What is Call Tracking? How Can it Help You Improve Your Marketing Campaigns?

Call tracking is a technology that identifies which advertising sources phone calls are coming from. By analyzing incoming calls from online and offline advertising channels, you can optimize the highest performing channels, and receive more calls without increasing your advertising budget.

Call tracking can be static or dynamic. The system allows you to track the sources of all calls to your company that customers make. You can then analyze every ad, phone call, and piece of the customer journey to discover the most effective path for closing deals.

Static call tracking is when you link one phone number directly to one advertising source. This is done when there’s no link to your website. Static tracking sources include:

• Outdoor ads like banners and billboards
• Display ads like television and radio advertising
• Booklets and business cards at exhibitions and conferences
• Social media ads
• Google map ads

With dynamic tracking, each visitor to your website sees their own unique phone number, which is reported when they call, along with all the data about their visit and journey. Such analytics can be used for Google Ads, Facebook Ads and Instagram Ads.

How Does Dynamic Call Tracking Work?

When your company is connected to call tracking software, you’ll receive a pool of phone numbers that are dynamically switched out on your site depending on who visits and from where. When a user visits your site, a unique number is assigned to them, which allows you to associate a specific user with an incoming call from a particular advertisement or source, such as a business card or flier.

Here are some common metrics when using call tracking:

• Business indicators: Call conversions and costs, transaction amounts and ROI per call.
• Transition sources: Advertising platforms, campaigns, keywords, creative, etc.
• Useful data: Geographics, operating systems, devices and browsers of the users.
• New and old clients: Case studies and specific situations with clients.

Along with in-depth analytics of calls, there are many other useful features of virtual telephony that include:

• Call Recording
• Integrations: HubSpot, ZOHO CRM, AmoCRM, Bitrix24
• Voice greeting, Interactive Voice Response
• Statistics and Reporting
• Speech Analytics
• 10+ more features