Optimize Your Campaigns by Utilizing Call Tracking Metrics

What are Call Tracking Metrics?

Call tracking metrics include things like number of calls to your business, length of calls, location of calls, and key phrases discussed on calls. They can also include more sophisticated metrics that are of particular interest to marketers, like which keyword, landing page, email or campaign drove a phone call. These metrics enable marketers to measure marketing performance and make powerful optimizations across online and offline channels.

Benefits of Using Call Tracking Metrics

Call tracking metrics provide a valuable layer of data for measuring and optimizing the performance of your marketing campaigns. They provide rich insights that help you optimize, automate, and personalize the entire omni-channel customer experience. This empower marketers to:

  • Track the online to offline customer journey
  • Optimize digital marketing efforts to maximize phone calls
  • Personalize the customer experience based on offline conversations
  • Improve mobile marketing performance
  • Attribute revenue back to phone calls and marketing campaigns

 

Vital Types of Call Tracking Metrics

There are several metrics that reveal the performance of your marketing campaigns and valuable insights about your customers. Here are the top five you should focus on:

  • Call volume: This is a basic call tracking metrics every business should track. The first step to measuring performance is recognizing the amount of calls your marketing campaigns, ads, referral partners, landing pages, even paid search keywords are driving. With the right call tracking solution, you can view call patterns by the hour, day, week, month, and even year. This way you can identify peak hours of call volume and optimize your business to successfully accommodate the high volume.
  • Call length: Long calls do not necessarily mean high quality calls, just as short calls don’t mean poor quality. However, call length is a key metric for giving you insight into the average length of a successful call so you can establish a minimum threshold that can help you identify a successful call. The ideal call duration depends on your unique business case. Some can be as short as 30 seconds or as long as 30 minutes. Knowing the average length of a quality call helps you understand which marketing campaigns are driving the quality calls you want.
  • Call location and time: Unless your business is open 24/7, your most valuable calls are going to happen during business hours within your service area. Knowing the location and times of calls driven from your marketing campaigns helps you optimize your strategy. For example, if you receive a lot of calls when your business is closed, you can adjust your strategy to so that ads and campaigns designed to drive calls don’t appear during off hours. This way you are focusing your budget on the calls that are going to lead to sales. You can also adjust your paid search bidding or ad targeting to exclude areas that don’t fit into your service area so you are only spending time with quality calls.
  • First-time versus repeat call: Understanding if your marketing drives new or repeat callers can help you refine your strategy. For example, if you find that your keywords or ads are driving a majority of customer service calls, instead of new customer calls, you may want to adjust your ad copy or keyword strategy so you’re targeting prospects instead of current customers.
  • Conversions: Capturing calls as a conversion will help you get a better view of your customer journey so you can better optimize your marketing strategy and budget. You can actually track the outcome of each call so you can tie revenue to the inbound calls your marketing is driving, and better understand the customer journey down to the keywords, ads, offers, and more that are driving customers to convert.

 

Call Tracking Metrics Solutions

To help you sort through the options and benefits the various vendors offering call tracking metrics, we’ve outlined four basic categories that will help you know what’s worth it and will actually help drive measurable results.

  • Dynamic website call tracking: Auto-populate your website with session-based phone numbers that capture the activity of your online visitors. Anytime a prospect visits your website and makes a call, you’ll know the keyword, ad, referral source, and other unique parameters that led to the call.
  • Custom call treatment: Set rules to filter and route callers so each caller gets to the right place. Route calls based on time, caller location, phone type, repeat call, caller intent, and any other criteria that makes sense for your business.
  • Conversation analytics: Understand the value and outcome of your inbound calls. Invoca’s conversation intelligence scans each phone conversation for the words or phrases said during the call that signal a conversion, sale, or other significant event.
  • Integrations: Integrate your call tracking metrics with your other analytics, automation and lead management systems. By adding call analytics to your digital dashboard, you’ll have the extra layer of data to accurately measure marketing performance, optimize campaigns, and connect with prospects and customers in more relevant ways.

 

Track Call Metrics with Invoca

Invoca’s technology gives you deep insights into your customers – their behavior, preferences, and omni-channel path to purchase. Rich call metrics give you access to valuable demographic data and put calls in the larger context of the customer journey, so you can see how each phone call contributes to overall revenue.

With call tracking you have the extra data layer you need to make powerful optimizations to your marketing spend and campaigns.

Key Features of Invoca Call Metrics

  • Static call tracking numbers: Put these phone numbers in any online or offline campaign such as content assets, emails, event brochures, paid search ads, and more.
  • Dynamic website call tracking: Auto-populate your website with session-based phone numbers that capture the activity of your online visitors. Anytime a prospect visits your website and makes a call, you’ll know all the online activity that led to the call.
  • Custom call treatment: Set rules to filter and route callers so each caller gets to the right place. Route calls based on time, caller location, phone type, repeat call, caller intent, and any other criteria that makes sense for your business.
  • Conversation analytics: Understand the value and outcome of your inbound calls. Invoca’s call intelligence scans each phone conversation for the words or phrases said during the call that signal a conversion, sale, or other significant event.
  • Integrations: Integrate your call tracking metrics with your other analytics, automation, and lead management systems. By adding call analytics to your digital dashboard, you’ll have the extra layer of data to accurately measure marketing performance, optimize campaigns, and connect with prospects and customers in more relevant ways.

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