Understand where callers come from and how they interact with your brand with call tracking.

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What is call tracking?

Call tracking is a technology used by marketers to learn how many calls they receive from channels and keywords. Marketers can use this information to understand which channels are driving the most calls and how well their marketing campaigns are performing. Whether you use click-to-call ads or call extensions, have a number on your website, or use print advertising, inbound calls can be tracked using dynamic number insertion (DNI) technology. In short, Call Analytics providers allocate call tracking numbers (CTNs) that replace existing numbers using DNI so the call can be tracked.

Digital media and paid search are common digital campaign tactics, but clicking to call drives your customer offline, beyond the tracking reach of digital analytics programs. Call Analytics can tell you what your digital analytics programs can’t: what happened after the prospect clicked your ad or website phone number.

First, call tracking fills the data gap in online-to-offline conversions, allowing you to see the complete picture of how customers are interacting with your brand. Then, you can use this information to refine your campaigns and maximize your return on ad spend (ROAS).

To sum up, Call Analytics from call tracking provides macro data on call volume, marketing channel the call came from, caller locations, peak call times and much more. Call Analytics also sheds light on what happened in each call and its outcome.

 

For marketing attribution

Call tracking lets you know what marketing channels are performing. Marketing attribution allows businesses that rely on customer phone calls to gain a complete picture of how a customer came to connect with them.

Call tracking allows marketers to understand which ad a customer responded to or which keywords a customer searched before making a call to a business. You can get as granular as you like by deploying CTNs on the channels or keywords you want to track. How many tracking lines you opt for depends on marketing goals. For source-level attribution, you need a tracking line for each marketing channel. For keyword-level attribution, you need more phone numbers to allow for session-based tracking on your landing pages.

Moreover, your call tracking provider can help you estimate your number pool and even manage number assignment for you. All you need to do is place a tiny piece of Javascript onto your landing pages to allow for dynamic number replacement—the technology the enables accurate call tracking.

The Marchex Dynamic Tracking feature provides real-time attribution of calls so you can take immediate action.

 

Optimizing marketing spend

Once you learn which channels and keywords your customers are responding to, you can redirect budget to high-performing channels and keyword to return on ad spend (ROAS). Then feed the data back into your bid management platform allowing for real-time bid adjustments based on conversion indicators. Marchex integrates with all the leading bid management platforms for real-time optimization. 

Use call tracking in your marketing

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