tracking: What is it and how it works

Campaigns that pay per click (PPC) are governed by the conversion data. Marketers can gain valuable insights from call tracking by analyzing all campaigns.

There are some things you might not like about using it.

These concerns can be mitigated by understanding what call tracking is, and how it can assist.

What is called call tracking?

To track the origin of calls to a business, call tracking uses a unique number. A call tracking system records details such as:

This data is used to monitor the effectiveness of marketing campaigns and to identify trends in customer behavior.

Call tracking allows you to attribute a particular campaign to the call. This can be done using static or dynamic numbers. Both forms will forward to a specific number (typically, the main number for a company).

Static numbers are not affected by site source, and are assigned channels. These numbers are usually charged per number in addition to a per-minute charge.

You will need to pay for a numbering pool as dynamic numbers can change depending on site source. Traffic volume will determine the number pool. You could have attribution issues if you attempt to get too many numbers in your pool.

Call tracking can be recorded or not. You may not be allowed to use the recording component of call tracking depending on your industry.

For an additional fee, call tracking recordings may offer transcripts.

What is call tracking?

You can use call tracking in many ways to meet your operational needs.

One way to do this is to use a call-tracking service. This provides unique numbers to businesses that can be used for tracking the source of incoming phone calls. These numbers can be placed on the following:

The call tracking service collects information from customers who call these numbers and gives it to the business.

A piece of software, or hardware, installed on the company’s telephone system can also be used to track calls.

Software and hardware can receive incoming calls, record information about them, and then route it to the correct extension or number.

This call tracking method allows businesses to track calls made from their existing phone numbers and not to use unique tracking numbers.

It doesn’t matter which method you choose; it is important to indicate whether you will be using local or toll-free numbers.

Toll-free numbers are not always welcomed by all brands because it can damage their brand or cause problems with the local community.

It’s unclear if these concerns are valid. Brands should test both to determine which one is best for them.

Set up call tracking

Call tracking is only possible if you know the channels you wish to track and have a budget.

The snippet code must be added to your Google Tag Manager, or any running element on your website. You may need to add the snippet to your Google Tag Manager or running element.

Once you have done this, your UTM parameter will connect with the code on the site to modify the number to one associated with the source.

You will need to plan the structure of the sources and “root” numbers that you wish to track before you sign up for a call tracking company.

The following are the most popular sources of data to be tracked:

Brands have the option to segment however many or few times they wish.

Segmenting down to the campaign level can help you determine exactly what is working for you. However, it will require you to pay more.

Although combining campaigns may reduce call tracking costs, the 1:1 tracking will not be possible and you will need to spend human time to correctly attribute success.

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Terms.

Selecting a call tracking vendor

Disclaimer: This article was not paid by call tracking vendors for placement or endorsement. The ones listed are those that the author is familiar with and has used. There is no one right call tracking solution. All have the potential to create positive engagement. This article is also focused on U.S. phone tracking.

It’s similar to choosing a cell provider when you engage a call tracking vendor. It doesn’t matter if the core service is identical, but it does matter how much support you can get at different price points.

Integrations of call tracking can be simple or complex. These are the key criteria to consider when deciding on the structure and how to display numbers.

These are the most popular call tracking options and how to think about them.

Marchex

Marchex is focused on dynamic numbers. To provide sufficient numbers, they need an accurate calculation of website traffic. They rely on brands purchasing sufficient numbers and minutes to cover their click and call volume because they are heavily dependent on phone pools.

Brands who have low website traffic risk losing their numbers to other brands or paying incorrect numbers. They will waste money if they underestimate it.

It’s a good idea to think of traffic in 1,000 click increments.

Marchex has been described as both “easy” or “difficult to use. Marchex is easy to use and simple to track calls. Enterprise versions are not available for those who want it. The process can be a little cumbersome for those who need to perform more complicated tasks or export records/recordings.

Marchex customer support is unpredictable depending on the level of support you receive.

Marchex Essential costs $500 per month. To access their more robust offerings, you will need to demo the product.

CallRail

CallRail is a popular call tracking solution. It provides robust tracking and documentation as well as integrations to third-party tools.

CallRail’s pricing is simple and straightforward, making it easy for companies to grow. They are more in line with the Spirit Airline school of thought regarding what is included and what are add-ons.

Although they are cheaper than the default price, add-ons that make them really special push the final cost to the middle.

CallRail’s main selling points are:

You might not be disappointed if they heavily rely on their support hub. They do offer phone and chat support between 9 a.m. and 9 p.m. ET.

CallTrackingMetrics

Because of its flexibility and the amount that is included by default, this is the call tracking system I prefer to use.

They are focused on customer service and making sure their offerings keep up with the latest tech developments in digital marketing.

They are accessible pricing and almost always all-inclusive.

CallTrackingMetrics’ main selling points include:

CallTrackingMetrics’ support is a major selling point. Their support is top-notch, and allows for anything from data analysis to set up. They offer a top-notch consulting service for ala carte projects, and they provide premium support to their agency partners.

How can call tracking help brands succeed on the internet?

Call tracking is a great way to highlight the ROI of initiatives that may otherwise go unnoticed.

Call tracking is crucial to get the best picture. It can help you determine the value of SEO content and confirm which paid campaigns deliver ROAS (return-on-adspend).

Auditing customer success and sales teams is another benefit of call tracking. Teams can listen to audio recordings from calls and improve their interaction with customers/prospects.

Call tracking solutions are often equipped with additional features that help brands consolidate their services, such as CRMs, SMS marketing and lead generation forms. You can streamline your business by choosing a solution that includes multiple functions.

Search Engine Land first published the post Call Tracking: What it is, and how it works.

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