The Importance of Call Tracking: Why It Is Essential for Modern Marketing Analytics
With the integration of mobile devices into everyday life, it might be reasonable to expect that countless messengers and applications will eliminate the need for phone calls. That is why the majority of marketers have primarily shifted their focus toward the online journeys of customers. However, phone calls are still very much alive, and call tracking is worth all the marketing efforts and investments just the same.
While it might seem impractical and counterintuitive at first sight, a large share of prospective customers generally choose to address their concerns, questions, or issues during a live phone conversation instead of filling out online forms or using a live chat option. Therefore, no business can afford to ignore inbound calls.
Call tracking is one of the most efficient ways to evaluate and optimize all marketing efforts and campaign performance. Besides, integrating call tracking marketing solutions allows businesses to tap into in-depth call analytics, assess the customer journey across channels, and utilize all the conversion capabilities.
The Role of Call Tracking Service in Marketing Analytics
Naturally, call tracking helps digital companies deal with multiple challenges like tracking spending, optimizing ad campaigns, and improving ROI.
Apart from delivering granular data, call tracking software allows companies to attribute all the conversions to specific campaigns across different channels. It offers invaluable insights into ad campaigns allowing marketers to optimize and maximize their efforts.
Today, demand for call tracking capabilities and aptitudes is stronger than ever – which is perfectly understandable considering it allows cross-channel performance evaluation and optimization of specific business processes. For instance, it can prove useful if you are working on product design, creating customer surveys, or identifying trends that influence customer experience.
Most of the call tracking services typically offer specific features that contribute to improving your marketing ROI. For example, keyword tracking as a result of search engine marketing continuously captures a sizable share of online marketing spending. Call tracking software provides an opportunity for businesses to break down the tracking process to the individual keywords. In a nutshell, keyword tracking allows marketers to follow and evaluate the campaign at the level of keywords. Simply put, it is based on the assessment of the keywords that generate conversions.
More often than not, call tracking includes a unique tool called a dynamic number. It is typically used for every online source, including PPC advertisement or organic search. With call tracking software, an individual tracking number is designated for a specific campaign. In turn, it allows attributing a call to a particular campaign and identifying a keyword that triggered the phone call. This feature enables marketers to significantly improve the impact of active ad campaigns and generate more leads and conversions in the future.
Another prominent feature is campaign tracking, which allows identifying the best performing marketing campaigns. Regardless of the campaign type, the call analytics dashboard provides all the essential data. After assessing the data, marketers can get an in-depth look into the ad campaign performance and evaluate individual marketing efforts in conjunction with the company-wide marketing strategy.
It’s important to note that a fundamental part of a call tracking includes multi-channel attribution.
all tracking tools can enable marketers to identify the content segment that resulted in a phone call. In this case, the phone numbers are assigned to specific content fragments in the advertisements, blog posts, or social media posts. This model of attribution allows seeing all the points of contact. In other words, it demonstrates the entire consumer lifecycle.
Reporting and Analytics
Advanced reporting and analytics represent all the benefits and perks of call tracking software. Simply put, it is about maximizing the use of call tracking data and making it easy to analyze it. With the granular call attribution analytics, the software can capture any data essential for your business and track it up to the phone call. This way, digital companies can assess the captured information and utilize it to personalize the customer journey and pinpoint the latest trends.
Understanding customer behavior, environment, and emerging trends that are behind attribution large in part responsible for the success of marketing campaigns. Therefore, getting familiar with granular call tracking data guarantees a thorough analysis of sources, caller types, phone call volumes, approaches, and keywords.
This way, marketers can see the full picture and distinguish the missed opportunities if there are any.
The Best Practices for Implementing Call Tracking
Today, marketing experts have access to a considerable amount of information on campaign performance. However, focusing on tracking clicks and online conversions cannot provide a complete image or understanding of customer behavior, missed opportunities, and generated conversions.
Integrating call tracking is essential to making the most of your marketing efforts. Since the omnichannel experience is now the new normal for customers, it is crucial to consider the combination of offline and online marketing efforts. For instance, you can try assigning phone numbers to emails and direct mails if you send them.
Leveraging data across channels is one of the fundamental approaches when it comes to implementing call tracking. Besides, leveraging inbound calls can help you build a top-notch customer support team and improve customer experience. For instance, you can consider implementing IVRs and surveys to gain additional information and insights from your customers. In a nutshell, customizing inbound calls can help you keep the callers engaged and support agents motivated to provide a first-class customer experience.
Real-time reporting, along with intelligent call routing, can work wonders for your conversion rates. Likewise, AI, chatbots, and keeping the possibility to communicate with live support agents will guarantee an improved customer satisfaction rate. Gaining actionable insights on inbound calls, in turn, can open up multiple opportunities for optimization and improvement of your marketing activities.
Therefore, businesses should not underestimate or ignore the power of call tracking. At the end of the day, call tracking software might be the key to the missing marketing resources and more efficient budget allocation.