One of the questions we answer for our clients every day is “what happens when a prospect picks up the phone?” There are so many tools out there for tracking online activity like web form submissions, but when it comes to tracking what drives phone call conversions many marketers are left in the dark. In this post, we talk about the tools and features that allow you to turn on the light and view what’s really driving high converting leads to your business.
1. Call Recording
We’re strong proponents of this often overlooked early form of call analysis. We’ve watched our customers find value time and time again by listening to call recordings and not only understanding the type of calls their advertisements are driving but if those calls are coming from qualified leads. Check out this post with great examples of how CallRail customers use call recording to prove and improve their marketing ROI.
2. Dynamic Number Insertion
Dynamic number insertion is a call tracking tool that assigns a unique phone number to each online source, such as organic search, PPC ads, Yelp, or anywhere else your business has a presence online. That phone number will display to visitors who arrive at your website via that specific source, allowing you to pinpoint the exact source of incoming calls.
Why is it one of the post powerful call tracking tools out there? To put it simply, it’s the core of call tracking. In order to accurately track phone calls from multiple online sources, you need to install dynamic number insertion. If you know where your customer hangs out online — or, more importantly, which sources drive the most phone calls — you can focus your time and adspend on optimizing channels that really drive conversions. Here’s a deep dive into the benefits of dynamic number insertion.
3. Google Analytics
Our Google Analytics and Google Ads (formerly AdWords) integrations allow you to send your calls to Google Analytics and report phone calls as conversions in Ads. These insights give you a complete view of your PPC and website campaigns to really understand what’s working. The integration also makes reporting easier so you can quickly view how your marketing is doing. With the CallRail integration, every time someone calls your tracking number, we send the call straight to your Analytics account. You can view your call tracking data alongside other granular visitor events, all in the Google Analytics dashboard.
The integration is quick and easy to set up and will give you the actionable data you need to help make important decisions about your marketing strategies. Here’s more information on how integrating your call data with Google Analytics can transform your marketing.
4. Robust Reporting
If you want to take advantage of all the perks of call tracking, a deeper analysis of what drives calls to your business is necessary and possible with Advanced Reporting. Advanced reporting makes it easy to analyze your call data by source, page, keyword, day, and more. You can even use visual reports that give you the total picture behind your attribution in one glance.
Source Level Reporting:
- Calls by Day and Time Receive a report based on the day and time of calls received.
- Calls by Source Provides the sources and interactions that are driving traffic and generating calls to your business.
- Voicemail Provides caller ID information and voicemail transcriptions for calls received by your CallRail tracking numbers.
- Unique Callers Breaks down the unique calls received by your tracking numbers according to the caller’s information and phone call sessions within a specified date range.
Visitor-Level Reporting:
- Time to First Call View the amount of time a caller was browsing your website before calling your business.
- Calls by Keyword Provides a tiered breakdown of the keyword queries that are coming through your CPC campaigns.
- Calls by Landing Page Represents the first page that the caller ever visited when navigating to your website.
- Calls by Active Page Represents the last page a caller visited before placing a call.
5. Conversation Intelligence
Conversation Intelligence makes it easier for marketers and sales teams across all industries to understand how inbound calls turn into appointments, opportunities, and more importantly sales. Through algorithms built from analyzing hundreds of thousands of calls and machine learning, the level of data and insights Conversation Intelligence provides saves CallRail users time by qualifying a call to determine if it is likely to convert into an opportunity or not without listening to the audio. That’s right. It’s all automatic.
CallRail’s proprietary voice intelligence technology can assign a ‘good lead’ status to relevant phone conversations within the CallRail dashboard, utilizing machine learning to continually improve upon its lead qualification algorithms. This feature also displays a dual-channel, graphical representation of each call recording.
The valuable insights provided by Conversation Intelligence allow marketers and sales teams to improve top-line revenue growth by providing data that determines where your most qualified calls are coming from.
Want to start implementing call tracking tools to transform your marketing campaigns? Sign up for a free trail and start reaping the benefits of call tracking tools, today!
