How call tracking works

Call tracking allows companies to attribute offline conversions, such as organic and Paid Search. Marketers can track the profitability and referral sources using JavaScript or a third-party software.

Although tracking phone calls isn't a new feature, it's not commonly used by small businesses. Businesses could buy additional phone numbers before digital marketing. These could then be assigned to advertising mediums like billboards or television commercials. A few phone directory publishers recognized the importance of call tracking and offered advertisers unique phone numbers to track calls that resulted from advertising in their phone directory.



Tracking problems can arise from a large number of referrals to your site. A static phone number will not suffice to track where your traffic comes from. This issue can be solved by injecting code and subscribing for a call tracking service.

How call tracking works

To track phone calls, a developer must add a JavaScript to each page that you wish to be tracked. The call tracking software then replaces the text-based number on the site with a variable number that is determined by the referral source. To properly track referral sources, it is necessary to purchase a unique number for each referring medium. Referring mediums could be either organic Google traffic, Google AdWords visitors or any other part of the campaign such as a banner ad on an industry-relevant website.

Site visitors who visit the site will be served different numbers if JavaScript is added to it and the referrals you have selected. Site visitors who call the tracked number will be redirected to your main line.

Let's take a closer look at the two types of call tracking: keyword-level and standard.

Standard Call Tracking

Standard call tracking, which only requires a dedicated number and call minutes driving cost, is the most economical call tracking option. This option allows marketers to see which media sent traffic to their site, as well as caller information.

· Name

· Telephone number

· Time of the call

· The duration of the call

· Phone number of the caller

· Call recording

Keyword-Level Call Tracking

A call tracking solution can be purchased if keyword level data is something you cannot live without. This data will usually cost you more. A keyword can be used to assign a call, but depending on the volume of clicks, you will need many more numbers. A smaller PPC campaign that has less than 1,000 clicks per month will cost you $125/month to track keyword-level calls. Although the data is very valuable, it will not be cheap.

Information versus Cost

It is important to know what information you will receive via call tracking, but it is even more important to know how you'll use that information.

· Call tracking is the best way to find out how effective your PPC campaign at generating offline leads for your company.

· Standard call tracking can be used to determine the hours that most paid media calls are coming in so that you can tailor your campaign to make it profitable.

· Keyword level call tracking can be a great way to optimize your paid media campaigns based on which keywords produce calls. These keywords are the ones that can trigger online conversions. Are there any other surprises? There are often surprises that will surprise you and can help improve your long-term ROI.

No matter which version you choose to use, call tracking will provide insight that is not possible through other marketing metrics. DTC recommends calling tracking to help you understand the effectiveness of your marketing campaigns for your SEO as well as your paid media.

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