Phone calls convert at 10x the rate of clicks, so it makes sense that many marketers spend a considerable portion of their budgets driving calls from paid search and social media. What doesn’t make sense is that the data available from phone calls are allowed to slip through the attribution and analytics trap that you set up for everything else. This is basically like making a cheeseburger without a bun — while it can be done, it won’t be as good as it could be and it’s basically a waste of money.
Call tracking and analytics platforms like Invoca close the loop on this attribution gap for marketers. Since this critical piece of the martech stack is fairly new technology to a lot of marketers, Here are the answers to 17 of the most common questions marketers ask about call tracking to clear the air.
What problem does Call Tracking solve?
If your marketing strategy involves driving potential customers to the phone, you could be missing out on important attribution data as well as the best source of first-party customer data. While you have access to end-to-end customer journey data and attribution from purely digital campaigns, the data trail goes cold when your customer picks up the phone.
Call tracking and analytics platforms like Invoca allow you to close that data gap and gain an untapped source of customer and marketing attribution data. Simply put, call tracking that’s designed for marketers allows you to get all of the same attribution data that you get for online interactions for actions that happen on the phone. This allows you to optimize your digital marketing to drive high-quality phone calls and increase your marketing ROI.
What kind of data does Invoca capture from phone calls?
Invoca can capture data from both the callers’ digital journey and actions taken once on the phone. Note that the level of data granularity depends on the level of sophistication that your platform provides. More advanced AI-powered platforms can automatically predict call outcomes (e.g. sale made) and provide attribution at the keyword level. These data include:
How does Invoca tie phone calls back to marketing efforts that drove them?
When a person calls one of these dynamic phone numbers, the call is routed through the call tracking platform to your call center, local agent, or any other destination. This allows the platform to aggregate the digital data and tie the callers’ previous activity to the phone call. This happens nearly instantaneously with no interruption to the caller experience. With this data, you can understand exactly which marketing tactics are driving your high-value phone calls.
What can we do with this data?
With the granular call attribution data Invoca provides, you can optimize your marketing campaigns to drive more high-value calls, enhance the entire customer journey, and personalize the caller experience to increase conversion rates. Here’s how it works.
Optimize your marketing
Invoca can predict call outcomes not only by giving you visibility into the campaigns that are driving your calls, but by providing a full picture of the outcome of every call. The result? You can make smarter campaign optimization decisions—like what keywords you should be spending more money on—to drive more revenue-generating calls and more efficient campaigns.
Enhance the customer journey
The customer journey doesn’t end after a phone call. You can use outcome data gathered from phone calls to enhance your other marketing tools and expand your reach to likely buyers. By pushing call analytics data into media platforms like Google Ads and Facebook, or DMPs like Adobe Audience Manager, marketers can create targetable audience segments to orchestrate the next action, or build lookalike audiences to reach new customers.
Personalize the caller experience
You can also use Invoca to personalize the caller experience to increase conversion rates, enhance the customer experience, and ensure that call center agents are focusing on revenue-driving calls. Invoca customers have seen 10x increases in conversion rates by qualifying and routing calls based on factors like geolocation, time of call, product interest, shopping cart activity, and more.
Doesn’t showing a unique phone number to every website visitor require an enormous amount of phone numbers?
No. Dynamic phone numbers are “recycled” in a predetermined amount of time after someone visits your site and does not call. Rather than assigning one number to only one visitor forever, you can create an attribution window that makes sense for your business. For example, if you know that customers typically call within 30 minutes of visiting your page, you can safely reuse that uncalled number after 30 minutes, exposing it to a new site visitor. Learn more about how dynamic phone numbers work in the Invoca Call Tracking Study Guide.
Isn’t call tracking for the call center? Why should marketers care?
The kind of call tracking that marketers need is different than what you will find in the call center. Call centers typically focus on call quality metrics like call duration, hold times, call counts, etc. The data they collect is typically used to reduce call center costs, not to drive additional revenue. They may track conversion data, but marketing usually has little if any access to this data and no way to attribute it to campaigns that may have driven the calls in the first place.
Invoca is call tracking that’s designed for marketers, which allows you to connect phone calls to advertising so you know what ad drove what call and what the results of that call were—AKA call attribution. For example, if you call a business that’s using Invoca’s call tracking platform, they can tell what ads, web pages, or keywords helped drive you to call. And once you are on the phone, Invoca analyzes the language used in the call to tell if you bought anything, got a quote, made an appointment — or whatever your business considers a conversion. With this data, marketers can make their ads, web pages, social ads, and other advertising mediums more effective to acquire more high-value customers at a lower cost.
Okay, but the call center won’t want to rip and replace what they’re using for tracking calls.
If your call center has its own solution in place for counting calls, monitoring call quality, and measuring all the KPIs that are important to the department, then they don’t usually have to make any changes when the marketing team adopts Invoca. It has no impact on the existing telephony system, and any tracking platforms that they are using can remain in place. If zero disruption to your call center operations is what’s desired, zero disruption is what you get.
Where do calls placed to dynamic phone numbers go?
When a customer calls a dynamic phone number generated by Invoca, it is routed to the existing destination phone number or call center of your choice. You’ll still use your existing phone system, and inbound calls will still be routed to them in the same way as they are without it. The dynamic phone numbers are simply a proxy that appears on your website to enable the capture of the rich, session-level data, just like you get for clicks.
How can I access call tracking data?
When you add Invoca to your martech stack, you won’t be adding yet another dashboard. It can pass data in real time to whatever platforms you already live in like Google Ads, Google Analytics, Salesforce, Adobe Experience Cloud. You can also access and view call data directly in Invoca’s dashboards and reports.
What about security and privacy?
Invoca provides enterprise-grade compliance and data privacy with all call analytics features enabled. Other call tracking platforms may require you to turn off call recording features to meet certain compliance standards like PCI DSS. Invoca features:
How does call tracking work with paid search?
Paid search optimization is one of the primary use cases for Invoca. For marketers who manage paid search strategy in Google Ads, you can get closed-loop attribution for phone calls and conversions driven by your paid search and display spend through integrations with Google and other ad platforms.
This is accomplished by capturing data about the digital journey, like marketing campaign and ad creative, and tying that data to phone calls. When a call is placed, Invoca captures identifiers like the Google Click ID, enabling you to report individual call events and conversions to Google Ads. Invoca has native integrations that offer the most reliable and precise method to get keyword visibility for mobile call extensions and calls from your landing pages.
When you can get keyword-level attribution and conversion reporting in real-time, you can attribute calls to paid search and display budgets, and use call conversions to optimize your spend to drive more revenue.
How does call tracking work with web analytics?
By integrating Invoca call data with web analytics tools like Google Analytics, marketers can get a holistic view of keyword or campaign performance, identify top conversion paths, understand reverse goal paths, and create call-based segments.
Invoca captures data about the customer journey, like marketing campaign and ad creative, and ties that data to phone calls. By capturing key identifiers like Google Client ID, you can report individual call events and conversions to Google Analytics. By tying phone calls to website activity, marketers can understand how customers are engaging with their website and use that call activity to help create a seamless customer journey. Invoca also offers integrations with social media advertising like Facebook click-to-call ads and Instagram.
Does Invoca work with our CRM?
Invoca’s native CRM integrations allow you to send call data to CRMs like Salesforce Sales Cloud in real-time for automated closed-loop reporting. You can also push opportunity stage information from Salesforce to the call tracking platform for reporting and analysis, or to build out marketing audiences in other martech tools.
What platforms does Invoca integrate with?
Invoca’s native integrations assure that you can get your data where you want it to be without massive amounts of customization and IT intervention. Other platforms may use third-party web automation apps to make their “integrations” work. Invoca offers fully-supported integrations with these popular platforms:
Can we use custom integrations with Invoca?
Yes! Custom integrations let you connect your Invoca account to any system, including your own internal tools. Using custom webhooks, data deliveries, or Invoca APIs, you can build your own integrations to export data from your Invoca account.
Do we have access to call recordings?
Yes, you have access to call recordings through Invoca’s reporting suite or in your CRM through an API. Call recording access is limited to certain administrative users. Additionally, for PCI compliance, call recordings are automatically redacted to remove access to sensitive information. Once this information is redacted, it is not available to anyone, including Invoca.
How is Invoca different than other marketing call tracking solutions?
Not all call tracking and analytics platforms are created equal. Invoca provides the most advanced and highly automated call analytics platform using AI-powered speech analytics that has the scalability and flexibility that sophisticate d marketers require. Here’s what makes it different:
Signal AI Conversational Analytics
Some other call analytics platforms claim to be “AI-powered” when all they are doing is using off -the-shelf technology to transcribe phone calls. Many even still require you to listen to phone calls or read transcripts and manually assign call outcomes (e.g. sale/no sale) to get attribution. Others use basic keyword spotting technology that may be inaccurate or not work for your specific use case. Invoca Signal AI is different because it keeps learning. Once your call outcome signals are identified, Signal AI continues to analyze your calls and allows you to further refine your call outcome classification and improve the accuracy of the predictions. Our performance scoring tool also makes the accuracy of our predictive models clear and provides benchmarks to improve them. We offer pre-trained AI models for fast deployment in common applications and custom predictive models that can be trained using your business’s call recordings to establish conversion outcomes tailored to your unique needs.
Signal Discovery is the latest enhancement to our Signal AI conversational analytics suite. It’s a first-of-its-kind tool that analyzes call recordings and presents marketers with a map of their contact center conversations, with calls visually arranged by topic. With the ability to explore this data in a user-friendly interface, conversations no longer represent a black box of inaccessible first-party data; insights are easily identified and readily available.
Powered by unsupervised machine learning algorithms, Signal Discovery analyzes calls to automatically group conversational topics based on similarities in speech patterns. Topics may include subjects like specific product inquiries, existing customer plan upgrades, or new customer purchases. These topic groupings are then presented in an interactive map that can be explored and analyzed within the Invoca cloud platform. Once enabled, new inbound calls will be automatically assigned topics in real-time based on the content of the conversation. This data can then be pushed into digital marketing platforms like Google and Facebook for attribution and audience creation, or into analytics and business intelligence tools for further analysis.
But do you really need a call tracking platform? If you spend any significant portion of your marketing budget driving phone calls to your call center, then yes. Unless, of course, you like wasting money!