See what drove your customer to call
Your customers interact with you across multiple devices and media channels including smartphones, websites, digital ads, and social media. Phone calls derived from these sources can be tracked and analyzed to better understand customer behavior.
This information is essential to optimizing campaigns, maximizing your marketing budget, and improving return on investment (ROI). Call attribution with Marchex Marketing Edge lets you track every call from traditional, mobile and online advertising. Whether you want to understand volume from a specific campaign or learn which keywords drove a phone call, if your marketing initiatives include phone calls in the customer’s path to purchase, call attribution can provide actionable insights to help you optimize your marketing initiatives.
Learn how call attribution works
With Marchex Marketing Edge, attribution is possible with Dynamic Number Insertion, which allows you to provision phone numbers and insert them according to specific conditions in order to accurately track every call. You can track how many calls you receive by using call tracking on any phone number you publish. With digital channels such as paid search, you can get even more granular. You know paid search is driving calls to your business; by using a pool of phone numbers, you can capture the keyword a prospect searched on before calling your business. You can capture insights from other digital channels too.
Use call attribution data to
Now that you have this data, you can optimize your paid search bids. Keyword-level attribution helps you understand how prospective customers interact with your brand, and can inform decisions on what channels and keywords are working. Leverage the knowledge to tweak your strategy.
The long-term goal is to feed the data back into your bid management platform to allow for real-time bid adjustments based on conversion indicators. This ensures that your bids are aligned with what is happening over the phone, bridging the online to offline attribution gap.