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Most businesses understand that delivering a superb customer experience is a tough grind nowadays, but if successful, it can be rewarding. Companies use every communication channel to optimize marketing campaigns, even though staying on top of them requires extensive knowledge, experience, and effort.
According to the 2023 Sales Trends Report by HubSpot, phone calls were identified as the most efficient approach to complete a business deal by 44% of survey respondents — mainly because they enable you to develop relationships with prospects and provide a satisfying experience. So it’s crucial to track, record, and analyze those calls to understand consumer needs and how your company can improve.
What Are Call Tracking Metrics?
Imagine you have launched a marketing campaign and started to get calls from potential customers. This is a good start, as it means your campaign attracted the attention of new leads. To succeed in inbound call tracking, you need to know the system from the inside out.
Effective call tracking measurement detects the details of each call, and after call tracking analytics, you get insightful consumer data. Together, the two generate unique phone numbers linked to certain websites or marketing initiatives.
Once the lead reaches your contact center by dialing one of those numbers, the software starts tracking the call and records critical data like the keywords used and the call duration, among other details.
Continuously measuring call tracking metrics can shape your marketing plan and keep you aware of customer conversion trends while it keeps those inbound calls coming around the clock.
Which Call Tracking Metrics Should You Implement?
Depending on your company’s call tracking software, you can set up specific configurations to monitor the call metrics you need. Consider your business objectives when choosing the metric tracking that is crucial for your company.
But before diving into the call tracking metrics that improve your sales performances, let’s remind ourselves of the interconnectedness between brand loyalty and decision-making.
What do the two have in common? Customer satisfaction.
How do companies achieve it? By providing outstanding personalized customer experience from the first moment of a phone call until the purchasing process is complete and even during post-purchase nurturing.
About 55% of consumers say a bad mobile experience makes them less likely to engage with a company. Besides access to all recordings, transcripts, and other helpful information made during the call, it’s important to improve and customize your sales pitch to attract more hot leads and eventually work on the feedback performance. Being able to understand the needs of your customer and acknowledge their concerns goes a long way. You can not extract impressive metrics without applying soft skills.
Further below, we have compiled a list of the most common and valuable call tracking metrics you should be aware of.
1. Call Volume
Once you decide to track your inbound calls, you can unlock insightful marketing attribution data. You can check which ads are driving most of your call campaigns. Call volume is also a crucial statistic for monitoring the performance of recent changes to your SEO and PPC campaigns. Call tracking analytics show call patterns, so you can examine which call campaigns or ads are effective and which need improvement.
This statistic offers in-depth perceptions of reports and call trends and a comprehensive understanding of the revenue.
It’s also essential to notice that even though the call volume metric can have a substantial significance, you should not over-focus on it. Just because you have received many calls does not necessarily mean those are qualified leads.
2. Call Source
Knowing the source that drives calls clarifies where it is best to concentrate your marketing efforts and budget. However, tracking the call’s origin is difficult if you use the same phone number for newspaper ads, social media channels, and landing pages.
You can use dynamic number insertion (DNI) in these scenarios to ensure effective marketing call tracking. DNI is a call tracking feature that gives each web source a different tracking phone number. Such practice enables companies to track incoming sales calls to identify each call’s origin.
Implementing dynamic number insertion can help to:
- Monitor each marketing campaign’s effectiveness
- Improve campaign tracking and reporting
- Use local phone numbers that correspond to the prospects’ locations
3. Call Duration
All calls have different values, and it’s hard to estimate which has more chance to trigger customer conversion. It is a common assumption that the longer the call takes, the more interest the lead has in your product or service, and thus the higher chances they will complete a purchase.
Call duration is a very important call tracking metric that gives you the length of each call, which helps determine which campaigns, ads, keywords, or landing pages generate effective calls and quality leads.
4. Call Location
Inbound call tracking software identifies the locations where the calls have originated from. Such a statistic helps companies identify important client demographic information.
It’s also a crucial call metric for targeting or re-targeting prospects in specific geographical areas.
5. Call Time
You can significantly improve your PPC campaigns by analyzing your call time metrics. Determine high and low call rates during the day and night and increase or reduce your ad budget accordingly.
Consider adjusting your ad campaigns during periods of low call rates, offering promotions, special offers, or discounts.
6. Landing Page Performance
Once the prospect visits your PPC landing page, they must have a few options or touchpoints that will prompt them to contact your business:
- Filling out a contact form
- Messaging a chatbot
- Making a phone call to your business
Without call tracking metrics, you will only get recorded data about the forms and messages. As such, your PPC conversion rate will be lower than expected, and you risk overlooking essential data and failing to optimize your PPC campaigns.
Interested in learning which of the above three drive more conversions? Tap into HitMetrix, Phonexa’s conversion rate optimization solution that works with Call Logic, Phonexa’s call tracking and distribution solution.
7. First-time Caller Information
These call tracking metrics track leads calling your business for the first time. It’s crucial to separate first-time callers from repeat ones so you can see how many new leads you receive and how successful your marketing strategies are. It’s worth noting that first-time and repeat callers require different nurturing tactics and campaigns as they represent different journeys. They are in the various stages of the buyer’s journey, and applying the correct approach may improve your marketing ROI.
Analyze the behavior of first-time callers by checking which landing pages they visited before calling your business. It will detect what marketing campaigns successfully bring more leads to your business.
8. Interactions Before the Call
Before contacting your company, a prospect must do little research to understand your offerings and contact information. Why is this important? Every social media channel, web page, and online review this prospect has looked at before making the inbound call will give you more insights into what triggered this potential customer to reach out to you specifically. These website call tracking metrics help you collect information about the following:
- Keywords or queries that a prospect typed to search for your products or services
- Webpages a prospect visited before making the call
- The way a prospect interacts with your digital content
9. Conversion Rates
This metric might seem obvious to measure, but you’d be surprised how many companies overlook it. You should be aware of your typical conversion rates overall, as well as by every channel. You may then compare conversion rates for each source and adjust your marketing strategies.
It’s crucial to identify and attribute calls accurately and consistently. Not every inbound call will result in a sale. Depending on the client, the kind of product or service, and many other conditions, it may take weeks or months. To better optimize your sales processes and know how long it takes to convert a lead into a paying customer, call metrics tracking of that first call is essential.
Why You Should Start Measuring Call Tracking Metrics
- Call tracking metrics can identify the most effective campaigns based on traffic volume and conversion rates.
- Call tracking analytics offers insights into customer demographics and behavior and links specific customer segments to marketing campaigns and strategies.
- It tracks the return on investment (ROI) for particular campaigns.
- It identifies the keywords that drive the most calls.
- It leads a customer through many channels during their entire journey and helps identify the best times, locations, and methods of consumer interaction with you.
Need a tech solution that does it all? Schedule a consultation to tap into Phonexa’s all-in-one suite for marketing automation that covers all areas of your marketing funnel, including solutions for calls, leads, clicks, email, SMS, accounting, and so much more.
Frequently Asked Questions
What is a call tracking metric?
Which call tracking metrics are there?
Why should you measure your call tracking metrics?
Call tracking metrics can provide insight into how effective your marketing campaigns are at driving phone calls, which can be a key indicator of success. By measuring your call tracking metrics, you can identify which campaigns are working and which aren’t, allowing you to adjust your strategy accordingly.