Call tracking - what it is and who needs it
Call tracking is quite a scary concept for many people. Often, customers are sure that it is just another "trick" of marketers that should increase the level of their payment. What is happening? Call tracking is a relevant analytical tool if you look closely at all the mechanisms. It allows you to see and analyze what kind of advertising brought a customer to a customer. Understanding the difference between dynamic and statistical call tracking is vital.
Call tracking - analysis of the concept
Call tracking technology allows you to determine what type of advertising prompted a customer to call and place an order for the offered service/good. If a person responds to offline advertising, call tracking will record this information during the call and analyze it later. The technology allows you to determine what interests the client precisely- a video or a billboard. If online advertising works, you can see the primary key that attracts the client.
The direction of call tracking
Businesses can visually track and analyze data on converting existing ads by launching call tracking. When using other analytical systems, tracking the source of a phone call is impossible.
Call tracking is necessary in 2 cases:
The client sees the contact information on the website of interest and calls back by choosing one of the current numbers.
The customer calls the number from offline advertising.
If the call tracking system is not activated, then after the customer calls from the Google ad, the data on the empty visit will remain. You will receive information that the customer has left the site, and you will not be able to understand whether the ad was effective.
This does not happen when working with call tracking. The analytical system immediately recognizes whether there is a connection between the ad and the potential client's call.
How call tracking works
The essence of call tracking is that this technology allows you to see the relationship between ads in different channels and calls from different phone numbers. This can be determined by the phone number that a potential customer calls. Then the call is redirected to a landline number.
There are different types of call tracking:
Static call tracking is a mechanism in which different company numbers are placed on various advertising media. The system immediately recognizes which advertising channel has been triggered when a call comes in. Phone numbers usually differ only in the last digit: 38XXXXXXXX1, 2, 3. Number 1 will be outdoor advertising, two will be printed materials, and three will be radio advertising. Further analysis can help you understand which advertising channel has the highest customer response.
Dynamic call tracking. In the process of responding to an online ad, users still get to the main website, but at first, they see different phone numbers: 48XXXXXXXX1, 44XXXXXXXX2. By the number that worked, it is possible to determine which advertising platform worked, even which keyword brought the client to the site.
Call tracking technology will quickly link all the data, providing statistics on the advertising channels that worked.
How to analyze running ads using call tracking
Thanks to call tracking, a business owner can objectively assess how well all ads have paid off and which platforms are openly unprofitable. There is accurate data on where the profit comes from and whether the advertising brings the expected result. If the response is justified, you can scale your advertising in this direction. If the statistics show losses, you can safely abandon the existing channel.
It works like this. Customers of a particular company prefer to leave requests by phone rather than on the website. This is very convenient, as you can place an order anytime and not wait for the operator to call back to clarify the data.
The analytical system records which numbers were called. The system displays information about the response from billboard ads and Google Ads. If there is no call tracking, it is impossible to track such data. The customer would not understand that offline advertising is effective and which platforms are worth paying attention to.
At the end of the reporting period, there is accurate data on how many applications were received and where they came from. What budget was spent on advertising, and what revenue and net profit remained in the company? From this, it is possible to conclude on which platforms advertising can be adjusted and on which it is necessary to abandon it altogether.
If call tracking is not involved, you can see that the main losses are from online platforms because no program would link calls to incoming requests. There are simply no methods for tracking offline advertising in this case. Given such disappointing data, many could turn off online advertising, and losses would have increased by the next reporting period.
It is essential to use dynamic and statistical call tracking correctly and promptly
Statistical call tracking is used to analyze offline advertising and will also be relevant for online advertising research. There is no goal of in-depth analysis here. It is only essential for us to understand from which resource the client came. It can be:
Billboard, stretch mark;
Advertising platforms Google Ads or Meta Ads and others;
Dynamic call tracking is a method of in-depth analysis for all online advertising. The customer can find out what search query the buyer entered and how they went to the resource when they called. In the generated report, you can see the primary key, ad, and group.
Dynamic call tracking is used when working with any online marketing traffic channels.
Connecting and setting up call tracking
To connect call tracking, you first need to buy virtual numbers and a direct number from PBX, to which calls will also be forwarded.
If this is the case, you need to proceed as follows:
Develop a call-tracking scenario. It's essential to determine the number of replacement numbers for advertising and their format for potential customers.
Purchase numbers in the required quantity.
Specify the number to forward calls in the script.
If dynamic call forwarding is selected, specify the extension number.
If the customer plans to buy virtual numbers and forward them to their PBX numbers, the technology changes:
You need to set up call forwarding from third-party numbers.
Set up a SIP recording for receiving calls.
Create a call-tracking scenario.
Specify all numbers to be used.
Specify a SIP record in the settings; all calls will be redirected to it.
In the case of dynamic call tracking, specify which number on the website will be used as a substitute.
Call tracking is an active and necessary tool for tracking advertising performance. It will allow you to quickly identify the leading platforms, increase ads, and remove unprofitable channels.