When working with agencies, clients want to see the most essential type of results: offline ones.
Consider this: A dentist in New York starts working with a marketing agency and sees a boost in their social media presence and overall online brand. But are these new numbers reflecting the dentist’s main goal, having new clients? Maybe not!
Or maybe the agency’s efforts are seeing the light in bringing in new patients, except it’s not an online process. Patients will call to make an appointment, after all!
Here’s where offline tracking integrations come in handy for marketing agencies. Call tracking can be a game changer for a campaign, and to know how it’s going, it’s crucial to keep some call tracking analytics in mind. Stay with us as we explore the world of call tracking and its metrics.
What Is Call Tracking
This tool is a conversion tracker that allows you to see if your marketing efforts are meeting the standard. Simply put, this instrument is the intersection between your online and offline marketing strategies, as it works with online tools but monitors calls.
When you integrate call tracking into a marketing campaign, you’ll find that these tracking software apps have other options for you, such as knowing which keywords are generating leads, knowing which campaign the caller came from, and many other features.
Talking Analytics: Important Call Tracking Metrics
Before we expand on this tool, its benefits, and some of the most well-loved tracking apps, it’s indispensable to know which metrics you should be mindful of to ensure you’re making the most of this instrument.
One reason marketers look into this tracking tool is its excellent metrics and the opportunity it has to help you deliver valuable information to clients.
Source
This metric is no rocket science. It offers insights into where the source came from. Most effective call-tracking software allows you to know if the call came from ads on Google, Facebook, Twitter, or any other platform.
This call metric helps you understand the callers’ process and allows you to see which campaign and channel are more effective for call conversions.
Missed vs. Answered Calls
Analyzing this metric allows you to let your clients know which calls they’re missing. This action helps them know which hours might have been missed opportunities with potential clients.
Furthermore, create an ROI value for each call before installing your campaign. By doing this, your client will be able to visualize the importance of reducing the amount of missed calls.
When combined with the time and date of calls, it helps you give your clients insights into the hours that might need call agents.
Time and Date of Calls
It’s crucial to know the time and date of every call. Doing this allows you to show your clients the peak call interest.
Furthermore, doing this will help you know when to make your ads show up at specific times and dates of the week, as it will boost the call influx.
Duration of Calls
One key metric for this tool is the duration of the calls. Knowing how long potential clients are on the phone with your client is crucial to determining the success of your campaign.
If the calls are short-lived, chances are customers are calling to ask a question, like the business’ opening time (pay attention to the questions they’re asking and see if it provides a chance to optimize your client’s company listings further).
On the other hand, if the calls are longer than average, you might find customers are having issues, and your client’s team might need further training to handle these situations.
Volume
While this metric could be another no-brainer, knowing your client’s call volume is crucial. When based on the estimated ROI, you want to see if your marketing efforts are meeting the goals your client has.
Ultimately, you want to show your clients your expertise and knowledge, and these metrics are facts that speak for themselves. These metrics provide the data you need to keep your client up to date with your campaign’s success, solidifying the business relationship between both parties.
Choosing the Right Call Tracking App
Call analytics are crucial for your call-tracking campaigns, but choosing the right call-tracking software is fundamental to carrying out these campaigns successfully. Here are some of the most well-loved tracking apps of 2023:
Invoca
Invoca, formerly known as DialogTech, offers conversation intelligence for inbound calls. With its call analysis feature, it provides information about which areas of the service have room for improvement.
It also offers a call recordings feature, which helps you learn which campaigns generate phone calls.
CallRail
Similar to the previous software, CallRail has a call recording feature that allows you to analyze and seek improvement opportunities for your campaigns.
Furthermore, it has a dynamic number feature, which means you get a unique number for each campaign.
CallSource
This tracking software helps you gain information on leads and customer management and covers several industries. Indistinctly of whether your client is in the healthcare industry or is a service-based business, CallSource will work for them.
CallTrackingMetrics
If you’re looking for software that offers a free trial, CallTrackingMetrics is the right one for you. Additionally, it has click-to-call and keyword-tracking features. These elements will provide a complete picture of your campaigns and help you connect the dots between your offline and online efforts.
Marchex
If the client you’re working with has decided to go international, Marchex is the right call-tracking software for your campaign.
Furthermore, if you also want information on leads and conversions, consider working with this software, as it provides valuable data on these and other factors like marketplace and omnichannel.
Why Call Tracking Is a Great Tool
Personalizing the caller experience is crucial for ad campaigns. Using call-tracking data to understand customers’ behavior can help you improve your marketing decisions.
Additionally, most of these software have AI-driven features, and AI continues to rise. Knowing where to implement this tool in your campaigns will cause excellent impressions to your clients, helping you look like the expert you are.
When you combine call conversion rates with SEO results on your client’s web pages, you provide a full picture of why working with you is a path to success.
Call Tracking and Digital Marketing Reports
When you provide digital marketing analytics reports to your clients, you want to ensure they receive valuable information.
Digital agencies can’t stay focused on just digital results, especially if the client relies on offline conversions. You want to give visibility to their Google Ads, but you also want to make their phone ring and get appointment calls, for example.
When you create a digital marketing campaign, consider including call tracking in your customer experience. It might raise costs slightly more, but the results will speak for themselves. Show your expertise based on factors, and see how your agency grows by leaps.
Frequently Asked Questions
What Is Dynamic Call Tracking?
Dynamic call tracking is a feature that provides different call numbers for each campaign you set up. There are two dynamic call tracking types:
- Unique session: This type of tracking offers information on every call per session. Simply put, this feature will provide information on every call your client gets based on the web session that generates it. Furthermore, it gives you insights into keywords, call sources, conversion metrics, and other analytics.
- Channel-based: Unlike the previous option, this tracking method does not offer a complete picture of call data. However, it provides information on marketing channels and whether the call is organic or a referral, among other features,
How Many Technological Methods Does Call Tracking Offer?
In addition to dynamic call tracking, other technological methods call tracking offers are:
- Call-back functions: In this case, potential customers leave their phone numbers on your client’s platforms and website to get a call-back from their call agents. This is an online exclusive feature.
- Call number tracking: If you’re interested in offline tracking options, call number tracking is your method. Its main goal is to offer offline calling solutions.
- Static number tracking: Phone numbers on billboards, TV ads, newspapers, and other marketing mediums are considered static number tracking.
What Is Static Number Tracking?
While dynamic tracking is the preferred method of most marketers, since it provides different phone numbers for different sources, and a deeper look into its analytics, static number tracking is a well-loved method, too.
When you use a single phone number for offline marketing mediums like the ones mentioned above, it is easier to track which medium generates more leads. Furthermore, it proves to be an easier method, since it works with just one phone number for each medium.
As expected, if you wish to provide a deeper look into your call analytics, this might not be the right choice for you. If your client only wants to see basic call information, mention static number tracking and its benefits.
Conclusion
Call tracking analytics are a crucial part of marketing campaigns. We hope this article provided an excellent insight into the world of call tracking metrics and its benefits.
When you provide a top-notch service with features that might surprise your clients, you stand out from your competitors, and differentiating from them is essential to the success of digital marketing agencies. Accelerate Marketing helps you stay on top of the calls your business gets, making this task an easy ride and helping you achieve your goals. Thank you for reading!
