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Call Tracking Analytics: The 5 Metrics You Should Track

Pop quiz!

Let’s say you’ve been running a well thought out PPC campaign for the past quarter.

You’ve done an excellent job keeping your campaign costs in check and your client is going to be pleased to see how much traffic you’re producing.

Your client, Dr. Friendly, is one of the best clinicians in town and all he asks of you is to bring more customers through his door.

And, as I mentioned, you’re producing tons of traffic… well, online traffic that is.

But as we all know, online traffic doesn’t always mean real world foot traffic. You can count clicks until the cows come home, but it doesn’t mean the people behind those clicks are actually getting up off their couches.

Now, for my first question, what are you doing to track your offline conversions?

Google Analytics is probably the best web analytics tool on the market, but it can’t tell you what your target customer does offline.

It won’t tell you if they got into their car and drove down to Dr. Friendly’s practice to have a procedure done. It will only tell you what they viewed and clicked.

Now, for my second question, what do people do before they go to the doctor’s?

Exactly! They call and schedule an appointment.

For local businesses, like Dr. Friendly’s clinic, the appointment is the only real metric that matters.

Scheduling an appointment is the last step before the customer shows up and pays for their services.

Getting back to your quarterly meeting with Dr. Friendly, how friendly was he when you showed him all those clicks you got?

I’m sure he was mildly impressed, but the conversation always comes back to one critical question.

Dr. Friendly wants to know, ‘how many of these people came into my clinic?’

In 2019, it’s estimated that 162 billion calls will be placed from digital ads directly to client businesses.

If you aren’t tracking customer calls, then you’re not getting a clear picture of your client’s sales funnel.

_Source: Search Engine Journal_

Whether it’s a chiropractor scheduling appointments or a tow-truck company responding to an emergency, inbound calls are the end-all be-all of their business.

Yet, far too many digital marketing agencies are overlooking the importance of the phone.

Why You Need Call Tracking

If you’re investing money into PPC advertising, you want to know what’s working! But for local businesses where conversions happen offline this can be a lot more difficult.

That’s where call tracking comes in. You can track your offline calls and tie them to your online advertising.

Through call tracking you can connect the dots between your marketing efforts and your client’s appointment calls, quotations, information calls, and service inquiries.

You should be tracking calls in all marketing channels. That goes beyond PPC and includes email marketing, SEO, review sites, and social.

For example, some marketers choose to include their client’s phone number in email marketing campaigns, and it's important to know whether that number is getting new leads and conversions.

Tracking the contact numbers on your client’s home page and social accounts is just as important.

Source: BIA Advisory

By identifying the source of these calls, you can better allocate your client’s PPC budget. Not only saving your client money, but proving the value you bring to the table.

When your client sees the positive connection between your work and their results, your relationship will continue to prosper.

Call tracking not only helps you determine the source of your client leads, but allows you to filter for quality.

Some marketing activities and PPC channels will always produce higher quality leads than others. By analyzing call times and listening to actual calls, you can see where your client’s ideal customers are coming from.

Knowing which metrics to analyze ahead of time will make it easier to attribute conversions to the correct source.

5 Metrics You Should Track

One major element that all call tracking applications share is the ability to analyze different metrics to see whether your marketing campaigns are actually working.

Metrics can provide valuable data such as where your leads are coming from, which leads are quality leads, and which are converting.

Here are the 5 metrics we recommend tracking:

1) Source

This one should be a no-brainer. Every decent call tracking service will allow you to segment your calls by source.

Sources will include Facebook, Google, Bing, Direct, Twitter, and more. Some call trackers will even allow you to drill down to the specific keywords used.

By tracking this data, you can get a complete picture of your client’s customer’s journey from start to finish. You'll know which marketing channels lead to more offline phone calls and determine which of your advertising and marketing efforts are most effective.

2) Missed vs. Answered

By analyzing missed versus answered calls you can keep your client informed about missed opportunities that are occurring within their office.

You should calculate an estimated ROI value for each inbound phone call before starting your campaign. The opportunity cost will drive home the importance of minimizing missed calls.

When comparing your client’s missed calls with the time and date, you can identify hours that should have phone support and currently don’t.

3) Call Time and Date

Reviewing the call times and dates will help you identify the times of peak interest in your client’s business.

Knowing this will allow you to allocate more ad spend to specific times and days of the week to maximize call volume and minimize cost.

4) Call Duration

Call duration is a great metric at gauging customer engagement. If calls are too short, it may indicate that the caller is asking a simple question such as the office hours. Meanwhile, calls that are excessively long may indicate that there’s a larger issue that the office staff are trying to handle with an existing client.

Most appointments will fall within a “goldilocks” zone; not too short and not too long.

If you take the added step of having your staff manually review the calls, you can better assess how long it takes to make an appointment.

5) Volume

This is the most basic raw data, but also some of the most important. You'll want to know exactly how many people are calling your client based on your marketing efforts so you can see if call tracking is even a beneficial strategy to implement.

If no one uses the call tracking numbers then you might want to reconsider your plans as this sends an important message about offline customer behavior.

Choosing a Call Tracking App

Now that you know which metrics to track, it’s time to choose the right call tracking app.

If you’re already using a reporting software, such as Agency Analytics, you will want to make sure the call tracking app can integrate with it.

This will make it much easier to showcase your results by tying customer calls together with Google Analytics, PPC, SEO, social, and email marketing.

Thus, painting a clear picture of their customer’s journey through your marketing strategy.

Here are 5 call tracking apps that we support and recommend:

Call Rail

Source: Call Rail

CallRail uses customer call recording as one method to determine the types of calls that are being received and if those calls are coming from qualified leads.

They utilize dynamic number insertion to assign a unique tracking phone number to each online source. The number displayed on your client’s website will change based on how the customer came to their site.

Dynamic number insertion can be used for email campaigns as well.

CallRail integrates with Google Analytics and Google Adwords to make analyzing metrics a breeze. Every time someone calls using the tracking number the data gets sent directly to Google Analytics.

Call Tracking Metrics

Source: Call Tracking Metrics

CallTrackingMetrics uses keyword-level attribution and mobile click-to-call tracking to allow you to optimize your campaigns for ROI.

You can use this software to analyze both online and offline campaigns and to determine which keywords are driving phone calls.

In addition, this software has text message capabilities for anyone looking to integrate text messaging into their call tracking campaigns.

It also works with form submissions if you want to give your client’s website visitors the option to fill out a form in order to be connected with a member of their team.

What Converts

Source: What Converts

WhatConverts offers instant call tracking, the ability to track all leads and not just calls, display numbers based on your campaigns, recording, reporting, and a way to identify online and offline channels that generate calls.

With a world full of dynamic marketing, voice search, and networking happen at every turn, it's a great tool with great reviews if you're looking for a total package software.


Source: Avanser

Avanser is an Asia-Pacific call tracking business that is probably one of the most basic in the list, but works great for a small business with a smaller budget.

You still have all online tracking using dynamic numbers to maximize your ROI, instant missed call notifications, and more.

Some of the biggest name brands in the Asia-Pacific region use this software, so if you're thinking of going international, this one's for you.


Source: Marchex

Marchex is another international call tracking company, but unlike the others, call tracking is just a small part of what the company has to offer.

Omnichannel, speech, leads, marketplace – you name it and they'll have the data for you.

Reporting Your Efforts

It’s important to aggregate your call tracking analytics into reports so you and your clients can use that data to make better marketing decisions and grow their business.

You can integrate your call tracking software with Agency Analytics by simply navigating to the left side menu and clicking ‘Call Tracking.’

From there, you will choose the call tracking app you have subscribed to and click ‘Setup’:

Source: Agency Analytics

Once you are set up, your call tracking data will get pulled in and you can then produce fully customizable reports every month.

On your client dashboard you will see the most important metrics in a simple, yet aesthetially pleasing interface.

Source: Agency Analytics

Scroll down the page to see the names, phone numbers, locations, and download links to review your client's calls:

>/center> Source: Agency Analytics

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