Your website is the face of your business. Oftentimes, it’s the first stop on a lead’s journey before they decide to convert.
Some business websites allow visitors to fill out online forms to schedule appointments or request more information. Others, like e-commerce sites, enable visitors to make purchases online. Digital tools like Google Analytics make it easy to track and report on these actions to evaluate your website’s effectiveness at driving conversions.
But what happens when someone calls you instead of filling out an online form or making a purchase online? Shouldn’t that count as a conversion? How do you track that?
Call tracking is essential for any business that wants to get a clear picture of their conversion data. If you’re not tracking calls from your website, you’re most likely missing out on some important information. Without phone call tracking, it can seem like your website is underperforming and not delivering the desired results.
Call tracking is a loose term that can mean different things to different people. Here are a few methods you can use to track call conversions from your website.
Manual call tracking
What is the most obvious way to learn how your customers find your business? Ask them!
Simply asking your callers what led them to pick up the phone is the easiest way to determine where your calls are coming from. It’s also a more personable technique since you’re able to interact with your customers directly. This can be a good option for very small local businesses that typically experience a low volume of calls. It’s also a good option for larger businesses who want to periodically check that they are getting aligning information from the caller and the call tracking technology they are using.
Manually attempting to track calls isn’t ideal for everyone, though. It can be difficult to keep track of calls on your own if you receive a lot of phone calls. You'll most likely need to manually enter the data into some sort of database for reference. If this sounds like too much work for you, you may want to explore some other options.
Cons of manual call tracking:
- Time-consuming: Requires consistent data entry and management.
- Human errors: Possible mistakes when entering or interpreting data.
- Limited scalability: This can become impractical as call volume rises.
For best results, establish a standardized format for data entry. Train your team regularly to ensure consistency and accuracy. Consider integrating with your existing CRM for a streamlined process.
Overall, manual call tracking is ineffective for understanding customers' needs and improving your business processes.
Simple call tracking methods
If you simply want to track your call volume and see which callers make your phone ring, a simple solution like Google call extensions or a click-to-call counter may be your best bet.
Google reporting
Google call extensions allow you to add a phone number to your Google Ads (formerly AdWords.) When a user clicks on your ad, they’ll have the option to either visit your website or instantly dial your business, making these types of ads ideal for those who are trying to boost phone calls.
To track calls that come from Google call extensions, you’ll need to add a Google forwarding number (a Google call tracking number) to your ad. The data from your incoming calls will then feed into your Ads account so you can track website call conversions.
Adding a tracking number to your Google ads allows you to:
- Designate a specific call duration as a conversion. For some people, it only takes a three-minute-long call to count as a conversion. For others, that call should last 5 minutes or more. Make conversion tracking your own by specifying what counts as a conversion for your business.
- See which campaigns and ads are driving calls. If you’re trying to optimize your Ads campaigns, Google’s call reporting feature may be a great option for you.
The downside? This call tracking method only works with Google Search Network ads. It’s good if you’re trying to optimize your Google ad campaigns, but it may not be ideal if you want to gather more information about conversions coming from other online sources.
Another downside is understanding the setup process and maintaining accuracy might require technical support.
Best for: Businesses who rely only on Google Ads for website call conversions.
Click-to-call counters
Click-to-call is growing in popularity thanks to its ease of use and ability to boost conversion rates. With this feature, users can instantly dial a business just by clicking a button or link without ever punching in numbers.
This is a great option if you simply want to track how many users reach you via a click-to-call link. Once the user clicks the link, there is usually a landing page that they are redirected to between the click and the dial. This landing page is tracked, and the visits are what counts towards conversions. However, there are definitely some drawbacks to this type of call tracking:
- A click doesn’t necessarily mean a call was completed, meaning your data could be skewed.
- Click-to-call tracking is pretty basic. This type of call tracking only counts the number of clicks you receive on a click-to-call button or link.
Best for: Small businesses who are just getting their feet wet in the world of call tracking.
Call tracking software
A full-fledged call tracking platform, like CallRail, is the most reliable way to gather robust caller information to track website call conversions accurately.
Unlike other call tracking methods, call tracking platforms give you in-depth information to ensure you get the whole picture of your conversions.
Benefits of using call tracking software
Using CallRail for call tracking offers multiple benefits. First, it helps you understand which marketing efforts are most effective. You can identify high-performing strategies by tracking calls from different campaigns and allocating resources accordingly.
Another significant benefit is advanced analytics. With features like call recording and Conversation Intelligence, you gain deep insights into customer behavior. This data is vital for refining marketing initiatives and improving customer experiences.
Lastly, it simplifies reporting. Access clear, detailed reports that illustrate your marketing impact on call volumes. Easily share these insights with team members to ensure everyone stays informed.
Key features of CallRail include:
- Dynamic number insertion: Automatically changes tracking numbers based on visitor source.
- Comprehensive reporting: Provides complete insights into call duration and source.
- Integrations: Works seamlessly with platforms like Google Analytics for enhanced data.
Some other benefits of using call tracking software include the following:
- The ability to track the entire customer journey. Call tracking allows you to see every touchpoint that led to a call instead of just the first or last source. This means you can see where your customers decided to convert and what led them to that point. This gives you more information to work with for effective conversion optimization. You’re also not just limited to one type of campaign or platform — with call tracking software, you can track calls coming from organic and paid sources and even offline campaigns for in-depth analysis and reporting.
- The ability to record phone calls. Call recording is a must-have feature for any business that wants to improve customer service and better train its staff.
- Analysis of lead quality with conversation analytics. For marketers who don’t have time to listen to every call to determine the lead quality of every website call conversion, features like CallScore and CallRail’s conversation analytics suite do the analysis for you.
- Integration with other platforms. Whether you use HubSpot, Salesforce, Google Analytics, or Ads, a third-party call-tracking solution will integrate with the programs you rely on to give you robust conversion data.
Best for: Any business that relies on multiple online campaigns to drive call conversions.
How to set up call tracking software
- To set up CallRail, first, sign up for an account on the website.
- Once logged in, go to the dashboard and click on the "Numbers" tab.
- Choose "Add Numbers" to get a unique phone number for tracking.
- Assign this number to a specific marketing campaign or webpage to start gathering data.
- Next, integrate CallRail with your website. Use the CallRail JavaScript code provided in your account dashboard. Place this code on all the web pages where you want to track calls. This enables dynamic number insertion, allowing visitors to see the tracking number when they visit your site.
- Configure your account to receive notifications about incoming calls.
- Customize by setting call alerts and call recording options. This ensures you get detailed call logs and analytics for performance evaluation.
Choosing the right call tracking solution for your business
Picking the best call tracking solution depends on your needs. This involves whether manual tracking or software is suitable and which factors are important in the tool you choose.
When to use manual tracking vs call tracking software
Manual tracking can be simple but might lack depth. It involves recording call data manually, which can work for small businesses with fewer calls. However, if your business handles many calls, manual tracking becomes tiring and less reliable.
Call tracking software offers automatic data collection, caller identification, and integration with other platforms. It quickly provides insights into customer behavior and call patterns. Use call tracking software when you need detailed analysis and want to optimize marketing campaigns. Software is the better choice for businesses aiming to improve customer service and sales.
Factors to consider when selecting a call tracking tool
Integration capabilities: Ensure the tool can blend with your existing systems, like CRM and marketing platforms. This smooths data sharing and boosts operational efficiency by reducing data entry errors.
Features: Look for real-time analytics, call recording, and the ability to track multiple channels. Tools should allow you to view the caller's journey on your website. Advanced features may include keyword tracking.
Ease of use: A user-friendly interface is vital. It lowers the learning curve, enabling your team to use the software effectively.
Cost: Assess if the pricing fits your budget. Try a CallRail 14-day trial today.
