So, you are acquainted with call tracking but do not know much about how it works. Well, jumping to the deep end is something that most of the users shy from and eventually they end up knowing nothing about how it works. As someone who is looking forward to include call tracking to the marketing strategy, it is essential to garner sufficient knowledge about how it works. Budget, performance and ROI are the primary elements that need to be considered in this case. It is high time that you understand this phenomenon completely as you might be losing 95% of smart phone users who use their phone to seek information, which counts to 61% of the total business. For a healthy marketing ROI, phone calls and their tracking is essential. Here are some typical questions along with the answers associated with call tracking and analytics.
1.What information do I get to access when I track calls?
This is the most important question you must ask before you invest anything in to call tracking/call analytics. You can avail insight to the elements such as:
- Marketing campaign
- Google Click ID
- Landing page from where call originated
You have to know the depth of insight and data that’s possible in order to know if it actually has the power to impact the bottom line. Well the easy answer is advanced call tracking solutions can track just about anything you want so you always know how your marketing efforts are driving both online and offline engagement. Call analytics offer you viable solutions based upon the indepth review of calls. The information that you can draw includes caller location, call duration, date and time of call, repeat versus new calls and demographic data.
2. Can I merge call analytics with other analytics systems?
The answer is YES. You can surely merge call analytics data to your existing data management systems. When looking for call tracking solutions, the best that you can do is to settle for tracking solutions that offer seamless integration to other tools you are using in your marketing technology. You can successfully push your call analytics to meet CRM, Automation, Bid Management and Google Analytics to name a few.
3. How to initiate the call tracking set up?
You do not have to worry much when it comes to call tracking set up. By placing a small snippet of code over the website, the phone numbers would start getting tracked and would capture the visitor’s online journey that prompted them to make a phone call. In case, you are opting for paid search, the call analytics would be integrated to the AdWords account. This would offer you a merged report for the PPC performance as well.
4. Is there a way to capture unique parameters along with phone calls?
Call tracking software helps in gathering all the unique parameters while letting you track the sources and channels from which the call has originated. The website URL will be used in this case as the tracking parameter and would suggest the path followed when a user calls. You will this way be able to get an idea as in how much revenue you are currently driving through the existing campaigns and channels.
5. Is it possible to drive calls only for a specific period and not 24/7?
In case, your business operates for limited hours, there is no use of running call tracking 24/7. It does not make sense to run services throughout the day as it would be a sign of poor caller experience for potential customers. This is when you can use call automation features and avoid any discrepancy. There is also this facility that lets all the calls be routed to an open location if in case the business has spread across multiple locations.
6. Can call tracking help in customizing the existing caller experience?
Yes! Call tracking lets you improve the overall caller experience. This is because through the information attained you can create a customized yet unique caller experience for the caller. The attributes that contribute in same are location, time of receiving call, or the marketing campaign that generated the call. You can make sure that you arrange future calls as per the operational hours of caller and suggest products or services similar to what they earlier were interested in.
7. Is it possible to create a custom IVR that route callers to specific places?
An Interactive Voice Response (IVR) helps in routing callers depending upon the pre-decided rules, preset filters and phone menu. You can make use of recorded voice notes to help the callers decide the route set for them. This helps in routing the calls as per the specific department they are meant for. The best part about IVR is that it gets set up within a few minutes and eventually could be customized and optimized anytime.
8.What marketing channels do complement call tracking?
Call tracking delivers a strong benefit that suggests that it actually works with all sort of marketing channels. You must have come across companies that drive exceptional results while driving calls using digital marketing platforms such as PPC, display ads, retargeting, organic search and newsletter to name a few. One could also make use of offline channels such as print media, radio, and television.