What is call tracking?
Call tracking is a technology used by marketers to learn how many calls they receive from channels and keywords. Marketers can use this information to understand which channels are driving the most 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, inbound calls can be tracked using dynamic number insertion (DNI) technology. In short, Call Analytics providers allocate call tracking numbers (CTNs) that replace existing numbers using DNI so the call can be tracked.
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 Analytics can tell you what your digital analytics programs can’t: what happened after the prospect clicked your ad or website phone number.
First, 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. Then, you can use this information to refine your campaigns and maximize your return on ad spend (ROAS).