Call Tracking is a complete analytics tracking service with integrated call tracking capabilities. You can track calls from your website and know exactly what marketing activity brought them there; whether it was from another website, Google or your paid search campaign.
So no longer will you have to guess how your caller has found you.
Call tracking is an essential tool for any business that spends money on advertising across multiple channels. Customers with AdWords have an intrinsic need to track the calls that relate to their keywords, in order to understand which keywords deliver call conversions. Without visibility of call conversions, it’s simply not possible to work out if your investment in the keywords in your portfolio is delivering value or not. Is just tracking AdWords call conversions enough?
Most clients are looking to track not only PPC, but also SEO, Display, Affiliates, Social Media as well as Offline campaigns such as TV, Direct Mail, Radio, Print media & trade show traffic not to mention Bing PPC traffic. This is where the power of a 3rd generation call tracking system such as Infinity Tracking comes in, as it allows you to see your ROI for each of these vital channels not just Google PPC. This is essential actionable data allowing you to optimise the effectiveness of each of your marketing channels, key to the success of any business.
Visitor level call tracking requires a pool of tracking numbers that can be used to allocate to each visitor that comes to the website. Tracking pools are dedicated to each website and client so that all calls are guaranteed to connect through to the clients call centre or office.
Phone numbers are recycled back into the pool after they expire to reduce the number of phone numbers required to track accurately. Using this approach, we can track millions of keywords using only hundreds or thousands of phone numbers rather than needing millions of phone numbers.
The number of phone numbers that are needed in a dynamic number pool depends on how busy the site is and on average how long a visitor stays on the site browsing.
Using an existing analytics systems such as GA, we can establish the peak number of concurrent visitors on the website in an hour and the average browsing time. This allows us to work out how many tracking numbers need to be added to the pool initially if it is a slightly busier website than usual, however the majority of the time we add between 20-50 numbers and let our algorithm do the rest. Our algorithm runs and look at the peak number of concurrent visitors to the website within a period of time and alerts us if more numbers are required.
Infinity has approached this from the beginning, with a balance of accuracy against cost; we think the sweet spot is for the dynamic number to stay with the visitor for the length of the browsing session and average of 10-15 minutes after. In tests this gave a 97-99% accuracy of matching the call to the correct visitor.