What is Call Tracking?
Call Tracking is the process of learning about an incoming phone call and the technology that allows you to do it. This includes, but is not limited to, demographics of the caller based on the phone number, the location of the caller, and the time of the call. This information is imperative in determining marketing success in the modern world.
Call Tracking reveals a number of metrics about the incoming call and caller:
- Geographic data about where the caller is calling from
- The time of the call (important to compare to advertising run times)
- The number that was used to call in; different numbers are used in different advertising campaigns, so learning the number that was used to call in, is crucial in learning which campaigns worked and which ones need improvement
- The duration of the call. This may not seem important, but let’s say you’re examining analytics from your call center and you use an IVR. If you’re getting a lot of hang-ups at approximately the same time, this means you’ve got an issue in your IVR that is causing the caller to hang up.
The Two Methods for Phone Tracking
There are two methods for phone tracking. They are with the call-back function and call number tracking.
The Call-Back Function is web-based. The user provides a website their phone number and the user is called back. The website registers the site and page where the caller provided the information. This is called a conversion, from a business standpoint, and the page that prompted the user to leave the information is said to be a “converting page.”
Call Number Tracking registers the incoming phone number using traditional phone servers. There is no web-based technology used in this process.
Does Call Tracking Differ from Call Tracing?
In a sense, but more by traditional usage than by actual difference.
Call Tracking is the process of learning information about the caller for purposes of determining the levels of success or failure of a particular advertising campaign. Tracking takes place primarily while they’re on the phone.
The use of the phrase “call tracing” cannot be separated from the movies, such as when a cop says, “Let’s get a trace on that phone call.”
Call Tracing sometimes refers to the process of identifying a caller after the call has taken place, but when it comes right down to it, there isn’t any real difference.
The most important thing to remember about call tracking is this that it’s not really about the call or the phone. It’s about the caller. So, a more accurate term might actually be Caller Tracking.