Call tracking fills a crucial gap in the analytics that most small and large businesses use. Most business owners and managers use analytics (like Google Analytics, for example) to learn about their customers and track the success of their advertising and marketing efforts. Google Analytics gives you lots of significant data, like which ads your new customers and leads are clicking through from, and therefore, which of your keywords (and AdWords ads) are most successful. That’s great — but other valuable website analysis data is left out.
Consider this scenario: Your AdWords ad may have worked wonders at generating new leads, but the ads might have brought you phone calls rather than clicks. Without call tracking, you would never know your ads were successful—and you might stop using those profitable keywords in future. Call tracking helps you make the most of your marketing/advertising dollars by showing you the true impact of all your customer channels.
Call tracking is now essential to complete your website conversion picture. Ever-increasing mobile device and smartphone use means that, more often these days, people call (rather than click) to contact you after visiting your landing page or seeing your online ad. If you place offline ads, call tracking lets you know which of them are working best, also. This data has likely been missing from or separated from, your online analytics until now.
Leads who call your business are often closer to converting than those who interact with you on Facebook, on your website or through other methods. The leads who call you are often the very ones you know least about. A good call tracking software vendor can provide you with this important missing information—and help you better nurture future customers and make more sales. Call tracking lets you know how your leads found your business, and when tied in meaningfully with the other analytics and data in your CMS, helps increase website conversion.
Call tracking lets you assign a unique phone number to each ad or marketing campaign element, such as a landing page on your website, an AdWords ad, a Facebook campaign, a Tweet, etc. Call tracking also tracks your offline ads and promotions with a phone number for radio ads, print ads and more. A quality call tracking service lets you integrate call tracking data into all your analytics so you can truly measure your campaigns. This helps you use your advertising and marketing dollars (and time) wisely and make more sales.
When you are comparing call tracking software and providers, first prioritize the features you need for your business sector or industry–and check to be sure your proposed vendor offers them. Your call-tracking requirements might include:
Make sure your call tracking partner offers: