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The Definitive Guide To Call Tracking: How It Works & What Is Its Impact

Victoria Berezhetska
Copywriter
66 minute read
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Victoria Berezhetska
Copywriter
66 minute read

From the very beginning, offline and online or digital marketing has been about creating human connections.

Relationships define marketing, so every opportunity to build a stronger bond between brands and customers is valuable. For this reason, inbound phone calls have incredible usefulness for any marketer.

Some might be surprised to hear that simple inbound calls, a technology that’s been around for nearly 150 years, can be so important. With so many bold and dynamic digital options marketers focus on, some may think of phone calls as an afterthought.

But the truth is that consumers who call a business are more likely to convert than those who fill out a web form, making inbound calls key for those looking to achieve higher conversion rates. Most customers prefer phone calls, which are more popular than other marketing channels.

When a consumer picks up the phone or uses a click-to-call button on their smartphone, they are often further along in the sales funnel and are highly interested in making a purchase. The phone call creates a dialogue between the customer and a brand representative, which can help to answer questions or address any last-minute concerns.

With such high value associated with inbound calls for marketers, it becomes essential for calls and digital marketing campaigns to be tracked and measured so that companies can make improvements and optimizations. The key to accomplishing all this is call tracking.

What Is Call Tracking?

Call tracking is a technology that tells brands exactly which marketing efforts drove customers to call their business.

Like a company asking a customer, “How did you find us?” call tracking tools provide an automated and more accurate way to answer that question. 

When customers pick up their smartphones and reach out to brands, they might only sometimes remember what drove them to make a call. They usually think about their prospective purchase rather than whether or not they got your company’s phone numbers from a Facebook ad or a Google search.

Phone tracking software does the “remembering” for the consumer through call center IVR and other tools so that agents and sales reps don’t need to ask that question. 

Making the connection between their marketing efforts and inbound calls is typically referred to by businesses as marketing attribution. It tells them what initiatives and campaigns they can attribute each call and web lead to. When a company learns its attribution, it gives them visibility on offline and online marketing performance.

But what if a brand looking to save time and money resorts to using a poorly designed call tracking system? Is it going to affect its brand awareness and reputation?

Source: A Marketer’s Guide To Call Tracking and Conversation Intelligence

With the right software for call tracking, businesses can eliminate the guesswork, leverage phone call intelligence, explore the entire customer journey, and more.

Let’s take a closer look at what a call tracking service for marketing can help brands discover. 

Call attributionAssists brands with identifying marketing campaigns and efforts that drive the desired call outcomes.
Call tracking data and analytics Helps marketers leverage automated call distribution systems to identify the best distribution methods.
Insights into the caller journeyEmploy cutting-edge technology to streamline the call process through various automatic call distribution features, enhance the customer journey, and instantly connect consumers to brand representatives.
ROI and call tracking reports A call intelligence platform collects first-party data to calculate key marketing metrics such as cost per acquisition or lead scoring to focus and bring in more high-quality leads.

On top of that, inbound phone call tracking enables marketers to capture critical caller information that can be used to ensure successful multi-touch attribution and improve customer service.

Today’s fastest-growing and most successful businesses recognize that providing an exceptional customer experience is one of the principal competitive differentiators. But without the right call tracking software, they can miss out on data derived from inbound calls like their sources, associated conversions, and, most importantly, their context.

Essential Call Tracking Metrics

Every customer interaction offers companies the chance to learn more about their connection with the business. 

Call tracking and recording software can aid in the optimization of ad campaigns as well as the interpretation of captured data by both marketing and sales teams. Analyzing specific call tracking metrics enables companies to analyze phone calls and discover the outcomes of every customer conversation.

Most brands already use Google Analytics to assess website activity and customer interactions. But with the right call tracking data, marketers also get insights into the caller journey and analyze visitor activity in more detail. The visitor-level call tracking software can help businesses capture all the essential customer information and assess every important metric.

Let’s examine the most important tracking metrics that marketers should pay close attention to.

Call Origin

Understanding which campaigns and marketing channels generate the most inbound calls is critical to making educated decisions and allocating the marketing budget effectively.

With dynamic number insertion (DNI), brands can easily track and monitor customer interactions. Simply put, you can examine the path of every visitor who discovers your website and decides to dial up a call. In addition, it allows tracking customer journeys from the point of call origin, like an organic search result or a PPC ad, up to the conversion.

Geographic Location

Businesses can fine-tune their ad targeting by determining which geographic region generates the most high-intent and high-quality leads. In addition, it can help them adjust ad frequency, depending on areas where their target audience is the most active and the most leads are generated.

Call Length and Quality

It is generally believed that the longer the call, the greater the lead quality. But that’s not always the case.

More than just focusing on the length of the call is required since marketers must drill down to assess all the information, including listening to recordings and qualifying them. It will help you filter out spam, robot, and telemarketing calls. Therefore, investing in software that offers a call recording function is essential.

Keyword Effectiveness

It’s not uncommon for businesses to invest in paid search and spend significant time and effort optimizing their keyword selections to build high-performing channels.

By implementing keyword-level tracking as part of a virtual call tracking solution, brands can attribute all the generated phone calls to keywords and assess the performance of standard and tailored search terms. On top of that, it can assist marketers with identifying new keywords to focus on and outperform the competition.

Visitor to Call Ratio (VCR)

Every business had to deal with sources or channels that generated less-than-average quality traffic with a higher-than-average cost per visit. On the one hand, it would be logical to discard such sources and redirect your budget. But on the other hand, this channel or source might bring in five times the number of inbound calls compared to other mediums. 

That is one of the reasons why the VCR metric is so important. It helps to identify the channels that deliver more high-intent phone leads while allowing brands to distinguish them from channels that generate only visitor volume.

Landing Page Performance

Every marketer has launched ad campaigns and worked hard to optimize landing pages, which includes A/B testing and identifying the top-performing layout, design, and content.

However, marketing experts frequently overlook the process of tracking telephone calls generated by these landing pages. In other words, brands can miss out on crucial data by mistakenly dismissing many phone leads.

Today, clicks get the marketers’ attention, while inbound calls offer much more real value. Optimizing your landing pages for call conversions can help you bring in more high-intent clients, convert more leads, and increase your revenue.  

Why Do Companies Undervalue Call Tracking Metrics?

Call intelligence solutions do a lot to help businesses understand their marketing campaigns. Yet, many companies and individuals don’t pay attention to crucial tracking metrics or don’t have a tracking solution. Why is that?

Perception is one reason. Many marketers can be so focused on other online metrics that the idea of using a telephone call tracker never occurs to them or is perceived as “old-fashioned.” Businesses are more inclined to measure click rates and website heatmaps without realizing that their call metrics might be just as—if not more—valuable.

There is also the chance that companies might focus on only specific metrics. For example, they may pay more attention to the call volumes rather than the call sources. So while they might be glad to see a surge in inbound calls, they don’t know what caused it. 

If a company makes assumptions instead of analyzing and tracking incoming calls, they risk investing in the wrong marketing efforts to boost call volume and bring in more quality leads.

The Best Marketing Channels for Call Tracking Online

Marketing is always a multi-channel effort, presenting an excellent opportunity for phone call analytics that stands out in detecting patterns in various data sources and marketing channels. Let’s examine some of the most common and best-performing channels that make the best inbound call tracking service possible.

Digital Channels

Pay Per Click (PPC)

PPC provides marketers with actionable data like clicks and keyword performance that help fully understand consumer behavior, tailor ad campaigns, and improve marketing operations. Tracking and evaluating PPC campaigns ensures that they yield the best results and aid in achieving your company’s marketing objectives.

Source: Gartner

When it comes to tracking sales calls, utilizing dynamic phone numbers as part of sales call tracking software enables businesses to comprehend how their marketing efforts affect their bottom line fully.

If you’re looking to prove that your paid ads are generating new leads regularly, assigning dynamic phone numbers to your pay-per-click campaigns is one of the surefire ways to demonstrate the impact of your efforts on lead generation.

Email Marketing 

Call tracking providers have successfully bridged the gap between two high-performing channels – inbound calls and email marketing. It’s no secret that the email’s return on investment remains among the highest, with the most effective campaigns generating a 3,000% ROI.

Combined, these two channels can offer insightful information on your campaigns’ multi-channel relationship, how they drive ROI, and how they can aid in developing other marketing campaigns.

Display Advertising

What can businesses accomplish with display ads? While this ad type is widely used to boost brand awareness, it remains one of the top-performing channels driving direct conversions offline and online.

For instance, when you assign a phone number to a banner or video ad, it’s crucial to track what ad format and publisher bring in the most phone leads. Since very few inbound calls can be traced to a specific display campaign with traditional methods, advertisers need inbound call trackers to track quality phone calls and reinvest in high-performing display campaigns.

Here are several ways brands can bring in more high-intent callers from display ad efforts:
Step 1: Use Click-to-Call as the CTA
Display ads work great for raising brand awareness, but if you’re looking to increase phone call conversions, you must give prospects a compelling reason to click. Make the most of your ad copy by telling leads exactly what action they need to take and why they need to take it.
Step 2: Make Calls Part of Your Targeting
Suppose a prospect has previously called your company, and a display ad is where the call originated. In that case, you can use this information as a criterion to fine-tune your targeting by incorporating the captured call track data in your CRM, DMP, or DSP
Ultimately, businesses equipped with the right calls tracking software can quickly identify the audience segment that’s more likely to call and, therefore, target their ads to that specific segment.
Step 3: Capitalize on the Hyper-local Targeting
One of the key ways to drive more high-quality leads is optimizing display ads for mobile devices, specifically smartphones. Apart from ensuring the CTA delivers the right message to the target audience, businesses also must focus on local targeting if they are represented in multiple locations.

With local call tracking and call distribution software, brands can use local vanity numbers and leverage DNI to achieve their mission.

Search Engine Optimization (SEO)

Every company website is the focal point of the business’s online presence. Websites inform prospective customers about brands: 

  • Who they are
  • What they have to offer
  • Why consumers should consider buying from them

Therefore, SEO is crucial in driving traffic and showing where a company’s leads are.

Let’s take a closer look at the most prominent traffic sources companies focus on when implementing and optimizing SEO changes.

Organic searchIt implies the free traffic that the websites drive. Simply put, these visitors arrive at the websites through unpaid channels, i.e., search engines like Google or Bing.
Paid search That’s traffic generated solely through paid methods. It is deliberately sent to a website when a consumer clicks on an ad placed on any SERP in response to a search query.
Direct trafficIt’s classified as traffic arriving on the website but with no data source. It can happen when consumers type in a website URL, click a bookmark, or click a link that tracking software cannot identify.
Referral trafficThese visitors get to your website from other sites or social media platforms without performing a prior search.

Knowing which keywords prospective customers clicked on or webpages they visited before calling your business gives you deep insights into the marketing efforts that perform well and serve customers right. With the call analytics software, brands can also identify the source where most high-intent phone leads are or are coming from.

Social Media Marketing (SMM)

Social media platforms have in-house analytic systems that track user activity, but tracking stops when a user leaves an app or a website.

Businesses can track sales calls from social media channels by assigning dynamic phone numbers to them. This way, companies can capture the crucial data and see the impact each social media platform has on the volume of inbound calls and customer journeys.

While using phone tracking software for your social media efforts is important, the urgency of implementing call tracking tools depends on the number of your brand’s followers. If social media channels are part of your ad strategy, incorporating a tracking and call analytics tool into your martech stack will only prove advantageous.

Offline Channels

Offline marketing is often perceived as old-fashioned or even obsolete. But the truth is that many offline marketing campaigns are compelling as additional or primary sources of high-quality leads for many companies and industries.

Many brands struggle to attribute offline phone call conversions to ads and campaigns that are not visible online. Since such marketing channels as direct mail, billboards, industry-specific publications, and conferences are frequently used to drive web and call leads, tracking and measuring data from offline marketing is crucial.

Businesses can use phone call intelligence to implement advanced analytics to offline campaigns and get instant data on traffic and leads generated by offline marketing efforts.

Basic Call Tracking Service vs. Call Intelligence Software

Software for call tracking and call intelligence both provide businesses with the information they need to analyze their inbound call traffic. But the question is, are they interchangeable? Let’s take a closer look at the principal differences between the two and establish how each can impact business growth.

Call tracking serviceCall intelligence platform
Captures basic information about each call lead.Takes phone tracking software to a deeper level.
Offers accurate reporting with basic information reflected.Offers reach data for accurate campaign planning and strategic efforts.
Identifies best-performing channels that help accomplish marketing goals.Enabled brands to analyze call recordings and discover the caller’s intent and interests.
Utilizes DNI for multiple business locations and marketing channels.Connects to CRMs and bridges the gap between marketing and sales team efforts.

When used in tandem, they allow businesses to get more in tune with the interests and needs of their prospects. This way, companies can learn how consumers discovered them and their problems and last-minute concerns. Implementing tracking and analytics as part of phone call intelligence allows brands to look closely at other contextual data that helps foster long-term customer relationships.

Real-time Call Tracking Software vs. Call Tracking as a Service

There’s no denying that some brands would rather use call tracking services alone or by building a solution rather than utilizing dedicated software. While there may be some situations for companies to use a selective and easy call tracking service, most businesses will implement call management software from a provider because it allows them to use a robust platform that can scale with their company.

The usefulness of tracking calls has led to the rise of many different providers. While each offers unique selling propositions, it’s advantageous to look at what each website call tracking software provides as a solution.

For instance, features like “Traffic Flow”—which helps measure publisher quality—and “Waves”—predictive modeling with accessible visualizations—are among the exclusive features offered by Call Logic, Phonexa’s call intelligence platform. 

Phonexa also stands out as the all-in-one marketing automation solution, with platforms for lead management, email marketing, click tracking, user behavior recording, and more.

Best call tracking solutions can also be differentiated by their levels of service and customizations. Some providers do not have much flexibility and offer a “one-size-fits-all” approach, while others, like Phonexa, ensure smooth tech stack integration and the ability to customize parts of the platform. Understanding these differences is key to getting the most value out of call tracker software.

How Does Call Intelligence Software Work?

Around 60% of companies rely on call-based campaigns to drive quality leads and revenue. They use a variety of strategies and efforts to reach and engage their target audience and keep their call centers busy.

When deciding how to track incoming calls, it’s useful to get an understanding of how call intelligence software works. Like a prospective car buyer interested in “a look under the hood” before taking a car out for a spin, businesses looking to implement inbound call tracking software should know the broad strokes of how it actually works and what it entails.

A good phone call intelligence aids brands not only in learning how to track a call effectively. It ensures that brands understand how successful future marketing campaigns can be, how to make all the captured data searchable and analyzable, what keywords and action items have the most marketing potential, and what efforts require more focus or must be eliminated.

Call Logic, Phonexa’s call intelligence software, is equipped with all the right tools, including call analytics and tracking, interactive voice response service, predictive modeling, call recording, ping tree AI, automatic call distribution software, conversation intelligence, and more. 

It enables businesses to respond to the ever-changing demands of modern consumers by defining the customer journey with in-depth call insights, managing inbound calls with data-driven automatic call routing, and offering real-time data for effective campaign optimization.

Sales Call Software & Lead Management

Since phone calls remain one of the main lead sources, it’s common for brands to use call tracking and lead management solutions to streamline the workflow. For instance, the tracking software offers visibility on phone conversations, the automatic call distribution (ACD) system accomplishes ACD call routing, and lead management software distributes inbound leads based on specific attributes to departments or agents.

As part of Phonexa’s marketing automation suite, these tools can help businesses utilize different distribution logic, reduce lead response times, and reach their prospective clients faster.

Here’s an example of a lead distribution logic that can be used by businesses offering financial services.

Companies of all types can leverage automatic lead distribution based on the location of leads, products they’re interested in, their origin, and much more. Naturally, the preferred distribution criteria can vary from business to business. That is why companies should consider the potential size of the deal, account type, preferred language, and other critical factors when setting rules and logic.

Call Tracking Solution and Automatic Call Distribution (ACD)

Many companies outsource their customer service by hiring third-party call center agents. Others establish in-house call centers for autonomy and better control of their performance. However, the times of manual call processing are over, especially when brands must have the capacity to handle multiple client calls and inquiries simultaneously.  

But how do they prioritize calls and manage the distribution logic while elevating the customer experience and delivering excellent service? An automatic call distributor can move the needle on data-driven ACD routing, customer interactions, and personalized customer experiences.

So what is automatic call distribution, and how does it work? Here’s what you need to know about this feature.

What Is an ACD Phone System?

An automatic call distribution system is a typical feature of call management software that handles inbound calls and distributes them depending on the method chosen by a company. 

Since automatic call distribution routes and manages large volumes of incoming calls, it can come in handy for companies looking to improve customer experiences through customization, offering self-servicing options, and improving call flow through interactive voice response (IVR).

What Is Automated Call Routing?

Like business call tracking, automatic call routing helps small businesses and enterprises capture and track customer data. On top of that, ACD routing gathers all qualified agents or sales reps and identifies the best-suited recipients to transfer incoming calls based on custom rules that businesses create.

Phonexa’s ACD phone software works hand-in-hand with the IVR platform to automatically receive and distribute incoming calls and determine the caller’s interests, the reason for calling, capture customer demographics, and more. 
Let’s take a closer look at how a call tracking solution and ACD software work together to help businesses transform calls into leads.

This way, brands can see all the tracking metrics they need to evaluate the effectiveness of ad campaigns while also choosing who handles phone conversations at any time.

Here’s how Phonexa’s ACD phone software works and sets ACD call distribution in motion. The process entails three simple steps.

How To Use an Automatic Call Distribution System

Step 1: Capture Information With a Dynamic IVR Platform
Understanding a call’s purpose is the first step in the distribution process. The IVR system helps collect information about callers and their queries, which the ACD system uses to route them successfully.

Step 2: Queue Inbound Calls
The ACD system sometimes transfers callers to a waiting queue before distributing them between the available and best-suited live agents. The system manages distribution based on several attributes, including wait time, query, and call status.

Step 3: Use ACD Routing
This is the final step in the process, where customers are connected to sales reps or agents perfectly suited to assist them with their inquiries. ACD routing is accomplished through various methods system administrators configure in the back end.

Call Center Analytics Software & Interactive Voice Response Software

The most widespread interactive voice response service use is in call centers that handle tremendous call volumes. Brands often use an IVR service in inbound and outbound contact centers specializing in customer service, technical support, market research, sales, or surveying to help streamline ACD routing and capture critical customer data.

Let’s examine in more detail how interactive voice response software works and what it entails.

It’s not uncommon for businesses to use call center IVR. For instance, companies offering financial services often use it to streamline routing, capture essential customer data, and enable telephone banking.

With help desk call tracking software, ACD, IVR, and a well-rounded call analytics platform, businesses can get insights into phone conversations, determine the inbound and outbound call volume, understand how many inbound calls they miss, and identify problems that can affect their operational health or customer journey.

After studying analytics from the captured IVR data, brands can optimize IVR and enhance the customer experience by defining inefficiencies and reducing effort.

Online Call Tracking for Real-time Call Bidding and Lead Acquisition

There’s no denying that most businesses want to buy or sell leads. Therefore, they need to make the most of all five lead flows, which is the lifeblood of any lead generation and distribution business.

With Ping Post Calls 2.0, Phonexa’s solution for real-time call bidding and lead acquisitions, every customer touchpoint is fully automated, allowing interactions to take a split second. It helps buyers to bid for desired leads based on various criteria and campaign-specific components while allowing publishers to get the highest value for their leads.

When combined with a call tracking solution, Ping Post Calls 2.0 empowers businesses to spend more transparently and strategically while maintaining consistency in how quickly they respond to sales opportunities and informing decision-making.

Sales Call Analytics and Predictive Modeling

When most ad campaigns and other marketing efforts are online, the outcomes of search and digital campaigns are simple to measure. But they can become vaguer when inbound calls are involved. Many sales and marketing experts struggle to bridge the gap between offline and online buyer journeys to deliver a unified omnichannel experience. 

While understanding your call volume and length and employee performance is critical to customer-facing companies, it’s essential to analyze previous customer interactions, anticipate any volume spikes, and adjust campaigns for better customer satisfaction. That’s when sales call analytics, and predictive modeling come into play.

But first, let’s talk about the meaning of call analytics and what it entails.

What Is Call Analytics?

Call analytics is the measurement, collection, analysis, and reporting of call data.
Every company’s marketing, customer service, and sales teams use call analysis to improve their marketing campaigns and call handling.

Today, many call analytics solutions include relevant information from phone conversations, allowing businesses to answer the following questions:

  • How many callers transformed into high-quality leads?
  • Were the leads interested in specific products or agents’ expertise?
  • How did callers convert into leads? What was the process?
  • Are there any issues that negatively impact conversion rates?
  • How can you accurately advertise to each caller based on the data from phone conversations?
  • Is there a way to bring in more quality leads while decreasing the cost per acquisition?

Combined with predictive modeling, Phonexa’s call analytics tool enables brands to capitalize on forecasts and data insights, improve their lead scoring models, identify new opportunities in their marketing funnels, and foster business growth.

Every organization can also use Phonexa’s predictive analytics to reflect the behavioral patterns of specific consumer groups and improve their sales funnel by anticipating how customers will react.

How To Analyze Phone Calls With Toll-free, Local, and Vanity Phone Numbers

Customers are not always close to a phone when they receive a company’s marketing message. They can be on the bus or in their cars running errands or rushing to meetings.

With standard or local vanity phone numbers, brands can ensure that their marketing messages are more memorable than regular sequences. That is particularly the case if the vanity number’s message is cleverly tailored to cause associations with your business.

Toll-free vanity numbers are designed to optimize response rates, boost word-of-mouth ad results, and monitor response rates with call tracking software.

How Do Free Call Tracking Numbers Work?

Call tracking platforms help brands get attribution for their calls by using marketing tracking phone numbers. A call track number is a unique phone number used for a marketing campaign. 

It is different from your usual business number because it helps to attribute callers to particular campaigns and track calls to a phone number on a website and other sources. Once certain campaigns end, these numbers can be repurposed for new ad efforts.

Suppose you are looking to test multiple campaigns at one time. In that case, you should use dynamic number insertion, which lets businesses use various tracking numbers across various campaigns. These numbers can be utilized on Google ads, included on your website, or inserted across other types of digital or offline marketing campaigns.

This flexibility allows businesses to follow all their marketing efforts and understand the performance levels of each in real-time. Having an as-it-happens look into different campaigns is important because it opens the door to making improvements on the fly.

What Is a Vanity Phone Number?

Today’s marketers are fortunate to have various tracking numbers at their disposal with the help of phone number tracking software. One especially effective number can be a vanity phone number.

Custom vanity phone numbers are customized numbers that usually include specific letters to spell out a company name, product, or slogan. Some famous examples of vanity toll-free numbers include 1-800-FLOWERS or 1-800-DENTIST. These numbers are helpful for businesses because they are easy to remember and provide great brand recognition.

Vanity toll-free numbers can be a boon to your marketing efforts but can also come at a higher expense than a typical tracking number that is not customizable. That becomes a debate for some brands who may be able to justify an additional fee to use vanity local numbers or others who believe they can generate plenty of high-quality leads without vanity numbers for business. Companies have found success using both methods.

What Problems Does Inbound Call Tracking Software Solve?

Companies that undervalue call tracking metrics are, without question, going to miss out on some of the problem-solving abilities of a call analytics platform. Businesses that use call analytics tools and call center analytics software can get greater visibility and control over their inbound calls and marketing data.

The first problem that incoming call tracking software solves for businesses is to help them understand which specific marketing efforts are driving phone conversations—determining their call attribution. 

When you know your attribution, your company can change how resources are allocated or what campaigns to run. The more you understand your customers, their interests, and behavior through tracking and analytics, the more you can improve the return on your investment.

Using call analytics software, you can also learn more about how to handle your calls as they reach you in real-time in the call distribution process. Businesses have a need, as inbound calls come in, to either route them to the correct internal department or distribute them to third-party destinations. Tracking software will utilize an automatic call distributor to get your inbound calls wherever they need to go.

It also helps improve your customer service by enhancing the consumer journey. Call tracking software will come with technology tools like an IVR or call recording to improve your relationship with inbound callers.

The customer experience is also enhanced when businesses use call recording software. Conversations between callers and representatives are recorded and then used for various purposes. The recordings can be used as a part of call center training or reviewed to improve customer service. Businesses can even get a transcript of these conversations that can be scanned to ensure representatives are using important conversion keywords.

These features, paired with tracking and analytics, help businesses solve their specific problems, open up opportunities for more conversions, and enhance the human connection between brands and consumers.

Why Is Telephone Call Tracking Software Important?

When businesses invest in call tracking, they commit to better understanding and serving their customers. With the rising usage of mobile search and click-to-call functionality that allows consumers to get in touch with your business immediately, it is vital to understand all your calls.

Ultimately, businesses may understand the value of tracking and analytics and the problems they solve but not see the direct benefit to them. But there are several reasons why any company with plans to boost their return on investment and grow in the future would want to use call tracking.

High-quality Leads

Call tracking is an essential technology tool for those interested in driving more high-quality leads for their business or distribution. It helps identify potential fraudulent leads by alerting you if the same number has called multiple times.

Filters are also a key part of phone tracking software — the ability to restrict certain calls from ever reaching your call centers because they don’t meet your specifications or have been otherwise flagged. Additionally, using a filter analyzer is helpful because it shows you which leads you are filtering out, letting you identify situations where you need to change your settings.

Campaign Insights

Reporting is a significant feature of call intelligence software because it uncovers revelations about your campaigns. You can use a publisher report to see the success levels of different publishers you work with, then make informed decisions on who you buy traffic from.

Other report sorting methods can highlight specific details, like the duration of calls or targeted demographic information. All of this becomes useful in performing analyses of your efforts and deciding how to proceed.

Business Agility

Today, it is more important than ever that companies be able to adapt their practices at a moment’s notice. The year 2020 saw a surge of calls as daily lives changed because of the pandemic. Any business that can handle and analyze the wave of calls puts itself at an advantage.

After the recent uncertainty and huge market changes, the need for companies to be agile is clearer than ever. Call tracking software that is scalable and customizable can go a long way in allowing businesses to adapt quickly.

How To Use Call Tracking for Marketing Analytics

Call intelligence solutions aid marketers in attributing phone call conversions to the marketing channels that generated them. Once customers are on the phone, call intelligence analyzes the language used to determine whether a conversion occurs.

Using information and insights from phone conversations to enhance marketing campaigns necessitates using different methods and technologies in your martech stack.

Here’s how brands can use phone call tracking software for marketing analytics:

Step 1: Track sales calls and associate them with consumer touchpoints.

Step 2: Integrate captured data from multiple marketing sources.

Step 3: Analyze phone conversations to categorize specific drivers, patterns, and outcomes.

Step 4: Utilize conversation intelligence throughout your martech stack.

This way, businesses can reveal critical blind spots and identify the web pages, high-converting keywords, and marketing campaigns that generate the most leads and phone conversations. With this information, businesses can direct more resources to specific efforts that yield the best results and the highest ROI.

Who Should Use Call Management Software?

As companies across different industries see the value of calls, many may wonder where they fit in. They ask questions concerning when it’s the right time to implement call tracking or if it is a good fit for their vertical. While many factors can come into play, call tracking can bring results for businesses at different stages across various industries.

Whether you are in startup mode or a long-established enterprise-level company, there is no doubt that you will be able to get value from using call intelligence to grow your business or optimize existing operations. That holds in multiple business sectors.

Sales Call Software for Insurance

Trust is a cornerstone of the insurance industry — a strong bond must be forged between policyholders and insurance providers. That applies to agencies, carriers, and individual agents who want to connect with consumers and write more policies. Calls provide consumers with the person-to-person connection that insurance thrives on.

Because calls are such an important part of converting insurance prospects, call tracking must be integrated into any successful insurance marketing strategy. Every adjustment and opportunity to improve your ROI matters in the ultra-competitive insurance world, which spends billions in advertising annually. Call tracking and analytics can help insurance companies optimize spending to get the best possible outcome for all their campaigns.

Call tracking software can also have a major impact on customer service. An IVR and automatic call distributor will see that callers get helped immediately, and call recording can be used to train your call center representatives. These are among the many direct benefits that insurance companies can get from using call tracking.

Phone Analytics and Tracking for Financial Services

Lead generators who work in financial services face various challenges in their verticals. They must reach consumers in a busy marketplace and provide prospects with peace of mind over complex financial decisions. As a result, calls carry great weight because they provide consumers with a forum to ask questions and have any concerns allayed. Financial service companies turn to call tracking to get the best results for their call campaigns.

Financial call tracking gives financial service marketers access to first-party data—the data they can collect from their marketing efforts. With this data from their calls, financial service companies can learn more about their campaigns and any partners they may distribute leads to or receive leads from.

This data can even be used to forecast future outcomes of their campaigns if they make certain adjustments using call tracking analytics. Financial service companies can use this to plan their campaigns with the same rigorous attention to detail as they provide mortgages, loans, or other services.

Call tracking data allows financial service companies to maintain a high return on investment for all their marketing efforts.

Caller Tracking Software for Home Services

The home service industry is defined by being in the field. Consumers are looking for professionals that are trusted and close to them. Sometimes they need to speak to someone right away. For all these reasons, calls foster the person-to-person connections that keep home service companies in business.

Home service professionals and lead generators can turn to call tracking to manage calls and fine-tune their marketing practices effectively. Call tracking reports can show state-by-state comparisons, offering affiliate marketers a wider view of which states have the best-performing campaigns.

For instance, those looking to generate HVAC leads may be more focused on certain geographic areas—northern states in the winter for heat, southern states in the summer for AC—and need to know where their marketing spending will have the most impact.

Call tracking software can also go anywhere, with mobile applications that allow leads to be sent or received from wherever a wi-fi or cell signal is available. This flexibility from call tracking software makes it a key component for any home services marketing professional.

Call Tracking for Agencies and B2B Businesses

While many industries that go direct to consumers are looked at for their use of call tracking, there are plenty of B2B (business-to-business) companies that can maximize their marketing spend by using call tracking.

B2B companies and agencies often engage in a lengthy sales process, including one or many phone calls. Understanding what is driving these calls is critical to the B2B marketer. They can see which keywords or other marketing initiatives are bringing in their prospects, and this data will help them optimize their conversion funnel.

A phone call is often the first of many steps for B2B companies engaged in marketing. Call tracking software becomes an integral tool for measuring marketing efforts and seeing opportunities to scale and grow.

Call Tracking Software for Lead Generation Companies

Call tracking fulfills many specific needs for lead generation experts. One such benefit is that call tracking lets lead generation companies understand their lead funnel better. Call tracking offers details on every caller and insights into your filters and IVR journey, so it is clear when a caller drops out of your funnel. It helps lead generators to plug up leaks in their funnel.

Call tracking will also help lead generators because it can use dynamic call tracking numbers to track both online and offline leads. Phone numbers in real-world locations such as billboards or bus stops can be tracked as easily as those on Google Ads. That means lead generators will get insights into their marketing initiatives success for offline and online campaigns.

How To Choose the Best Call Tracking Solution

Here’s a short checklist you can keep in mind when choosing out of many call tracking providers available on the market: 

  • Is the solution you’re considering scalable enough to meet your company’s requirements?
  • Do the integration options fit your existing tech stack?
  • Is it the best call tracking system in terms of capability to scale your marketing campaigns?
  • Does it have an intuitive interface?
  • Will it require additional integrations to function properly?

The Marketing Impact of Customer Call Tracking Software

As businesses consider how they can see an immediate impact with call tracking; they also want to understand all the variables at play. It’s possible to break down the positive and negative consequences of implementing phone call intelligence.

The Pros and Cons of Call Tracking

Pros of Call Tracking

ROI Visibility

Without phone call intelligence, businesses will encounter great difficulty understanding their attribution. Call tracking delivers clear data on the marketing efforts that generated every inbound call. By using call analytics, companies can see which call leads led to a sale or conversion, creating a clear view of the return on investment.

Analytics to Scale

Once you can determine your ROI, call tracking data can unlock other insights about your campaigns. Use reports and data analytics tools to optimize your processes, including how you may buy or sell your call leads with third parties. These optimizations will offer a roadmap for your business to scale and grow.

Customer Journey Enhancement

Call tracking software creates immense opportunities for businesses to improve the customer journey. Tracking analytics allows marketers to trace the customer journey from when they first contact to whether or not they convert. Solution features like an IVR or automated call distributor can also improve their journey.

Cons of Call Tracking

Cost

While phone call intelligence offers many benefits; the cost is one of the principal drawbacks for some companies. Businesses are advised to look at all available pricing models. Some call tracking platforms will offer a free version with adjusted capabilities to address this concern or other unique pricing opportunities.

Onboarding Process

An issue that some companies face when implementing call tracking software is a lengthy or obtrusive onboarding process for specific solutions. Companies should inquire about the onboarding process of their call tracking providers to ensure that getting set up will not be a burden on existing operations.

Tech Stack Integration

Companies may be wary of utilizing call tracking because there is a fear that the solution will not integrate into their tech stack. It’s worth it for businesses to look for a call tracking solution focused on seamless integrations with customization options.

Benefits of Call Tracking for Businesses

Once a business decides to invest in call tracking with a software solution, they are laying the groundwork for many future benefits because they are committing to a data-driven call marketing strategy. Because call tracking allows you to collect and analyze data, it offers many benefits to businesses of all stripes.

Learn More About Customers

Companies can better understand customers and collect valuable first-party data with call tracking. Insights about where callers are located, when they call, their demographics, and key interests are all useful to businesses and can be used to build customer personas.

Boost Call Volume and Revenue

Call tracking software typically offers many tools to help you spot trends, but only some include predictive analytics. With predictive modeling and call analytics, you can see likely outcomes from your campaign adjustments. These predictions can help you plot strategies that can increase your call volume or let you know when changes might lead to a decrease in calls.

Make Precision Adjustments to Optimize ROI

Call tracking lets businesses access detailed reports and functionalities that they can use to make targeted changes to get a better return on their marketing spend. You can analyze your filter settings to ensure you aren’t inadvertently filtering out quality calls. It’s also possible to view comparison reports from different date ranges to identify trends or address issues.

Is Call Intelligence a Missing Piece of Your Attribution Puzzle?

There are seemingly endless benefits and opportunities for brands that utilize call tracking. By getting attribution on their inbound calls, businesses can understand what initiatives drive their call traffic, which is a critical step in creating more effective marketing campaigns.

Phone call intelligence provides businesses with key features and tools to understand their tracking data and enhance the customer journey. Companies can optimize their campaigns with the right software and see opportunities to scale and grow.

All of these possibilities stem from tapping into the power of the phone call. Investing in calls and tracking is one of the soundest decisions a business can make because phone conversations provide a necessary person-to-person connection. This bond between consumers and brands is made stronger over a phone call and further strengthened by phone call intelligence.

Schedule a consultation to learn how Phonexa’s call intelligence software can help you capture essential call tracking data, measure marketing campaigns, and boost revenue.

Frequently Asked Questions

What is call tracking software?

Call tracking software is a platform that allows a business to track its calls, often including many supporting tools for distributing calls and capturing and interpreting call analytics. 

Businesses find incredible value not just in the process of tracking sales calls but also in the implementation of the software. The right call tracking software will include many features and benefits related to and support a company’s tracking and analytics initiatives.

What is IVR software?

Interactive voice response (IVR) is an automated phone system that interacts with consumers and captures customer information by providing them with options via a touch- or voice-based menu.

What is ACD?

Automatic call distributor software is a telephone system that instantly receives inbound calls and routes them to the available or best-suited agents.

How much does a phone call tracking system cost?

A phone tracking software typically has a monthly subscription cost, specific setup costs, and usage fees. How much your business will pay for the software depends on various factors.

Before moving ahead with call tracking software, you may want to examine your call tracking needs: how many users do you need? How long do you need data stored for? How many different publishers are you working with? Having an answer to these questions will help you understand what the costs will be.

How many marketing tracking phone numbers do I need?

It depends on the mediums and how much you want to measure your ad campaigns. However, tracking at a more granular level requires assigning a large pool of tracking phone numbers and using them as unique identifiers. For keyword-level tracking, the phone number pool should be determined by the total number of simultaneous Google Ads visitors to your website.

Victoria Berezhetska avatar
Victoria Berezhetska
Copywriter
Victoria Berezhetska is a Copywriter at Phonexa. Victoria has a degree in Bachelor of Science in Business Administration with extensive working experience as a PR specialist and content writer, touching on many different areas of digital marketing. In her work at Phonexa, she covers a wide range of topics, including call tracking, lead generation, marketing automation, and so much more.

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