Are you taking full advantage of your call tracking platform?
Thousands of businesses employ the data that call tracking offers to optimize their marketing strategy and improve ROI.
In previous posts, we’ve provided guidance on the best places to put call tracking numbers.
Today, we will be examining some of the top ways to use the data extracted with call tracking technology.
A basic overview of call tracking data can be generated through reports with your provider. Marketers use these reports to gather and analyze the information that is associated with these numbers.
The primary purpose of these reports is to tell marketers which ads, campaigns and sources are generating phone calls. The reports can also reveal more detailed information such as the timing, duration and geographic location of these calls.
How many phone calls are being generated through Google searches? How many of them come through from other channels? Call tracking numbers can tie specific phone calls to the specific referring sources that produced them.
Call tracking numbers are often used to identify phone calls from specific URLs. These URLs can be associated with a variety of things such as PPC ads and directory listings. This type of data makes it possible for marketers to distinguish between the URLs that are generating phone calls and those that are not.
Marketers that use session-based or keyword call tracking are able to determine the organic keywords that lead to a phone call. This is accomplished by having a unique phone number displayed to each individual website visitor and then associating that number with the keywords used to find the webpage.
This type of DNI call tracking can be advantageous in the right circumstances. If you’d like to learn more about keyword call tracking then you can check out this blog post.
Many of our clients use call tracking numbers for the purpose of collecting data from the calls themselves rather than the events that led to the call.
At Convirza, every phone call that is generated through one of our call tracking numbers is recorded. Some companies also use Convirza’s call tracking platform to record outbound calls.
In addition to using call tracking numbers for recording call content, some clients take utilize our platform to extract critical metrics from the phone calls.
Calls can be scored and graded on a wide range of criteria or to extract a few key metrics requested by the client.
If you are interested in finding out what your sales team’s close rate is then call tracking numbers are an option. Using call scoring to keep track of close rates can be an effective sales training tool.