Call Tracking Metrics – 25 Tips and Tricks

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Call Tracking Metrics – 25 Tips and Tricks  

As per research, 65% of businesses have reported that their most concrete leads are call oriented. In a logical trajectory, it follows that tracking the related metrics is a no-brainer to develop a sound scheme that will actualize more call-based leads. For that to happen, a web enterprise owner needs useful hacks and tips to build a pinpoint strategy. In this light, below are 25 tips and tricks regarding call tracking metrics.

Set events and goals in Analytics

To enable Analytics to collect data on the call metrics of relevance (assuming your Google Analytics and AdWords accounts are linked), you will have to set events and goals. The goal is to instigate a situation where a client call is regarded as an event.

Hire a developer

If you want a workaround that will save you time, effort and the technicality involved in setting up call tracking, make use of a developer like most people do.

Use third-party integration software

Third party integration software, in conjunction with Google Analytics, complement each other to provide better insight. Shop around for quality integration software, calltrackingmetrics is a good option.

Main thing to look for in integration software

Good integration software should present all metrics of interest in package form to avail a comprehensive picture. It should capably integrate calls, customer information, leads, etc.

Track landing page calls

Most people fail to follow landing page calls and instead focus on SERP advertisement calls. It is a big mistake that skews tracking data leading to formulation of less than efficient advertising strategies.

Track calls from display ads

It is possible to monitor calls from display ads by adding numbers manually through code to learn of ad efficacy and optimize marketing expenditure.

Refine AdWords strategy

The goal of call tracking is to collect, analyze and interpret customer data to fine-tune the marketing strategy. Therefore, use the resultant information to continually develop a sound AdWords strategy.

Filtering

All calls are not the same and you, therefore, have to develop a screening strategy that takes into consideration only the calls that matter. This way, disconnected calls, spam, wrong numbers, etc. will not falsify gleaned insights.

Set call length

The most important screening metric is call length. Determine average call length that differentiates serious calls and irrelevant calls and input it in your AdWords account by navigating to conversions>phone calls.

The conversion window

The conversion window is all about setting the maximum window to track conversion behavior for an individual, set it at maximum which is 60 days.

Categorize conversions

Select the categories of best fit for different calls to streamline reporting and improve the quality of resultant data.

Count every click

Selecting the ‘count every click’ option is preferable to the ‘one conversion per ad click’ option.

Local businesses

28% of local based searches result in conversion according to research. Therefore, if your enterprise is locally based, tracking and developing a call lead-generation marketing strategy is absolutely crucial.

Incorporate caller location

Include caller location as a metric of importance to learn the locational attributes of callers who interact with your enterprise.

Allocating marketing dollars

To allocate market dollars, have a particular calling number for each advertising channel you use. Then, determine the cost per call for each channel and determine the best dollar allocation strategy.

Testing landing page variations

To test landing page changes, you will have to instigate a situation where a different number is generated for every particular variation.

Keyword level tracking

To develop a pinpoint PPC strategy, investing in quality keyword-level call tracking is inevitable.

Demonstrating call quality

To precisely demonstrate call quality, make use of call length in addition to a summation of the number of calls in your reports.

Set benchmarks

Research industry benchmarks to access comparative data to measure the marketing efficiency of your enterprise against regarding calls.

Optimizing marketing spend

To optimize marketing spend, map call recording with respect to ad spend using a capable software such as CallRail.

24/7 call campaigns

If you pursue 24/7 call campaigns, make sure no caller gets sent to voicemail during non-office hours. Otherwise, you will dilute the impact of your ads and frustrate potential leads.

Differentiate new and repeat callers

If your business attracts repeat callers for a longer period than analytics supports (60days), look for third party software with a bigger allowance for tracking a single caller.

Obtaining ‘full credit’ for efforts

For a full credits approach, make use of a single call number for tracking and concentrate on the total call lead yields.

Determine other metrics of interest

Appropriate call metrics to track depend a lot on the type of business. Therefore, brainstorm to get other meaningful call metrics that can facilitate sound strategizing.

Conduct a cost-benefit analysis

During all stages of call tracking and implementation of improved strategies courtesy of the gleaned insights, take time to consider the benefits with respect to the costs to make holistic decisions.

As the tips above clearly point out, call tracking is quite technical and to implement the same without the help of an expert will call for substantial time investment. However, any approach used to actualize the feat is worth it if the results of call-tracking practitioners are anything to go by.