How to integrate call tracking data and improve the quality of your leads

Category: Technology and integrations
Do you know where your inbound leads are coming from? It still surprises us how little some businesses know about how their incoming leads are generated. A lot of companies we speak to are amazed at how call tracking enables them to link inbound phone calls back to specific marketing actions.

Capturing and using your data

What information do you capture with your inbound enquiries? Name, company, email, phone number? All fairly standard fields.

How about the keyword, marketing source, or the page the visitor was on when they contacted you? Now we’re talking.

This valuable and incredibly detailed information will help you figure out what marketing activities are generating the most valuable leads for your company. Using the insights that call tracking provides allows you to identify your best performing channels, and ensure that your budget is being spent in the right way.

Relevant data, in one place

Every business uses data in different ways. Our call tracking software makes it easy to access your call data in a CSV (Comma Separated Values) file. One of the benefits of exporting your data in this way is the ease in which you can then use it. It can easily be edited, imported directly into your CRM or marketing automation solution, or even viewed, saved and used as an Excel file.

You have complete control over the data that appears in your CSV file. There are over 30 fields of information that can be exported, including: keyword, source, date, time, call length and campaign. You can also specify how often you want to receive the data: hourly, daily or monthly. Our software sends the file containing the selected data at the specified intervals to an FTP (File Transfer Protocol) area of your choosing.

Setting Up Your Export

On the left hand navigation, go to Integrate and select FTP Export. To get the feed working, click Enable FTP Export and choose the frequency that you would like the feed to run: hourly, daily or monthly:

In the FTP Details section enter the FTP host, username and password:

In Field Selection, select the fields that you would like to see in the CSV file:

Finally, in Reference Selection, select from the list of telephone numbers / vision campaigns that you would like to receive call data for:

You’ll start to receive CSV files with the relevant data at the next scheduled interval.

The advantage of exporting data to a CSV file is that many applications use CSV as a universal file format to store and exchange data. By simply exporting this file with information about your leads, source, keyword, date and time of the call, you can work with it however you need to.

Analysing your data

Every piece of information you collect allows you to understand your marketing response that much better. As you start to analyse the granular data that call tracking provides, you can improve your approach and bring in more targeted leads.

About the author - Natalia Selby

Marketing Executive at Mediahawk, with 20 years experience in analytics and content management.