Use call tracking to improve marketing performance

Category: Call tracking

Mobile search is predicted to generate 73 billion calls to businesses in 2018, according to BIA/Kelsey. What’s more, they state that 61% of companies rate inbound phone calls as an “excellent” source of leads – more so than any other.

It’s simple: phone calls = revenue.

With more investment going into driving these valuable inbound leads, you need to eliminate any blind spots that you may have in your response analysis.

Call tracking provides you with the means to track your marketing response; from one specific marketing initiative, the individual keywords your customers use, to what channels drive conversions both online and offline. Call tracking gives you the complete picture.

Time for a call tracking MOT?

You might have used call tracking for a while and things are ticking along nicely. You might also be looking for a way to improve your marketing response and conversion rates, so are considering implementing it.

We talk to hundreds of marketers about their advertising campaigns and response, and we always try to get under the bonnet of their marketing activity. We understand exactly what the pain points are and we provide the means to overcome these.

To save you from a breakdown, I’ve pulled together a list of some of the features within Mediahawk that may have gone under your radar. These features – if you’re not already using them – will help improve the way you optimise your marketing to reduce advertising spend and improve your ROI.

Attribute revenue to marketing spend

If you don’t know where your sales are coming from, then how do you know which marketing activity to focus on – and where to pull the plug? Mediahawk offers you a number of ways to attribute your sales:

  • In-call Attribution – the most accurate way of attributing calls. The call reference of every inbound call can be captured and sent directly to your system before the call is answered, along with all the source information from Mediahawk.
  • Post-call Attribution – before hanging up, your call handlers can use the keypad to categorise and assign a value to the call
  • Track Sales – this feature allows you to upload a CSV file of sales data from your CRM system into Mediahawk. The system then appends source information to the sales data and outputs a spreadsheet that you can analyse.

Integrations with your existing tools

Call insight can integrate seamlessly into your existing tools and software. We have developed custom integrations for platforms such as:

  • Google Analytics and AdWords
  • Marin Software
  • HubSpot
  • Optimizely

Our comprehensive API enables you to build and customise your own integrations.

Tag your ads for improved insight

Track response for each of your campaigns across all channels quickly with ad tagging. You can apply your own tags to each medium and this allows you to segment response however you want to. This feature is particularly useful for multi-channel campaigns where you want to see which channel generated the best response.

Secondary dimensions

If you’re familiar with Google Analytics, you’ll already know that this nifty little feature provides you with a powerful means to analyse your reports in different ways.

Mediahawk has the same feature, allowing you to pivot your reports. Used in conjunction with Ad Tagging, for example, you can segment your reports quickly and easily.

Missed call alerts

Missed call alerts are a neat little feature that are, sadly, often overlooked. Alert notifications are emailed to you when your business has missed a call – or the line has been engaged. These alerts effectively turn unknown callers into sales. Mediahawk captures the caller’s number, enabling you to return the call.

Link calls to keyword searches

With more searches being made on mobile devices than on desktop, and an increase in calls from mobile marketing, it’s critical that you understand which keywords are driving people to call.

The ideal way to do this is to use dynamic phone numbers on your website. This allows you to capture the keyword for PPC visits. By tagging your ads, you can get really granular, with information such as the ad group, ad position, creative and device used. Vision also provides you with the full visitor journey on your website, including the pages viewed, calls made, and more.

First / Last click report

Most analytics tools typically use the last click attribution model. This isn’t necessarily the best way to see how your marketing is performing. This report allows you to accurately assess how your channels are performing by analysing whether calls convert better on the first or last click.

If you’d like more information about any of the features listed here, get in touch with our Client Services team who will be happy to help you.

About the author - Natalia Selby

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

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