Invoca surveyed marketers who use call tracking and analytics software and asked how they use it, how much budget they are investing, the business impact, and what the future holds.

We found that call tracking and conversational analytics have become a must-have for marketers. It helps marketers uncover patterns from conversations which they can use to inform customer acquisition strategy, drive revenue growth, and improve the buying experience.

We broke down key findings into an easily digestible infographic, but if you want to dive deeper into the data, check out the full First-Party Data Report.

Call tracking and conversational analytics provide marketers with valuable first-party data. In the world of ever-increasing regulations, like CCPA and GDPR, marketers are seeking privacy regulation-friendly ways to collect rich customer data. 

Conversational analytics fits right into this equation. Customers are calling brands at quickly increasing rates. On average, over 80 million calls are driven directly from Google Search ads alone each month. For marketers to access this largely untapped source of customer data, effective software is vital. For many marketers, however, call tracking and conversational analytics is a missing piece of their martech stack. 

Dive deeper into the challenge of a marketer’s world without conversational analytics, and the magic of first-party data, in the First-Party Data Report.


Debby Haynam

Posted by Debby Haynam

Debby is Invoca's Content and Social Media Specialist. With passions in writing, design, and video production, she strives for creative and authentic storytelling. When not creating marketing content, you can find her trying to find the least pretentious cup of coffee in San Francisco.