Spotlight on Calls: How Does Call Tracking Work?
This is part of a series looking at the value of inbound calls and call tracking.
Today, the phone is no longer just a simple communication tool. The device can provide data-driven insights that can change the way you run your business.
Given that 65% of customers still prefer to contact businesses by phone compared to 24% who use online contact forms, isn’t it time you start tracking inbound calls? Tracking inbound calls can transform your business and give you an edge over the competition. Below is an overview of how call tracking works.
How Call Tracking Works
The call tracking software uses Dynamic Number Insertion (DNI), which automatically assigns a unique phone number to different concurrent marketing campaigns. Prospective customers will see unique numbers when interacting with the different marketing campaigns you may be running.
DNI is a safe way of tracking calls as it doesn’t harm NAP (Name, Address, Phone number) optimization. Therefore, your site’s ranking will not be negatively impacted on search engine results pages by using the call tracking software.
Moreover, call tracking software makes it easy to manage and track multiple marketing campaigns.
For instance, let’s assume that you run a window replacement firm and place ads on Google to advertise your services. When potential customers click on the ad and fill your online inquiry form, you can know the conversion rate.
However, some visitors will click on the ad, maybe check the prices and call later to ask for your services. Google Ads cannot provide conversion metrics for the prospects that view your ad and call to request for your services. To get this conversion metric, you’ll need call tracking software.
Call tracking software follows the prospect through the buying journey on your site and displays a unique sales phone number. When a visitor calls your business through that number, you’ll know where they saw it and will still get conversion rate information from Google Ads.
Call tracking software also provides other inbound call related data such as:
- The caller’s number
- Time of the call
- Call duration
- The area code of the caller
From this data, you get a comprehensive report of the campaigns that are driving the most calls. You can also configure the software to record customer calls so that you get first-hand information on their needs and how your customer service staff is handling inquiries.