You’ve heard about call tracking, maybe you’re a little curious, but you’re hesitant to jump into the deep end. It makes sense. Marketers are under a microscope when it comes to their budget and performance. If you can’t account for every dollar and how it relates to your marketing ROI, you won’t be able to get the executive buy-in you need to try something new.

But your hesitation is costing you — 95% of smartphone users have used their phone to look up local information and after doing so, 61% called a business. Phone calls are an essential ingredient to a healthy marketing ROI in an increasingly omnichannel world.

To help you get started, here are the answers to the most common questions about call tracking and analytics.

1. What information is captured when I track calls?

This is an important question to ask when considering investing in a call tracking/call analytics solution. 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. Common data points include:

  • Marketing campaign
  • Keyword
  • Google Click ID (gclid) or any other paid search parameter
  • Landing page the call originated from

Call analytics also include valuable information about the caller and the phone call itself. With each call you know:

  • Caller location
  • Call duration
  • Date and time of call
  • Repeat versus new call
  • Key demographic data

This data is designed to help you get the full picture of your customers and their paths to purchase.

2. Can I see call analytics in my other analytics and data management systems?

The short answer — absolutely. When researching call tracking solutions make sure they have seamless integrations with the other tools in your marketing technology stack. You should be able to push your call analytics to your other marketing technologies including your CRM, Marketing Automation, Bid Management, Google Analytics, Data Management Platform, and more. This way you can see your call analytics exactly where you need it and in relation to your other digital marketing data so you have a complete omnichannel view of your customer’s path to purchase.

3. How will call tracking impact my marketing decisions?

Call tracking is an essential part of an omnichannel strategy in a mobile world. If you’re only looking at the digital side of the customer experience, you’re missing the full picture when those customers jump offline with a phone call.  With a complete picture you can make smarter marketing decisions that will drive more calls and ultimately more revenue. Call tracking gives you insights to do things like:

  • Optimize paid search keyword bids
  • Drive more calls from top landing pages
  • Improve ad targeting with caller data
  • Invest more budget where it will drive high-value calls
  • Personalize the online and offline customer experience

And that’s just the tip of the iceberg. Call tracking adds a powerful layer of data to your digital analytics.

4. How do I make sure my sales floor or call center doesn’t get overwhelmed with junk calls?

Not all calls are created equal, and you don’t want to overwhelm your sales floor or call center with low-quality calls that are a waste of everyone’s time. Advanced call analytics solutions have custom filtering and routing features so you can qualify calls before they reach your sales floor or call center.  You can route calls based on certain conditions like day or time, or you can filter calls based on caller responses to custom voice prompts.

5. How do I set up call tracking?

Getting set up is much easier than most marketers think. Call tracking works much the same way as digital tracking. By placing a small snippet of code on your website, tracking phone numbers will dynamically populate your website to capture the consumer’s online journey that led them to make a phone call. For paid search, a simple integration will tie your AdWords account with your call analytics so you can get the complete picture of your PPC performance.

6. Can I capture unique parameters or SubIDs with phone calls?

Call tracking software can capture unique parameters or SubIDs so you can track exact sources and channels driving calls. Just about any tracking parameter you put in a URL can be captured when that user picks up the phone. You’ll get the granular data you need to understand exactly what campaigns and channels are driving revenue all the way down to the keyword level.

7. What if I don’t want to drive or receive calls 24/7?

If the department responsible for answering calls doesn’t operate 24 hours a day, it doesn’t makes sense to drive or receive calls around the clock. It’s a wasted opportunity for your business, and it’s a poor caller experience for customers. Call automation features can help you avoid this. If your business has locations across the country you can have calls automatically routed to the open location. You can also configure your phone number to only appear on your website during open hours.

8. Do I have the option to record calls?

Call recordings can be a great source of information about your customers and your sales process. You have two options for recording calls, you can either record the entire call, or you can use keyword triggers to notify you of important moments in the call. For example, if the word “confirmation number” or “completed purchase” is mentioned on the call, you know this call has ended in a completed sale without having to review the call recording. You can also track when competitors are mentioned or other important topics like pricing, location, specific products, etc.

9. Can I customize the caller experience?

Yes! You can create a totally unique caller experience based on unique caller attributes like locations, call time, or marketing campaign that referred the call. For example, calls that originate from out of your business service area or outside of your hours of operation can be automatically routed to a voicemail so your sales team or call center agents can focus on the calls most likely to convert.

10. Can I create a custom IVR to route callers to specific destinations?

An Interactive Voice Response (IVR) is a way to route callers based on rules, filters, and phone menu prompts. You can use automated or professionally recorded voice prompts to help guide callers through the call experience and route them to the appropriate individual or department best suited for their call needs. You can also customize your auto-attendant menu to coincide with the product the caller is interested in or the marketing campaign they’ve engaged with. You can get an IVR set up in minutes, and optimize it at any time.

11. Can I use local phone numbers with a call tracking solution?

Local phone numbers are essential for local businesses and your call tracking solution should give you the option to use only local phone numbers. You can either port over numbers you already own into the platform, or request local numbers that the call tracking solution can own on your behalf. Either way, you will be able to use the exact numbers you want for local campaigns.

12. What marketing channels should I use with call tracking?

Call tracking works with just about any marketing channel. We see companies driving exceptional results by driving calls through digital marketing channels like:

  • Paid search
  • Display
  • Retargeting
  • Affiliate
  • Organic search
  • Social
  • Email

It is also a great fit for offline channels like print, radio, and television. Phone calls work great whether they come from online or offline sources.

13. How do I measure the outcome of my calls?

With Invoca, you can easily measure the result and success of your calls. You can use a combination of call metrics like duration, caller location,  key presses, and demographic information to help you identify the high-quality calls that are likely to convert. You can even use what is said during the call to determine the success by using conversation analytics to identify keywords that relate to a completed sale like “confirmation number” or “purchase.” You can use these call outcomes to inform your marketing automation, and retargeting tools so you can provide a more personalized and relevant customer experience based on both online and offline behavior.

14. Can call tracking help me measure marketing ROI?

You can tie calls to actual revenue by integrating call tracking with your CRM software. this way you can see the how your marketing campaigns drive phone calls and result in revenue, giving you a complete picture of your marketing performance. You will be able to make smarter decisions and more powerful optimizations when you can accurately measure your marketing ROI.

the-digital-marketers-guide-to-call-intelligence-final-coverNow that you have the answers to your call tracking queries, you are armed and ready to take your marketing to the next level with phone calls. Do you want to learn more about how you can supercharge your digital marketing with call tracking? Download your copy of The Digital Marketers Ultimate Guide To Call Intelligence.



Lorelei Curt

Posted by Lorelei Curt

Lorelei began her career as a media planner when businesses were just beginning to explore digital marketing. With a knack for customer engagement and interaction, she created onboarding, loyalty and retention programs for major financial institutions and retailers. Working at Invoca merges the two things she loves most: Media and Customers.

One Comment

  1. Avatar
    Jeanne Landau May 31, 2015 at 11:48 am

    Because the majority of customers will still call a business, call tracking software is essential. Ideally, it should go beyond recording calls and include a speech analytics element. This allows managers to segment calls by keywords used.


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