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If you have a business that gets inbound phone calls, implementing call tracking software is essential to know which marketing campaigns are driving calls so that you can adjust the marketing spend accordingly. To further optimize your marketing campaigns and increase your ROI, you need to track and measure some important call tracking metrics. These metrics help you check whether your marketing efforts are meeting your goals.
Here are some important call tracking metrics you should follow closely:
1. Call Volume
Tracking the total number of your calls unlocks valuable attribution data. You can check which ads are driving most of your calls. Call volume reports show call patterns, so you can analyze which campaigns or ads are working and which are not.
Call volume is an important metric that helps you track the success of any recent updates you made to your marketing strategies and campaigns. By knowing whether the changes you made were successful, you can further optimize your campaigns to drive more calls.
2. Call Source
Knowing the source of your calls helps you understand which marketing campaigns and ads are driving the most calls. This metric gives you insight concerning where you should focus your marketing efforts and budget.
However, if you are using the same phone number for newspapers ads, social media channels, or landing pages, it becomes difficult to track the call source. Using dynamic phone numbers ensures effective tracking. Dynamic Number Insertion (DNI) helps you to:
- Independently track the performance of each marketing campaign.
- Automatically display local phone numbers based on the prospect’s location.
3. Call Duration
Not all calls are of the same length and value. Some calls generate better leads. The longer the call, the great opportunity you have to convert a lead. The call duration metric gives you the length of each call, which helps determine which campaigns, ads, keywords, or landing pages are generating effective calls and quality leads.
4. Time and Location of Calls
Call tracking metrics provide you with the time of day and the location that generated the most conversions. Using this information, you can adjust your PPC campaign bids to get the most out of your PPC spend.
5. Performance of Landing Page
When prospects visit your PPC landing pages, they have the options of filling out the contact form or contacting you through the phone. Without call tracking, you will only get the data about the form fill-ups, so your PPC conversion rate will be lower than it actually is. Using call tracking and analyzing the performance of landing pages is critical to better optimizing your PPC campaigns.
6. First-Time Caller Information
This metric represents potential new customers who are calling your business for the first time. It’s important to separate first-time caller information from your repeat callers so that you can see how many new and unique leads you received. By following a different approach to first-time callers and repeat callers, you can improve your marketing ROI.
Related Article: What Is a Call Tracking System?
You can analyze the behavior of first-time callers and check which landing pages they visited before calling your business. This will help you understand which landing pages are performing well and which ones need improvement. It will also detect what marketing campaigns are successful in bringing more new calls to your business.
7. Interactions Before the Call Was Made
Before calling you, your prospects may visit your website, check your social media channels, or see your reviews. Therefore, it’s important for you to track the interactions your customers made before making the inbound call. This will help you gather information on:
- Keywords or queries that a prospect used to search for your products or services.
- Webpages a prospect visited before making the call.
- The way prospects interacted with your digital content.
Call tracking software helps you capture website and call metrics, so you can monitor your customer’s journey leading up to the call.
8. Caller Demographics
Knowing the caller demographics such as age, location, gender, occupation, etc. will help you identify a precise target audience while you create your marketing strategy. Knowing the target audience helps in optimizing your campaigns for better conversions and minimized spend.
When you are deciding which call tracking metrics are important for your business to measure, you should consider your business goals. Integrating call tracking software into your CRM system will help you get the most out of your marketing campaigns.