Call Tracking

Gain visibility into every conversion with offline call tracking. Connect the dots between your online presence and what makes your customers call.

 

What is offline call tracking?

Call tracking provides phone call analytics from mobile and online advertising. You can understand the path to conversion from the online world of search keywords to the offline world of phone calls.

While digital media is a core tactic in many campaigns, interacting with a digital ad in the form of a phone call can drive your customer offline, beyond the tracking reach of digital analytics programs.

Thankfully, call tracking fills the gap in online-to-offline conversions, allowing you to see the complete picture of how customers interact with your brand. This reveals insights you can use to improve the customer experience, refine campaigns, and optimize return on investment (ROI).

How call tracking works

Offline call tracking provides analytics from inbound phone calls for marketing attribution. Therefore, businesses that rely on customer phone calls have a complete picture of how a customer came to connect with them.

It allows marketers to understand which ad a customer responded to or which keywords a customer searched before making a call to a business.  However, how many tracking lines you opt for depends on marketing goals:

  • For source-level attribution, you need a tracking line for each marketing channel.
  • For keyword attribution, you need more phone numbers to track each session on your landing pages.

Your call tracking provider can help you estimate your number pool and even manage number assignment for you. All you need to do is place a tiny piece of Javascript onto your landing pages to allow for dynamic number replacement—the technology the enables accurate call tracking.

Dynamic tracking provides real-time attribution of calls so you can take immediate action.

How call tracking improves marketing spend

Once you have collected some call data, you can see how your customers interact with your brand, and understand what channels and keywords are working. Use this call tracking knowledge to refine your strategy and optimize ROI. In order to improve the customer journey and speed up the path to conversion, 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 gap between online-to-offline tracking.