Integrate call tracking for improved campaign insight
Written by Natalia Selby
Do you struggle to measure marketing performance? What you’re doing right and – maybe more importantly – what you’re doing wrong?
A wide range of analytics tools are available to track marketing performance and ROI. When it comes to measuring customer response accurately, however, gaps still remain.
A think with Google study shows that that more than 40 million phone calls are driven by Google ads each month, yet very few businesses track incoming telephone calls and integrate that data into their performance reports.
Measure campaign performance and set key metrics
Be clear about what you want to achieve in your campaigns. Is it increased website visits, enquiries or brand awareness? Whatever it is, make sure you have a way of measuring how effective your ad was and of comparing its cost to other ways of generating the same result. If you find response hard to measure, you should ask yourself why you are doing it.
Real-life success story
One of our financial services clients implemented call tracking and discovered that one particular page of their website generated 62% of their total telephone response. This analysis suggested that the majority of their content and advertising was not delivering a return on investment, leading them to re-evaluate their messaging.
Accurately measuring your campaign performance means you need to take into account every single method of response. Yes, this includes the phone. Traditionally, it has always been considered difficult, if not impossible, to tie offline response back to a particular marketing campaign or advertisement. By using unique telephone numbers to each piece of marketing, the process is easy.
The same applies to your website. Visitor call tracking works by assigning a unique telephone number to each website visitor, and the software captures their journey around your site. This enables you to see how they arrived at your site (search engine, PPC, online referral, etc), the path they took on your site, what page prompted a phone call, what they did before leaving and whether they came back.
Understanding your precise ROI enables you to evaluate campaign performance more thoroughly and provides you with the knowledge to structure your campaigns more effectively, allowing you to achieve your business objectives.
