What is call tracking?
Call tracking is a tactic used by marketers to learn how many calls they receive and where their callers come from. Marketers use this information to understand which channels are driving calls and how well their marketing campaigns are performing. Whether you use click-to-call ads or call extensions, have a number on your website, or use print advertising, phone numbers are tracked using dynamic number insertion (DNI) technology. Call analytics companies provide customers with call tracking numbers (CTNs) that replace existing numbers using DNI so the call can be tracked.
For digital marketers, call analytics can tell you what your digital analytics programs can’t: what happened after the prospect clicked your ad or website phone number.
While digital media and paid search are common digital campaign tactics, clicking to call drives your customer offline, beyond the tracking reach of digital analytics programs.
Call tracking fills the data gap in online-to-offline conversions, allowing you to see the complete picture of how customers are interacting with your brand. This can uncover actionable insights you can use to improve the customer experience, refine campaigns, and optimize return on investment (ROI).