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Tracking calls for better marketing

Tracking calls for better marketing

For most businesses, tracking calls is vital for measuring your online activity. Good data is often overwhelmed by volume and the number of things that we can do with it. Calls with customers is one of the greatest sources of conversions. This data is not often used effectively. Marketing starts with understanding customers. A marketer job is to gather every data point, understand the customer and businesses needs, then clearly communicate these insights with the rest of business and to devise an effect use of resources to drive customer acquisition.

Finding valuable insights in our customer data

In the digital age, modern marketers must continually search for further sources of customer data. Consumers embrace new technologies and as new measurements and analytics tools emerge. There is now more data available than ever before. When we have enough data, start to identify patterns and natural groupings.

The best consumer insights come from listening to actual calls

A great deal of insight comes from actually hearing the calls, however external advertising agencies cannot do this. As a general guide we can learn a lot from the search query and the call length.

If seeing or hearing the customer in person is not an option, we would compare call mentrics and store visits with ecommerce data from online purchases.

Strategies for using call data to make marketing more effective

Enabling cross-device conversion tracking is important. Google Analytics provides some tools, and a ‘free’ call tracking feature. But by itself Google is limited in tracking calls. In general there are several things we can measure. They are messages (using a message extension to a mobile number), phone calls directly from clicking the ad (on mobiles only), and phone calls made from a forwarding number on the website.  The last option is free. But Google will not show the forwarding number on every visit. This last option also works if the call is made from a landline after viewing on desktop or a tablet.

No calls are tracked from Shopping ads. If the customer clicks through from a shopping ad, the forwarding number will not show.

And it will not always show even when the user comes from a text ad.

Because of this specialised call tracking software that reliably works is very popular, but it is quite expensive.

If you are using the free option, you need to know that your tracked calls will be a large underestimate of the total calls created from Google ads.

With that in mind, you can segment your conversion reports.

Analysing Call Traffic Using Google

You can in Google Ads measure individually your Calls from Website and Calls from Ads using columns options. This way you can find out what ads and keywords are generating call traffic.

You can also create conversions for the two call types. Once you have created these conversions, you can create custom columns to split out your conversions. For example, you would have columns for Calls from Ads, Calls from Websites, and Contact Us submissions, Transactions etc. You can also specify how long the phone call should last before counting as a conversion.

To know more about the tracking calls for better marketing contact us now.

 

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