What is Call Tracking? How does it work? What are the benefits?

4 Feb 2019 in

Call tracking is the process of linking 'offline' phone calls to 'online' visitors. Phone numbers used in marketing channels are tracked to understand and track the customer journey from beginning to end. These inbound call analytics include the keyword clicked, and can even be implemented into offline channels too.

In this blog, we’ll run through some other frequently asked questions that we get asked about call tracking.

What are call tracking numbers?

Call tracking numbers are trackable phone numbers specifically created for marketing campaigns or to track customer journeys for optimisation purposes. They can track which source, keyword, or page led a visitor to call your business. These numbers can either be fixed or dynamic, depending on the strategy of your campaign.

What is dynamic call tracking?

Dynamic call tracking assigns uniquely generated trackable telephone numbers specifically to each website visitor for marketing and operations purposes. Each trackable phone number will then provide data on individual customer journeys and which source, ranging from PPC, SEO and more, the customer originated from. This is different from fixed numbers, which are generally used for offline media, such as TV, Radio, and print. Fixed numbers still provide useable data but are not as comprehensive as dynamic call tracking numbers.

To learn more of the differences between fixed and dynamic call tracking, and how to utilise them both, download our eBook on the topic here.

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What is call tracking software?

Call tracking is a cloud-based analytics solution, with advanced and unique tracking capabilities. It is the system that handles the tracking of visitors, events, phone calls, goals, and the processes that unite the customer journey from offline calls right through to online visitors.

How does call tracking work?

In simple terms, call tracking is connecting phone calls into your business to the source that they came from. This can be done manually by asking, setting up specific numbers for specific sources and counting them as they come in, or by using call tracking software, which can do these tasks more accurately, at scale, and with far greater analytics and application capabilities. Using call tracking software is infinitely more likely to yield the full benefits of call tracking.

How does call tracking software work?

  1. A cookie is generated per visitor, this records the visits to the website

  2. A different telephone number is assigned to each unique visitor on the website

  3. A visitor calls the unique number; call tracking software then records user data.

  4. Call tracking software can then merge phone call data with the visitors digital activity, enabling businesses to have a complete view of the customer journey, original source, and much more.

Why do you need call tracking?

Businesses that use phone numbers for sales, bookings, or support need call tracking to help understand their customers’ journeys. Whether this is online, offline, or both. These inbound call analytics provide granular tracking to understand which marketing campaigns are providing true value to businesses, allowing them to optimise budget, increase revenue, and sustain growth.

What is offline call tracking?

We have touched on offline call tracking already, but to clarify, offline call tracking is for sources and channels that aren't online. This could be radio ads, posters, business cards, stationary, catalogues, billboards, or generally anywhere that a phone number can be placed. While offline call tracking does not show you as much of the customer journey as dynamic call tracking it still has many of the usual call tracking benefits. For example, it is useful for seeing which other activities are generating calls and having that recorded in your call tracking analytics platform, which can help you be smarter with your marketing budget.

How can you use call tracking?

One of the benefits of call tracking is that it provides a large mix of solutions for marketing teams, as well as helping operations teams deliver better efficiencies and sales results. For some more specific call tracking benefits, examples, and outcomes across a mix of industries, take a look at our case studies.

If your business receives inbound calls from marketing campaigns, or in general, you need to be tracking them in order to gain a complete view of your customer journey. Start a conversation with us today to see what we can do for you.

Paul Walsh

Paul Walsh

Chief Executive Officer
Founder & Non-executive Director of Infinity. Internet entrepreneur with a passion for all things tech, bit of a geek at heart but with an excellent balance of commercial, technical and marketing thinking. Loves to hit the slopes when he gets the chance.

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