The top 4 important things to understand about call tracking

call tracking

Mobile phones have made communication easier over the years.

A study conducted in the U.S concluded that business calls from search, social media, display, and other paid ads have increased by 110 percent since 2014. With several customers opting to call businesses, marketers need to track, attribute, and report on calls. By including offline calls and web-based conversations, marketers can determine the value they bring to advertisers. Over the past three years, AdWords has increased its ability to track and attribute phone conversations. If you are yet to realize the value of phone calls to your company, you are probably not monitoring your calls. Here are the top four important things to understand about call tracking.

  • Calls are essential to your Advertiser. Call monitoring assists marketers to report on the value of advertising online. Advertisers add a JavaScript snippet to the source code of a site. The JavaScript replaces the number on the site based on some rules. The website then shows the renewed call and tracks the number to the site visitor. The marker is then able to see PPC calls segmented out from other traffic sources on his or her tracking dashboard. Marketers can also use call tracking to get leads. Calls convert clients to buying customers ten times more than web leads.
  • Segment Call by Medium. By understanding how traffic influence call conversion, you can determine where to focus your efforts. If your calls originate from PPC, you may consider getting more granular to know which keyword is driving more calls. With call tracking, a marketer can enable dynamic number insertion (DNI) on their website to show visitors a dedicated number by medium (referral. Organic, or CPC). You can set up your JavaScript to show a different number depending on how visitors get to your site. For instance, a person who clicks on a paid search ad would see the first number, while the one who clicks on an SEO listing would see the second number. As a result, the computer will tag each call as either “paid search,” or “organic.” These insights help marketers to recommend ways for customer acquisitions.
  • Geographical Locations. With call tracking, you can show local numbers based on where they are searching from. A local number is essential since a toll-free number indicates an international business, which often leaves callers waiting on the line. Moreover, more people trust local companies more than foreign companies. Call tracking also allows marketers to set up a geo-targeted ad for each city. Here, they attach a local number to each campaign and the JavaScript provides the visitor with a recognizable local area code.
  • Keywords. Call tracking enables you to know the keywords that generate calls. There are two types of call tracking: session-based and 1-to-1 tracking. In 1-to-1 tracking, DNI provides a specific call tracking number for each medium you want to track. This option is 100 percent accurate, but it is expensive. With session tracking, a marketer assigns several tracking numbers to a site based on the number of visitors in a particular traffic source. This option is less accurate but provides more granular insights into the keywords driving calls.

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