Many advertisers base their performance reviews on call tracking systems that provide analytic information about incoming phone calls. There are various ways to implement a call tracking system. Typically, it generates information about incoming calls such as the number, time and geographical location. This drives sales by informing advertisers when and where to reach their most relevant audience.
Effective call tracking can improve sales.
Here are the basics of call tracking:
- Sign on: It usually requires investing in software and possibly a service provider to set it up. The added coding in your website distributes a set of unique numbers across your marketing channels, enabling you to collect and measure the data generated from your business’ phone calls, Business 2 community explained.
- Gather relevant data: The data gives advertisers a sense of where the most relevant audiences are and what times of day produce the most calls. Depending on the service, you can create groups by factors such as the duration of calls. The idea is to signal which marketing strategies are yielding longer calls that are more likely to result in a conversion.
- Integrate: The information should be integrated with your other data tracking processes. For instance, chances are, you’re interested in tracking the performance of the PPC landing pages you’ve created. Call tracking can help you determine which pages generate the most calls, best leads and best conversion rate. Your CRM system may also be able to follow the lead through the sales cycle.
- Use search engine: Search engines generally have a conversion tracking system that highlights conversions within your account. To take advantage of this function, however, advertisers must create a means of getting the caller to a page on their website—for example, through online receipts that trigger a record of the action, explained Search Engine Land.
- AdWords users: A free but less comprehensive service is available through Google for AdWords users designed to track online ad performance for call conversions. It assigns a unique phone number to ads, which shows up on tablets, laptops and desktop computers. This provides advertisers with details on area codes, start and end time and whether the call was connected.The service helps companies report on the calls they receive through call extensions. Let’s say you add the extension to your campaign promoting a new restaurant. When one of your ads is triggered, the user may click through to a Web page to get more information, or touch a call button on your ad to reach your ordering line.
Businesses should research different options to determine which one is the most beneficial and cost-effective for their particular advertising model.