Successful businesses that advertise and rely on high-volume inbound calls must know where these calls come from and why the caller is contacting the firm. This information is crucial to maximize revenue generation and promote customer retention. The use of call tracking software with real-time analytics plays a pivotal role in supporting businesses in identifying the source and optimizing these calls.
This guide provides great insights into call tracking software, including types and essential call tracking metrics.
What is Call Tracking Software?
Call tracking software involves a technology that records data about phone calls. Businesses then use this information to analyze the telephone call performance in relation to their marketing efforts. The data also allows business managers to parse and evaluate the information to track the performance of their advertising efforts. Businesses can measure performance by measuring call duration, conversions, sales, and other milestones.
Types of Call Tracking
The call tracking software offers various ways to track telephone calls and provide accurate information. Common types of telephone tracking include;
- Call Back: Also referred to as Click-to-Call, call back features two tracking methods that rely on third-party website tracking software. These include requesting a call and clicking to dial. Request a call involves website visitors clicking a link and requesting a call from the company. In contrast, click-to-dial involves visitors browsing the company website on mobile devices, clicking a link, and triggering a call.
- Static number tracking: This type of call tracking involves businesses renting or purchasing several different telephone numbers and assigning them to a marketing campaign like digital media or television. When the ads run, the marketing manager can examine the call volume, duration, and other metrics to determine the campaign’s success.
- Dynamic call tracking: It is a web-based method that enables websites to swap telephone numbers on their websites dynamically. These service providers often install specific codes in business websites that control the telephone number. Under dynamic call tracking, there is channel-based call tracking and session-based call tracking.
Essential Call Tracking Metrics
Call tracking software with real-time analytics allows customers to interact with businesses while providing insights into their connection with these companies. Call tracking features several metrics, from helping the company optimize ad campaigns to interpreting captured data.
- Call origin: It involves learning which marketing and campaign channels generate more inbound calls.
- Geographical location: It helps businesses tailor their ad targeting by identifying geographical regions with the most high-intent and high-quality leads.
- Call length and quality: With longer call durations, the greater the lead quality. Business managers can determine longer calls to assess the information, which is crucial for filtering spam, telemarketing, and robocalls.
- Keyword effectiveness: Keyword-level tracking helps businesses to identify new keywords and optimize various keyword selections to build high-performing channels.
A visitor to Call Ratio (VCR) is another key call tracking performance indicator that helps businesses identify channels that provide more high-intent phone leads. It also allows brands to distinguish between channels that generate visitor-only volume.
Call tracking software with real-time analytics offers endless benefits and opportunities for businesses that use call tracking. Getting insights into their inbound marketing allows business managers to learn initiatives that drive call traffic, which is crucial for developing more effective marketing campaigns.