5 min readWhy is Call Tracking a rising star in marketing analytics
December 10 2020 | Marketing
To appeal to customers’ changing habits and expectations, marketers are more than ever focusing on digital communication. They manage to create targeted messages, broadcast through state-of-the-art channels. So that they get in touch with their audience more often and with more relevance.
Meanwhile, as opportunities are growing, marketing investments may follow. And all teams are not ready for this, perhaps so is yours. This stands as a challenge for marketers to optimize their budgets even more. And to do so, they need to measure efficiently their actions’ performance, and precisely calculate each channel’s ROI.
Call Tracking is a solution to help marketers analyze inbound call data, namely per channel. Thanks to this, it becomes easy to identify marketing actions generating the highest amount of phone contacts. Here, we explain how 5 of our clients from different fields optimized their investments and grew performance with Call Tracking.
Benefit #1: Optimize marketing channels’ ROI
May it be for website, emailing, paid ads, social media, one of the most impactful calls-to-action is the company’s number. To set up a smart digital strategy, a marketer must be able to allocate investments to the most efficient channels. This means most leads of the company are generated via these channels, and it can also include phone.
With Call Tracking, it is easy to understand immediately which marketing channels are the best performers regarding phone leads generation. For example, one of our real estate clients is using it to measure inbound calls from property portals. A tracking number dedicated to each portal allows to call the company.
This way, they know exactly which portal each call is coming from. And they can optimize their marketing budgets for the next period, by choosing first to invest on the portals with the best ROI.
Benefit #2: Capture more marketing conversions with call data
More than measuring new leads, marketers also need to establish their conversion rates. With many online tools today, you can easily follow up conversions from your online marketing, such as ads or forms. But to make it fully complete, don’t forget about conversions from your inbound calls!
Call Tracking brings in that missing part with some additional data about marketing conversions generated through inbound calls. These can be originated from your SEA campaigns, emailing or other channels. One of Dexem clients, a digital marketing agency, is using Call Tracking to measure calls received from their landing pages. What’s more, they can process this data to their usual reporting environment, to have a complete overview of their conversions.
Benefit #3: View call data in your own marketing tools
As I began to say, marketers daily use several digital tools to measure their actions’ performance. In this, reporting cannot be set apart. To include it fluently in their everyday tasks, marketers often choose these tools by the integration possibilities they offer. For example, it can be useful to integrate them with Google Analytics, or a CRM tool such as Salesforce.
Call Tracking offers a diversity of data reports. Either you can refer to them directly, or connect the solution with other platforms. You can easily integrate Call Tracking with well-known market tools like Google Analytics or Google Ads. And the same goes for “homemade” internal tools.
For example, another Dexem client specialized in continuous professional training chose to integrate Call Tracking with Google suite. Then, they can measure their calls by channel, by Google Ads campaign or even keyword. And in Google Analytics, they can directly see how many calls they received from a webpage or a multichannel funnel. They can simply compare this data with other channels, with no need to export call data in a separate file.
Benefit #4: Analyze online visitors’ journey
To deepen their targeting and positioning, data driven marketing managers set additional objectives around their online visitors. Their ultimate goal is to learn as much as possible about people browsing their web pages.
Call Tracking, and more precisely, Call Tracking by Web session, is the tool for this when it comes to callers. You can track an inbound call back to the traffic source from which this contact came from. Then, you know exactly which pages of your site or Google Ads campaign your visitor has viewed before calling you. One of our clients, a telecommunications operator, is using Call Tracking specifically in that way. Each of their online visitors is matched with a tracking number, which they will keep during the whole online session.
When our client receives a phone call, they can find out in seconds which traffic source, campaign, ad group or Google Ads keyword their phone lead came from. Moreover, they have detailed data about their visitor’s online journey with their company before his call. This allowed our client to reduce their marketing acquisition cost by 20%, thanks to Call Tracking!
Benefit #5: Segment remarketing audiences with more accuracy
Measuring marketing actions’ performance allows to identify the most efficient channels. With this in mind, marketers can allocate future investments to the right audiences. But when talking about retargeting or lead nurturing campaigns, a specific action accomplished by the audience can be the milestone of the strategy.
Then, marketers can also set phone calls as criteria for belonging to a specific audience. For example, did the visitor already contact the company by calling them? That is the question this other Dexem client pointed out with Call Tracking. As a software editor, they could segment their audiences by the phone call criterion. And then, they managed to target people who already called them with unique and more specific campaigns.
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Ask yourself, can your inbound calls generate leads or conversions for your company? If the answer is yes, then Call Tracking is definitely a must-have for your marketing team. It is fast to set up and assimilate, and il will be a real data goldmine for everyday use. With this tool, you can collect precious inputs about your leads’ behavior, and your marketing ROI.
As highlighted throughout the examples of this article, Call Tracking is a great solution for you to measure your digital performance. For more information about this, please check out our Call Tracking page. And don’t forget to have a look on our blog, or simply contact our teams for a chat!