How To Get More Out Of Google Analytics Using Call Tracking Software

Odds are you’ve got Google Analytics bookmarked, and you’re logging in on the regular. You have your dashboards and custom reports dialed in so you can meticulously track and measure every part of your customers’ experience with your website.

But your customers aren’t strictly digital. Thanks to the rise of mobile, 90% of consumers are moving between multiple devices to accomplish their goals. And many of those consumers are jumping offline. In fact, BIA/Kelsey predicts calls to businesses from smartphones will reach 162 billion by 2019. If you’re only looking at your customers through a digital lens, you’re missing a big part of the picture, and that can be dangerous.

It’s time to beef up your Google Analytics game with call intelligence. Call intelligence gives you a whole new offline layer of data so when your web visitors pick up the phone, you’ll be able to connect the dots.

See website and call data together in Google Universal Analytics.

When you integrate call intelligence with Google Analytics you can view call data in real time alongside your web analytics. You’ll be able to see how callers got to your website, how they interacted with it once they got there, and finally what happened over the phone. By integrating call intelligence with your Google Universal Analytics, you can capture data such as:

• Peak days and times for call volume
• Top web pages driving phone calls
• Marketing campaigns driving calls
• PPC keywords driving calls
• Callers’ geographic locations
• Call duration
• Repeat vs new call
• Keypresses

This information can be accessed in event or goal reports and can also easily be pulled into a custom dashboard (as shown above). It works much the same way as your web analytics. This snapshot gives you an overview of how people are interacting with your website before making a call.

What can you do with call intelligence?

Invoca for Google Analytics integrates call intelligence with your web analytics so you can see clicks and calls, all in one place. This kind of insight gives you the ability to better understand your customers, marketing performance, and ROI in so many new ways. Here are a few examples of what you can do with this new layer of data:

• Measure true paid search keyword ROI
• Improve geo-location ad targeting by seeing which regions refer high-quality calls
• Identify opportunities to increase call volume from top landing pages
• Optimize based on how customers are interacting with your site

Those are just a few examples. In an increasingly omnichannel world, it’s more important than ever to get a singular view of the entire path to purchase so you can better optimize your campaigns, strategy, and budget.

Get started in 4 easy steps.

Setting up Invoca for Google Analytics  is simple. Here’s a summary of how to get started.

1. Set up event tracking for phone calls. Just the way you set up events to track things like a button click or form fill, you can set an event to capture when someone makes a phone call. You can take it a step further by then setting up a goal to capture these phone calls and use filters such as call duration to make sure your calls goal is only counting high-quality phone calls.

2. Identify what caller data you want to capture. Call intelligence captures rich information about a caller’s online engagement and about the call itself. Decide which data points are relevant to you. Do you want to see new vs.repeat calls? Do you want to see the webpage where the call originated from? Do you want to see the caller’s geographic location? Once you figure out what data you want, simply create custom dimensions in Google Analytics and all the information will automatically be captured and pushed to your Google Analytics account.

3. Don’t forget UTM parameters. If you’re using Google Analytics, you’re probably already familiar with UTM or Value Track parameters. These are tracking parameters added to the end of a URL so you can capture things like where a web visitor came from or what campaign they’ve interacted with. These same parameters can be attached to your phone calls so you can understand what sources, content, campaigns, and keywords are driving your most valuable phone calls.

4. Set up your call campaign in Invoca. The Invoca for Google Universal Analytics integration will push call data to Google Analytics in real-time. In Invoca, make sure to include all of the details you need to be able to push data into Google Analytics including Google Client ID, custom dimensions, and any UTM parameters you want to track. Then you simply add a snippet of code to your website, and you are ready to go.

Are you ready to make smarter decisions and more powerful optimizations using Invoca for Google Analytics? You can learn more about Invoca for Google Analytics, here.