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Call Tracking 101: How Basic Data Can Help You Achieve Advanced Results

Sales Renewal is pleased to host a series of blog posts by written by experts in their fields. This week, we’re joined by Jeff Culliton, Business Development Manager at Mongoose Metrics, leaders in call tracking, measurement and attribution.

Web analytics, bid management, CRM systems: They all play a key role in helping us to better understand customer behavior, gain insights into keywords, and organize leads. And in an increasingly digital world, it’s hard to imagine marketing without each of these tools and the data they provide.

But for many businesses, conversions aren’t just occurring online. If your PPC ads, landing pages, or website include a phone number, you need to be tracking those calls. Why? Well, when a visitor exits your site without converting, how do you know they didn’t opt to call instead of filling out a form or completing a purchase online?

It’s scenarios like these that often render our analytics tools powerless, and leave a gap in our data. How can you fill it?

By adding call tracking to your set of data tools, you can fill the holes in your data, and gain insights into which online efforts are driving offline calls.

By capturing the conversions made over the phone, you’ll be able to more accurately measure your efforts, and in turn use that information to optimize both present and future campaigns.

For example, let’s say you have two PPC campaigns running: Campaign A and Campaign B. You’re able to see how many clicks each campaign generated, as well as how many of those clicks led to a conversion. But what about those clicks that didn’t convert? Are they just exiting your site in search of something else? Or are they opting to convert offline through a phone call.

With call tracking in place, you’ll be able to see just that-clicks that generated calls. So, while Campaign B may have generated more clicks, with call tracking in place, you could discover that Campaign A actually generated more calls. When integrated with your existing CRM, you’ll be able to see if those calls became sales.

Call tracking can also uncover insights such as which keywords callers are using to find your site, which ad campaign they clicked on, as well as the last URL they accessed before calling. With this information you’ll not only have the necessary insight to adjust ad copy, but site copy as well.

For example, you might find that certain pages generate more phone calls. Is this because the call-to-action (CTA) is asking customers to pick up the phone, in which case your efforts are working? Or is it because something on those particular pages isn’t clear, requiring more information before they are comfortable converting?

When a lead moves offline, it’s important to understand the behavior that lead to that decision. With call tracking in place, you can more accurately measure your efforts and your ROI, as you now have the ability to attribute online campaigns to offline conversions.


Jeff Culliton – Business Development Manager at Mongoose Metrics (now merged with ifbyphone.com)

Sales Renewal’s insight:

Sales Renewal is pleased to host a series of blog posts by written by experts in their fields. This week, we’re joined by Jeff Culliton, Business Development Manager at Mongoose Metrics, leaders in call tracking, measurement and attribution.

Web analytics, bid management, CRM systems: They all play a key role in helping us to better understand customer behavior, gain insights into keywords, and organize leads. And in an increasingly digital world, it’s hard to imagine marketing without each of these tools and the data they provide.

But for many businesses, conversions aren’t just occurring online. If your PPC ads, landing pages, or website include a phone number, you need to be tracking those calls. Why? Well, when a visitor exits your site without converting, how do you know they didn’t opt to call instead of filling out a form or completing a purchase online?…