If you have integrated call tracking software into your Google Analytics account, it is possible you are seeing plenty of phone calls which are around a second long.
This confusing situation is often the result of a person using a mobile device. They touch a pay per click ad or an organic search result and instead of opening the link, they have inadvertently pressed on the phone number, and hang up as soon as they realise their mistake.
This is registered by Google Analytics (GA) as a call to the business when in reality is a mistake. To overcome this reporting problem, set up your GA account to register visits longer than one minute as an event. This will tell you which visits are intentional and which visits are mistake.
If you are wondering why pay per click ads and organic search results are including phone numbers more frequently, it is because they give an ad more authority and have a greater chance of being clicked on. Ads and organic search results are 10% more likely to be clicked on than the same ad without a phone number.
This is one of the many reasons why call tracking is more in demand than ever before, as it enables business to see where its traffic sources are coming from and subsequently it can target investment in that direction.
Through configuring your GA account you can cut through the call tracking noise to create meaningful results which will help you target your marketing efforts with more accuracy and clarity.Tags: call tracking, google analytics
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This post was written by Richard