Call tracking has become an essential solution for businesses looking to understand their marketing performance and improve their return on investment (ROI).
With this in mind, we’re going to answer some of the most frequently asked questions (FAQ) about call tracking software, how it works, what it can achieve, and whether it’s right for your business.
Key takeaways:
- Call tracking attributes phone enquiries to specific marketing campaigns and channels
- Dynamic and static tracking numbers serve different purposes in your attribution strategy
- The technology integrates with existing marketing platforms to provide a range of insights
- Call tracking works across all industries and business sizes
- Speech Analytics adds AI-powered conversation analysis to extract deeper insights
- Implementation is straightforward with the right provider support
What is Call Tracking?
Call tracking is a marketing analytics solution that helps businesses understand which campaigns, channels, and keywords are driving phone call enquiries.
By assigning unique phone numbers to different marketing activities, call tracking provides detailed attribution data that shows exactly where your calls are coming from.
The software captures essential data about each call, including the source, duration, caller location, and conversation outcomes. This information helps marketers make data-driven decisions about budget allocation, campaign optimisation, and overall marketing strategy.
What Are the Most Common Call Tracking Frequently Asked Questions?
How Does Call Tracking Work?
Call tracking works by using unique phone numbers for different marketing channels and campaigns. When someone calls one of these numbers, the software captures data about the caller’s journey before making contact.
- Dynamic number insertion displays different phone numbers based on how visitors arrived at your website. For example, someone arriving from Google Ads will see a different number than someone coming from a Facebook campaign.
- Static tracking numbers are used for offline marketing materials like print advertisements, business cards, or radio campaigns, where a consistent number is needed.
When calls are made, the software tracks the source, records the conversation (with appropriate consent), and provides detailed reporting on campaign performance.
How Accurate is Call Tracking Data?
Call tracking accuracy depends on several factors, including the provider’s technology, number pool size, and implementation quality. Reputable providers achieve very high accuracy rates for call attribution.
The most significant factor affecting accuracy is having sufficient phone numbers in the tracking pool. Providers with small number pools may reuse numbers too quickly, leading to attribution errors. Look for providers whose number pools intelligently expand automatically to maintain accuracy as your traffic grows.
What Information Can I See About My Calls?
Call tracking provides data about each phone call enquiry, including:
- Source attribution: Which campaign, keyword, or channel drove the call
- Caller information: Location, device type, and call duration
- Call outcomes: Whether the call was answered, resulted in a conversion, or was a missed opportunity
- Conversation content: Call recordings and transcripts for analysis
- Revenue attribution: Linking calls to actual sales and revenue through Sales Matching
Advanced features like Speech Analytics can automatically analyse conversation content to identify caller intent, satisfaction levels, and conversion likelihood.
Can call tracking help with PPC campaign optimisation?
Absolutely. Call tracking provides crucial insights for PPC campaign optimisation by showing which keywords, ads, and landing pages are driving phone call conversions.
You can send call conversion data directly into Google Ads to optimise bidding strategies, improve Quality Scores, and focus budget on the keywords and campaigns that generate valuable phone enquiries.
Speech Analytics can also identify the exact phrases and keywords prospects mention during calls, providing additional targeting opportunities.
Many marketers find that phone call conversions have higher value and conversion rates than form submissions, making call tracking essential for accurate PPC ROI measurement.
Is Call Tracking Suitable for My Industry?
Call tracking works effectively across virtually all industries where phone enquiries play a role in the customer journey. It’s particularly valuable for:
- Car dealerships: Tracking enquiries, test drive bookings and sales
- Legal services: Measuring consultation requests and case enquiries
- Healthcare: Monitoring appointment bookings and patient enquiries
- Home services: Tracking quote requests and service calls
- Real estate: Measuring property enquiries and viewing requests
- Financial services: Monitoring consultation and product enquiries
The key is understanding how phone calls fit into your customer journey and what outcomes you want to measure and optimise.
How Quickly Can I Implement Call Tracking?
Implementation timelines vary depending on your website complexity and tracking requirements. Simple implementations can be completed quickly, while more complex setups involving multiple integrations or custom configurations may take longer.
Quality call tracking providers offer implementation support, including technical assistance and guidance through the setup process. However, timelines can vary based on specific requirements, so it is important to discuss your needs with potential providers.
What’s the Difference Between Call Tracking and Google Call Extensions?
While both track phone calls, they serve different purposes:
- Google call extensions are a Google Ads feature that adds clickable phone numbers to your ads. They provide basic call reporting within Google Ads, but limited attribution capabilities.
- Call tracking platforms offer comprehensive attribution across all marketing channels, detailed analytics, call recording, Speech Analytics, and integration with multiple platforms. They provide a complete view of how phone calls fit into your marketing strategy.
Does Call Tracking Work with Mobile Devices?
Yes, call tracking works seamlessly across desktop and mobile devices. Dynamic number insertion displays appropriate numbers regardless of device type, and mobile-specific features like click-to-call functionality are fully supported.
Mobile attribution is particularly important given the increasing trend of mobile research leading to phone calls, making call tracking essential for understanding cross-device customer journeys.
Can Call Tracking Help with Customer Service Improvement?
Absolutely. Call tracking provides valuable insights for improving customer service through:
- Call recording analysis to identify training opportunities
- Response time monitoring to ensure prompt call handling
- Outcome tracking to measure conversion rates and customer satisfaction
- Speech Analytics to understand common customer questions and concerns
These insights help businesses improve their phone handling processes, train staff more effectively, and enhance overall customer experience.
Conclusion
Call tracking provides powerful insights that can transform your marketing attribution and campaign optimisation efforts. By understanding which campaigns drive valuable phone enquiries, you can make data-driven decisions that improve ROI and drive business growth.
