Call Tracking FAQ

What is phone call tracking?

Phone call tracking helps advertisers and marketers determine exactly which media source and marketing channel are generating the most valuable phone calls. Advertisers can then calculate the ROI (return on investment) of each channel and invest more into the media providing the best results.

Call tracking enables advertisers to work out exactly which media is making the phones ring, and more importantly, which media sends the buyers. You can track all your media partners and sources: Search, PPC, promotions, offline advertising, and use call tracking to track and improve organic SEO keywords. It removes the guesswork and stops advertisers relying on data provided by media owners.

Other forms of call tracking enable companies to record phone calls so they can be graded (for training purposes), more recently systems provide operators with real-time information about the webpage (or advert) the caller is responding too.

Most recent developments identify fumbled or lost calls (including unanswered calls). All this makes the customer phone call far more productive and provides training and support for operators/sales teams. Call tracking is valuable for business and customers too, in some markets, only 1 in 4 calls are adequately answered and the unanswered calls could contribute to even worse ratios.

Why use call tracking?

Call tracking is essential for any business that generates sales leads via advertising and their website. It will help improve marketing ROI (return on investment) and how sales enquiries are managed and converted on the phone. It provides data supported by recordings to give a full picture.

Call tracking will effectively engage both parts of the sales journey – what makes the phone ring, and what happens in the business when the phone rings. This provides a clear picture of which media is generating the best sales leads (to accurately calculate ROI) and also align media investment. As well as providing accurate comparison data for negotiations with third party media owners and improves organic keywords traffic.

The data helps to identify and clear any ‘obstacles’ on a website and thereby improve conversion and reduce bounce rates.

Call tracking provides a real customer view of what happens when they call a business. Call recording is an integral part of any service but smart new programmes from some call tracking providers can be added to

  • Find lost and fumbled calls before its too late (revive unanswered or dead leads)
  • Manage the ongoing sales process (check that enquiries are followed-up well and in a timely manner)
  • Align customers and operators instantly (providing the page or product a customer is viewing and the relevant journey information)

Call tracking enables a business to reduce marketing and sales wastage and focus on converting the most valuable leads. Squeezing more return out of the current investment is valuable for any business.

How does call tracking work?

Call tracking works by allocating unique telephone tracking numbers to each media offline and unique numbers to customers online. Calls to individual numbers are tracked using analytics tools (and often recorded). Each subsequent call from the same customer is tracked to show the route they took from your advertising to the website and to ultimately make a call.

The calls are tracked in real time and data is added to Google Analytics with call tracking providers using their own dashboards, which brings all call data together. Call tracking systems typically record all phone calls, provide data by campaign or other sources, and track customers interactions to fully understand the user journey (tracking form fills or other events).

What do you mean by call tracking?

Call tracking is a software system linked to website analytics that monitors call traffic, source, duration and content (recording inbound and many outbound sales calls) to help an organisation improve their marketing effort and telephone lead/enquiry handling.

It enables companies to understand what marketing is making their phones ring and which media and messages are generating the most valuable customers. Call tracking is a really important and valuable service for companies and includes tracking the traffic to and around a website and then managing customer calls into a business. Currently, many sales calls are not dealt with properly.

Call tracking can help manage marketing investment and improve the customer journey on a website. It also provides a management system for calls into a business, recording calls, and tracking inbound and outbound communications. Enabling a business to improve performance and identify and manage missed or lost opportunities.

What is a call tracking system?

A call tracking system enables phone based enquires to be tracked from advertising to a website, and then monitor call handling effectiveness. The tracking has a number of sales and marketing benefits like reporting ROI, website UX, keyword impact, and managing customer phone enquiries (including lost and fumbled calls).

Systems typically allocate unique telephone tracking numbers to marketing activities and track and record customer interactions. Marketing can see ROI for traffic (awareness), conversion and sales improve. Tracking also helps understand how customers use the website and their journey so that any website obstacles or problems can be removed. A and B call tracking is a popular tool to improve sales conversion where different versions of a page are compared.

Inbound and outbound phone calls can be tracked and monitored throughout the sales process. Many calls are not answered or followed-up properly resulting in lost sales. Some call tracking systems give advertisers the tools to find and respond to lost calls before it’s too late.

What is call tracking metrics?

Call tracking metrics are the different pieces of data that can be tracked by the call tracking software. The metrics are at a very granular level and enable the advertiser to monitor and manage their marketing effort with a great degree of accuracy and detail.

Tracking goes down to keyword level attribution which means that it’s easy to see which media is generating the leads and sales. It can be search, PPC, online media, social, classified channels, or traditional media or promotions. Knowing what media makes the phones ring enables advertisers to invest more where they are getting the best return and reduce spend in areas not as effective.

The customer journey is not linear. Consumers do not just visit one website or read just one blog. Marketing relies upon using a rich mixture of media and a variety of messages to help lead the customer to their ultimate purchase. It is important for marketing to understand the whole journey and the different touch points with the consumer.

What is in call recording?

A call recording is of a phone conversation with a customer. This is normally recorded and stored on the web and accessed by URL link. It can be an inbound call from a customer or outbound to a customer.

Smart call recording systems can align a call with the webpage or advert the customer was looking at which means that the most valuable sales opportunities can be identified. Many organisations have hundreds of call recordings each day so its essential that these are managed effectively and that the urgent and most valuable calls are handled quickly.

Call recordings can be used for training (to improve call handling and customer engagement) or marketing purposes. Identify and action lost enquiries helps increase sales conversion and reduce marketing investment but calls need to be actioned within a few hours otherwise they become useless and impossible to convert. Call recording technology supports incoming and outgoing calls so that all interactions with a customer are monitored. This can be for training purposes and to identify lost sales opportunities before its too late.


What is call analytics?

Call analytics enable a business to measure both the effectiveness of their advertising, and manage and monitor how their sales leads are being handled by a call centre or operator/salesman. With call analytics a company can track and improve both parts of the sales process.

This tracking enables advertisers to learn what marketing is generating the leads and the sales – SEO, keywords, PPC, classified portals, or traditional offline media. Advertisers can see which media is generating the best ROI (return on investment) and also review how visitors journey around a website and make improvement to UX (usability) to ensure customers reach the most important pages of the website.

The second part is tracking the customer phone calls. Calls to be recorded and then can then be graded for training purposes. Outbound calls can be tracked to give a complete picture of the customer interactions and help identify any issues with the process or the operator. More recent systems provide the operator with real-time customer history and journey information to speed up the sales process. The latest systems pinpoint what webpage the customer is viewing when they are on the call, and identify the lost, missed or fumbled leads before it’s too late.

What is google call tracking?

With Google call tracking you can see which marketing activities are making the phones ring. It enables you to see what keywords and pages are most influential on your website and prompting potential customers to call you.

Google call tracking helps assess the effectiveness of adwords and call extensions. While this is really helpful it just concentrates on leads not sales. Some companies track awareness and others track enquiries, but the really important information is what makes the sale. Marketing initiative can bring a customer to the point of purchase but when they pick up the phone it relies upon well-trained operators to convert the interest to a sale. This can easily go unchecked.

Other call tracking services can work in conjunction with google data and: record calls, provide operators with customer history and preferences to smooth the sales process, grade calls for training purposes, and track outbound calls.

Tracking where the leads come from and which leads convert to sales gives the full picture for both marketing and operations.

How to add call extensions to adwords?

Call extensions are really helpful to convert a page view to an enquiry. A call extension enables a mobile user to dial a number with just one touch which is really helpful.

Create a call extension in your Google Adwords account. Go to ‘ad extensions’ tab and select ‘call extensions’ in the drop-down menu. Click the +Extension button and the +New phone number button. Using a google forwarding number will enable you to track phone calls as conversions in analytics.

While conversion information is valuable there is a whole lot more that can be tracked monitored and improved to increase sales conversion. Find out more on Adwords call tracking here or speak to a call tracking specialist like to consider the full range of options.


How does call tracking software work?

Call tracking software dynamically swaps the standard business phone number for a unique call tracking phone number on a website or advert. Numbers used can be geo, local or premium rate. Each call is instantly routed to desired destination and tracked so that the call is attributed to the source. Call tracking numbers can be allocated at a channel level or at a visitor level.

With visitor level tracking you see each visit from the same customer to build a far better understanding of the whole sales journey. Visitor level tracking is set up by inserting a small snippet of JaveScript into the website, similar to an analytics code. Adding an additional cookie on each visitor of the website allows you to track customer actions before, during and after any phone call.

Call tracking software does not affect the phone systems within a business but will provide a lot of features. The software will automatically change the phone number each visitor sees. The software knows what number has been given to each visitor and this can then be tracked back to the SEO keyword can be linked to the call. Additional features can include call recording (both inbound and outbound), call grading, operator support to instantly provide details on what the customer is looking at, and missed call alerts and re-activation.

Most systems are cloud based and only require some manual effort at the initial set up.

Call tracking software is a cloud based system that routes calls to a business and manages and tracks them. The system allows for company to track customers at a channel or visitor level and pinpoint which elements of their marketing is generating the enquiries and sales.

To provide visitor level tracking the system relies upon a snippet of JaveScript being added to a website and a cookie placed upon each customer visit.

Call tracking software is provided by specialists to help marketing companies improve their advertising investment or operationally to improve the customer experience when they call a company. This involved call recording, operator support and training, and missed call activation.

A customer will normally call a business at a critical stage in the sales process. If calls are not handled properly sales are lost. Call tracking software helps companies improve the conversion of their marketing (to generate more calls for the same investment) and then improve the effectiveness of their call handling (support, training, and tracking).