time, and duration of the call
  • The marketing channel, campaign, specific ad, and even the keyword that drove the call
  • The geolocation of the caller
  • Caller’s personal data: phone number and name
  • Call’s status (answered, voicemail, on hold)
  • Whether the call is repeated or new
  • Whether the call was abandoned (and when)
  • The caller intent and opportunity (information, sales, confirmation)
  • The content of the call
  • CX issues
  • Whether the caller converted into a customer 
  • Caller’s scoring in relevancy/importance for the business

All in all, all the data collected with a call tracking system allow businesses to monitor their marketing efforts more effectively.

Advantages of tracking phone numbers

Call tracking is a vastly underexplored process that can offer promising opportunities for your business.

In such industries as healthcare and tourism, the percentage of bookings done over the phone is astounding. Businesses in these niches are characterized by a specific customer journey, which can be mapped out quite easily using call tracking technology.

Some of the main advantages of telephone call tracking come down to:

  • More accurate data and better lead segmentation
  • Improved customer service 
  • A better understanding of keyword phrases and language that brought people to your business
  • Ability to track marketing channels and campaign’s performance and optimize for best results

How to choose the right call tracking provider?

Finally, let’s discuss how you can find the right solution for tracking your business’s inbound phone calls. The simplest way to do this is by answering the following questions:

  • Are the local and international phone numbers supported without an extra fee?
  • From which marketing channels and sources can it trace the data?
  • Is the call tracking software AI-powered? Can it record and transcribe the calls?
  • Are there any available integrations with 3rd party apps?
  • How do call analytics and reporting work? 
  • What kind of data can the software collect and provide?

Once you compare the call tracking providers, all you have to do is choose the most suitable one for your needs, and voilà, you are ready to take your marketing to another level!

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