It’s crucial for marketers to have a deep understanding about the campaigns they run and the audiences they target. The more information marketers have, the better they can personalize and optimize the content they create, which means more clicks and conversions.
Call tracking is one way to get this knowledge. It will help you gain a deeper understanding of the people buying from you and market more effectively.
What Is Call Tracking, and How Does It Work?
Call tracking is a performance marketing technique. With this technique, every ad or campaign receives a unique number. With call tracking, you can document more information from every single call. You can use trackable phone numbers to connect your customers’ digital journey with phone calls.
To get more specific, if a customer calls your company and you track the calls, you can see what ads, keywords, or websites drove them to call you. From there, the conversational analytics of call tracking platforms can analyze the language in the call. This can automate the search for common pain points or keywords. It can also automate the process of checking whether the call turned into a conversion, such as giving a quote or making an appointment.
All of this is possible thanks to the use of snippets of code instead of static phone numbers. This code lets the phone number be slightly different depending on where customers get the number from. Some call tracking solutions will use a slightly different system, but the results are the same.
12 Benefits of Call Tracking
Call tracking is crucial for every marketing campaign that involves phone calls—or for any business that uses the phone at all. But why? It comes down to the numerous benefits that call tracking delivers.
1. Calls Are Crucial for Conversions
While other communication methods are growing in popularity, calls remain crucial. 84% of marketers told Forrester that phone calls still have higher conversion rates, along with higher average order values.
The call tracking data lets you make the most of this, optimizing your sales and conversions. Keep the importance of phone calls in mind as you explore the other benefits of call tracking software. After all, the more important phone conversations are, the greater impact you will see from each of the benefits.
2. Find Overall Call Trends
At the most basic level, call tracking software makes it easy to identify trends related to when customers call, how long calls last, and more. Use that data to ensure that you have enough staff on hand during peak hours. You may also save on labor costs by reducing staff during slow times.
3. Better Understand Your Leads
As mentioned, one of the most important benefits of call tracking software is the way it helps you understand your leads. Tracking calls means you have more data about who calls you, where they are calling from, and more. Use that information in your marketing efforts.
4. Track ROI From Specific Campaigns
Because call tracking lets you assign unique numbers to each marketing campaign, you can more easily track the ROI from each specific marketing campaign. This can give you valuable insights into which campaigns work well or deliver the best results.
5. Optimize Spend
You can then use those insights to better allocate your marketing funds. Put more dollars towards campaigns that are working well, optimizing your investment.
You can optimize your marketing expenditures in several ways using data from call tracking software. You can focus on a marketing campaign that drives more leads. Or you can focus on those that deliver higher quality leads.
Of course, the result of optimizing your expenditures is that you will also reduce waste in your advertising budget. Let every dollar go further.
6. Gives Credit to Marketers for Driving Leads
For teams with multiple marketers, call tracking is an excellent way to ensure every marketer receives the credit they are due for the leads they drive.
