Reasons to invest in call tracking

Calls are Important to Your Advertiser:

In the healthcare industry 88% of patient’s book on the phone and similarly 77% of people looking for insurance do so by calling each other. While really anyone running ads that have a number on their website should be tracking calls, inbound calls are very important for certain industries. In a recent e-book DialogTech identified twenty-five industries where call tracking is driving revenue. Advertisers in any one of these industries are making sure that they have a site with a cell phone number helping people to connect, get queries answered, and completely convert advertising efforts to revenue. To be able to report on the value of online advertising efforts including cell phone calls from ads, marketers need to set up call tracking. Completely call tracking is set up by adding a JavaScript snippet to the source code of a site. This JavaScript is designed to replace the number on the website based on predefined rules.

Once this is done, the site will show the dynamically replaced call tracking number to the site visitor allowing the marketer to see PPC calls segmented out from the other traffic sources in their call tracking dashboard. Calls are also particularly important because they can produce higher quality leads. Calls convert 10-15 times more often than web leads. There are many success stories that point advertisers to call tracking. Whether it’s that irreplaceable human quality or the convenience of instant information, calls are an important source of leads to any business and provide important data to the advertiser. There is also a secret phone tracker for the marketers to understand the values and market prospects properly.

You Want Segment Calls by Medium:

Understanding how paid, organic, and referral traffic are influencing cell phone conversions helps you know and learn where to focus your efforts. If the cell phone calls come from PPC, you will want to get more granular to learn which campaign and keyword are driving more cell phone calls. Google Analytics provides insight as to what’s happening online. But when there is no click event – GA is blind. With a call tracking provider marketer can enable dynamic number insertion (DNI) on their site to dynamically show each site visitor a dedicated number by medium (CPC, organic, referral). Imagine you are advertising for local brick and mortar computer and electronics store. You can setup the JavaScript to show a different number depending on the way people get to the site. For example:

  • People who clicked on a paid search ad would see one number.
  • People who clicked on an SEO listing would see a second number.
  • Everyone else would see a third (or the actual business #).

This will allow each call to be tagged as ‘paid search’, ‘organic’ or ‘other’ and let you segment calls from paid search in your reports. Many call tracking providers tie the offline call data back to GA so that marketers can provide a holistic view of web based and offline calls broken out by mediums.

These insights can also help you provide recommendations to inform customer acquisition strategy.

Leave a Reply