Call tracking is a technology for tracking and systematizing incoming calls via advertising channels. The tool helps you understand where your customers come from and evaluate the effectiveness of different platforms.
In this article, we will tell you how call tracking works and what tasks it solves, explain what to pay attention to, and review popular services.
Content
How does call tracking work?
What tasks does call tracking solve?
How is call tracking different from telephony?
Types of call tracking
Static call tracking
Dynamic call tracking
Combined call tracking
How to choose a call tracking system?
Popular call tracking services
Targeted call Yandex
CoMagic
Calltouch
Conclusion
How does call tracking work?
Customers can request company services through various communication channels, including by phone. Standard analytics systems do not identify sources of phone requests, so marketers do not receive real data on advertising conversion. Call tracking allows you to solve this problem.
The principle of call tracking technology is based on the substitution of phone numbers - a unique combination of numbers is allocated for each traffic source. The client sees an ad and dials the number → the program accepts the incoming call → shows the advertiser which ad attracted the client's attention or which keyword he used in the request.
call tracking work scheme
How call tracking technology works
Conversion is calculated in the same way as online conversions (requests via a website, order form, messenger and other Internet sources), so call tracking technology can be compared with web analytics systems, but with one caveat - it takes into account not only clicks, but also calls. End-to-end analytics, which we discussed in detail in one of our articles → " How to build end-to-end analytics: stages and settings "
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What tasks does call tracking solve?
Call tracking can be used by any company that displays advertising in why our mint database service is perfect for marketers several channels, including offline. Connecting call tracking will allow you to automate call tracking and solve the following tasks.
Get detailed statistics for each call.
Evaluate the effectiveness of each advertising channel.
Determine the return on investment.
Optimize your marketing budget.
Monitor the work of the call center.
Improve the quality of customer service.
The program will record:
incoming call phone number;
the number of the operator who answered the call;
result and duration of the call;
call recording;
the advertising channel from which the client came.
Using this data, you will be able to generate reports on the number of unique and repeat calls for each traffic source by day, with an accuracy of the advertising channel to which the substitute phone number is assigned. You will know exactly how many and where the calls came from, what quality they are. You will be able to determine whether the advertising is paying off or not.