How did that person who visited your website, filled out your form, called you on the phone, or walked in the door find you?
Are you gathering web analytics and call analytics to help you track ROI?
Every lead needs to have attribution information. Every campaign needs to have precise ROI metrics attached to it. Hold your marketing activities accountable in the same way you would hold an employee accountable.
Marketers generally do a pretty decent job of measuring and analyzing online behavior. Marketers track online metrics in a fairly precise way. However, things become sketchier and significantly scarier when someone calls.
Despite the growing number of customer phone calls thanks to better SoLoMo marketing (social, local, mobile) and the explosion of ROI tracking via call-based analytics, many businesses still fail to attribute phone calls. It is a glaring hole in their quest to prove marketing ROI.
This is particularly stunning when you consider that phone calls are widely considered to be the best lead source a business has. In fact, BIA/Kelsey reports that 64% of businesses say phone calls are the best leads they receive. Better than web traffic, form fill-outs or even walk-in traffic. Calls are king.
Call tracking allows marketers, business owners and agencies to plug the dam of leaking lead attribution and understand—perhaps for the first time—which keywords, ads, channels and marketing activities are producing phone calls. Call tracking allows them to prove ROI.
As one of our clients said, “If you’re doing marketing and not using call tracking, you’re missing a lot.”
(Okay, okay, he actually said, “If you’re doing marketing and not using call tracking, you’re dumb.” But we wanted to be nice).