Call tracking statistics in 2025: A guide for data-driven marketers

One of the most important things for your business is understanding how customers connect with your marketing. While digital marketing metrics have become increasingly sophisticated, phone calls remain a vital touchpoint in the customer journey that need to be monitored and analysed effectively.

As businesses adapt to evolving consumer behaviours and technological developments, call tracking has become an essential software for marketers.

The latest call tracking statistics offer key insights into the trends that are shaping marketing strategies going forward. If you want to stay competitive in your sector, you need to know what these statistics show and how you can adapt your marketing efforts to align with the findings.

5 key call tracking statistics for marketers

These statistics highlight the critical role of call tracking in marketing success and how you can expect to see it evolving in the future. This will also suggest direction for how you should refine your strategies to increase conversions.

1. Mobile search will drive a surge in inbound calls

The relationship between mobile search and phone calls will continue to strengthen, especially with voice commands providing seamless search capabilities on Search Engine Results Pages (SERPs). With 64% of users already using Google Business Profile to find company contact details, how you present your details on Google Business Profile will have a significant impact on how easily users convert, so you need to ensure information is up-to-date.

However, tracking these conversions is no longer possible through Google, since they removed call tracking from Business Profiles in July 2024.

This is why you should turn to sophisticated solutions like Mediahawk’s call tracking platform, which easily integrates with Google Business Profile. You can assign static phone numbers to your Google Business Profile to continue receiving vital insights and accurate tracking for all phone calls. You’ll know exactly how your profile contributes to enquiries, which is essential as mobile search becomes more pivotal in driving phone calls.

2. Marketers are increasingly using call tracking to make data-driven decisions

The adoption of call tracking solutions has seen remarkable growth, with Mediahawk’s 2024 report stating that over 50% of marketers are increasing their use of call tracking to make decisions.

Pair this with the fact that the global call tracking software market size is expected to reach $13.3 billion by 2028, and the importance of call tracking in data-driven decision-making becomes limitless.

Marketers need reliable results to make the decisions that matter, and the insights from platforms like Mediahawk allow you to adjust your campaigns in the right way to generate increased conversions and sales.

Some of the key metrics and features that will drive your marketing decisions include:

• Real-time call monitoring and recording capabilities
• Detailed phone call attribution across multiple channels
• Sales Matching features to uncover accurate marketing return on investment (ROI)
• Customisable reporting dashboards for performance analysis

These insights enable you to align your campaigns with the most relevant data and continually adjust your activities as the data shifts with changing consumer behaviours and trends.

3. Companies are focusing on multi-channel attribution to boost marketing ROI

Understanding the complete customer journey has become a top priority for marketers. For instance, B2B customers report an average of ten interaction channels in their buying journey (up from five in 2016).

Complex customer journeys require the right software to effectively track campaign performance across multiple channels, and 70% of multi-channel marketers report that this significantly increases ROI.

Mediahawk’s Parameter Connect bridges the gap between online and offline campaigns with detailed cross-channel reports. You’ll know exactly which activities and channels are driving the most phone calls, allowing you to more effectively track campaign ROI and allocate your budget for better returns.

4. Voice and speech analytics drives deeper customer insights

Voice analytics has emerged as a game-changing technology in call tracking and is redefining how marketers use speech data to adjust their campaigns for increased conversions.

The voice and speech analytics market size is expected to grow to $3.04 billion in 2025 and then up to $5.7 billion in 2029 – at a compound annual growth rate (CAGR) of 17.0%.

Mediahawk’s AI-powered Speech Analytics feature transcribes customer calls and delivers key insights from the phone call conversations, including:

• Identifying important keywords and phrases spoken during the call, such as “I want to buy”, and “I want to make a booking”
• Measuring customer satisfaction levels
• Revealing opportunities and changes in customer behaviour

This AI-powered speech recognition technology provides marketers with real-time, actionable insights on both an individual and macro level.

5. AI and automation can streamline call tracking processes

AI automation has become integral to businesses across all sectors, with 40-65% of professionals stating AI saves them at least an hour per week. It’s expected that 95% of all communications will take place through AI-assisted technologies by 2025, so having the right call tracking platforms in place is crucial.

Mediahawk’s automation features will significantly reduce your business’s manual data entry and boost efficiency for a number of tasks, including:

• Real-time call tracking
• Automatic call categorisation and tagging
• Seamless integration with customer relationship management (CRM) systems
• Automated reporting on campaign performance
• Smart call routing based on source and intent
• AI-generated call summaries at an individual level for each caller, and a macro level across groups and categories of calls

These automated processes not only save time but also ensure that valuable data is captured and used effectively. Your marketing team will be able to focus on strategy rather than manual tasks, and make fast-paced adjustments to your marketing efforts to drive conversions.

Final thoughts

Call tracking continues to evolve as a crucial solution for data-driven marketing, and the statistics highlight the growing importance of connecting online and offline customer interactions.

With platforms like Mediahawk leading the way in innovation, your businesses will have increasingly sophisticated features and metrics to increase phone call conversions from every campaign. As you leverage these insights and technologies, you’ll make more informed decisions, improve customer experiences, and demonstrate clear ROI across all marketing channels.

Request a demo from Mediahawk today to learn more about data-driven marketing with call tracking.