Call Tracking: What Is It and How It Works

If you have a business, chances are you're likely going to look for better ways of executing your company operations. Are there better ways of performing a certain task? Are there better ways of reporting about particular aspects of the industry? Are there better ways of obtaining valuable business data? All of these can be extremely beneficial for your business, and finding a way to meet all these needs can help your business thrive in a volatile market. Luckily, call tracking might be able to do just that for you - and here's what it is and how it works.

The Power In Calls

If you're looking towards the various benefits of call tracking - or calls in general - for your business, it might be time for a quick rundown on some numbers. Interestingly, one might wonder just what call tracking can offer businesses when a lot of people are starting to resort in local searches - after all, why go with calls when you can just go online shopping? Interestingly, numbers indicate that 78-percent of local searches (even on mobile) do in fact end up resulting in an offline purchase.

Moreover, a Google study also found out that consumers also prefer that paid ads showed phone numbers and store addresses for easy contact. In fact, phone leads that were generated via advertisements are thrice as likely to convert than conventional lead generation methods, because 52-percent of people who do click on ads also end up calling the advertisers themselves.

If you had a tool like call tracking on your disposal, you've got a lot of opportunities to gather relevant data and important statistics that you can take advantage of when it comes to improving your company operations. Here's some other relevant information about call tracking:

More Than Just Tracking Calls

A lot of people might look at call tracking and feel as though it’s simply about “tracking calls.” A lot fail to realize what tapping into calls can actually do for a company. Leveraging on the fact that much of sales still rely on phone-based purchases, call tracking can allow companies to:

- Campaign Management:

Companies that tend to run multiple call-based campaigns such as pay-per-click advertising will find use for call tracking as it helps streamline the entire process. Numbers are assigned specifically for certain campaigns, which can help staff pay close attention to which campaigns are generating leads. In speaking of.

- Campaign Assessment:

Call tracking’s ability to segregate calls is compounded by its ability to sift through relevant data from the consumer as well. Calls that generate sales and those that aren’t get segregated properly for assessment, enabling marketers to see which campaigns are working and why, and which campaigns aren’t working and why.

- Campaign Insights:

Information call tracking can sift through from calls can provide valuable insight and statistics to marketers who want to get to know their audiences better. Aside from knowing which campaigns generate better leads, things such as demographics, user preference, and other forms of information can be gathered.

How Call Tracking Works

Given the many benefits of call tracking, one might naturally wonder how it works. After all, call tracking services such as Fone Dynamics seem to be more than “just” tracking calls. Here’s how it works:

- Campaign Optimization:

One might think it’s much easier to manage campaigns if you assign one number to be called for all of them, right? After all, if you’re expecting only one number to be called, it’s much easier to track prospects. Not necessarily. Call tracking optimizes your campaigns by letting you use multiple numbers at once. A campaign is differentiated by phone numbers - meaning, you can easily identify which campaign sent someone based on phone number alone.

- Campaign Segregation:

Aside from letting you manage multiple phone accounts, call tracking comes with a handy feature of assigning each unique number as its own referral number. This means calling the unique number automatically “signals” what campaign led to that referral in the first place. Call tracking can sift through these data and separate calls for campaigns such as direct mail, commercials, and paid search.

- Campaign Integration:

When call tracking gets to compile the various data from your calls, you can easily insert these data into other reports you have. This allows you to have a more comprehensive view of the status of your campaigns. It’s perhaps the ability of call tracking to be integrated into other campaign methods that make it such an appealing option for users.

The Takeaway: Call Tracking Might Be What You Need

Of course, having heard of what call tracking is with the above quick guide, chances are you're going to find it quite the promising addition to your business operations. After all, it has quite a lot of uses that might be helpful for your various needs. However, before you go deciding on adopting a call tracking system, be sure to check your plans first and if a call tracking system can be integrated into your operations, just to make sure all aspects of your need are covered without any hassle.

About the Author:

John is a long-time professional with over two decades of experience in analytics and communications technology. He works as the Senior Data Analyst at Fone Dynamics, a leader in call tracking, voice, and SMS communication. When John steps out of the office, he loves to spend time with his family and bike riding..