Local businesses care about phone calls.
They care about phone calls a lot. Approximately 64% of local businesses say that phone calls are their most valuable leads. Mobile searches result in phone calls more than 70% of the time. An smartphone users conduct mobile searches for local businesses at least once a week .
Long story short: calls matter.
Calls also turn into revenue 10x more frequently than web leads do. If you’re a dentist, any medical office, a lawyer, a tire shop, an auto repair shop, or any other non-restaurant local business: calls matter.
With that in mind, which call tracking metrics should you pay attention to?
This might be the most important and powerful call tracking metric for local businesses. Call tracking from Convirza allows local businesses to track which campaigns generate phone calls and which don’t. This can be done by assigning specific call tracking numbers to specific campaigns, or groups of campaigns.
The information is accessible in the Track area of Convirza, in the Reports area of Convirza, or in any place you want via Webhooks.
This is critical for any marketing ROI measurement that any SMB wants to track.
If you want to get even more granular than tracking calls by campaign, you can track calls by ad. This is great, great information that allows you to get very specific and do some significant A/B testing.
This metric is probably more suited for businesses doing somewhat sophisticated PPC marketing. If you’re not doing PPC marketing (or very much PPC marketing), tracking calls by campaign might be as far as you need to go.
One of the coolest call tracking metrics is in the summary information of every page of Convirza. It provides data about which hours of the day produce the most phone calls. This helps local businesses manage lunch breaks, staffing, and phone answering. It literally helps local businesses manage their day.
Convirza can track which calls come from which geographic areas. It can track where calls are coming from down to the state, county, area code, zip code and even street level. This can help you target your future marketing efforts. It can also help you target your offers for specific geographic areas and demographics.
The Importance of Metrics
IBM says that companies that use analytics to make decisions make 40% more money than companies that don’t. It’s that simple. If you use analytics to make decisions you’ll make more money than your competitors that don’t.