Even if you are offering the best products/services on the market, your business success pretty much depends on good promotion. What advertising campaigns do you run? We are sure that you are trying to advertise your items across a variety of channels. That is the reason why it is so important to track the efficiency of your promotion. And this article will tell you about the benefits of call tracking. Let’s start with the basis aka definition.
What is call tracking?
The cool thing about call tracking software is that it records information about the incoming telephone calls, that is works as a phone call tracker software. In some regions call tracking and recording software records even conversations.
Furthermore, call tracking is a technology enabling the pay per call, pay per minute or pay per lead business model. This allows to associating the phone calls tracking with performance-based advertising like Google AdWords, SEO Services, Display and Electronic Direct Marketing and provides additional analytical information about the phone calls themselves.
In other words, call tracking is a method of advertising and/or staff performance review. It gives you the technological possibility to measure the callers’ behavior and is, therefore, the telephony equivalent to the conversion tracking used on the Internet. Both procedures offer the opportunity to assign a customer response to a specific advertising medium via different channels.
How can you benefit from Call Tracking? [Awesome Call Tracking metrics recap]
What can you record with Call Tracking?
- You can record the digital marketing source of the call: whether it’s Pay per click, Organic search, referral traffic, etc.
- You will be able to track the caller’s number
- If it’s available, you will get to know the geographical location of a caller
- Call tracking software will record the time distribution of incoming calls
- It will record the phone call as well
What do you need this information for? Real-life situations.
How does call tracking work? For instance, you can use it to generate the following reports:
- If a database of names, addresses, and numbers is available, you can collect caller names and addresses
- You can also compile postal code summary
- You can get a report of missed calls and call back to your prospectives later
- You can make up call hourly, daily, etc., summaries
- You will have the details of repeat and unique callers
- You will get the analysis of calls frequency by city and area code (if available)
The takeaway is that a call tracking application helps you monitor the effectiveness of your advertising campaigns by comparing before and after tracking reports.
BTW, call tracking is available for all types of incoming PSTN and VoIP telephone lines.
How to set up a call tracking? Step-by-step guide
Now you know how does call tracking work. Would you like to know more about how to track a phone call? Are you ready to set up a keyword call tracking but don’t know how to do this? Just read on and we will give you clear instructions.
Well, at AVA we use the CallTrackingMetrics. So, we will use the service as an example.
1. First of all, you need to create an account on CallTrackingMetrics. The step is super simple, so we won’t pay too much time explaining obvious things.
2. Now you need to add the call tracking code on your site. We did this via the GTM (Google Tag Manager).
The process includes 7 simple steps.
- Log in to your Tag Manager.
- Select New Tag.
- Name your tag. Use something easily recognizable.
- Select Custom HTML.
- Copy and paste your account’s tracking code in the box.
- It is recommended to set the script to fire on all pages or select specific pages if you don’t want your numbers to swap on certain pages.
- Select Create Tag.
Here’s how it looks on our site:
You need to enter the call tracking account and copy the code.
Then enter the GMT account and paste it:
3. Next, you need to buy the telephone number for tracking, though, it’s sooner the call tracking tuning than its installation step.
Ok, let’s buy the number:
After getting the number, go to the Tracking Numbers section, where you can assign a certain channel (source) to each number.
4. Now you need to integrate the CallTrackingMetrics with Google Analytics and Google Adwords. Here’s how to do that:
Integration with Google Analytics. Why is it important?
This integration allows tracking calls from Visitors to your Landing Pages/Website as “Events” in Analytics. You will be able to view your calls right in Google Analytics and analyze them together with your website data. CallTrackingMetrics sends all inbound calls, inbound texts and FormReactor® submissions into Google Analytics as “Events” with the Website Visitor detail attached. Connecting Google Analytics to Google AdWords creates a smooth data flow, connecting the exact “Paid Click” to the unique caller.
Inside Analytics, you can set up “Goals” around “Call Events”, which and can be customized in a variety of ways.
For instance, you can create a goal for:
- Organic Traffic
- First-time Caller(s)
- Total Talk Time of over 120 Seconds
- Google AdWords Visitors
- Site Visits over 30 Seconds
You can import these Goal Completions into Google AdWords as a “Clicked Conversion” and improve your overall conversion rates.
Google AdWords will only allow calls to be imported as a Conversion that can be tracked back to a “Paid Click.” Please note that it takes up to 5 business days from the time your goals start completing in Analytics for the “Import from Google Analytics” option to appear in your AdWords account.
You should complete the following items before setting up your Google Analytics Integration:
- Purchase Tracking Number(s) & associate them with the Tracking Source of Google AdWords
- Place CallTrackingMetrics tracking code in the header of landing page(s)
- Make sure Google Analytics tracking code is on the landing page(s)
- Make sure you have administrative access to the UA (Universal Analytics) property that’s related to the landing page(s)
- Google Analytics must be linked to Google AdWords
- Google AdWords must have auto-tagging turned on
Connecting CallTrackingMetrics and Google Analytics
- Go to Settings → Integrations.
- Select Google Analytics.
- Click the “Link your Analytics Account” button.
- Log into the Gmail account that has access to the Google Analytics property you’d like to connect to CallTrackingMetrics in a separate browser.
- Sign in to your Google account and allow CallTrackingMetrics access the “Users UA Properties”.
- Select the site you wish to track from the drop-down menu under Site Tracking.
- Once a pick has been made, click the “Use Selected Profile” button.
- Customize the information to report using the toggle options according to your requirements under the Google Events section.
- Save your changes.
Now you have come to the point where all your inbound call and form data will report as Events inside of Google Analytics.
Google AdWords Integration for Click to Call
What will this integration do? It will track calls to your click to call ads and call extensions back to the keyword and ad that led to the call. How will this information be displayed? You will see it in AdWords as phone conversions, which means you are not just optimizing around people who clicked on the ads, but also multiple mobile and desktop searchers who called from the click to call ad or extensions.
The following actions must be completed before setting up your Google AdWords Integration:
- Tracking Number & Tracking Source for Ad extension (must be offline source)
- CTM call extension script from the Google AdWords integration page
- Make sure you have access to Google AdWords.
- Make sure you have the authority to authorize scripts inside of Google AdWords.
- Make sure you are using Google call forwarding numbers
How to connect CallTrackingMetrics and Google AdWords
- Go to Settings → Integrations.
- Select Google AdWords.
- Associate any Offsite Tracking Sources that you want to track under “Linked Tracking Source” section.
- Save your changes.
- Once the tracking sources are activated, scroll to the “AdWords Script” at the bottom of the page.
- Copy the script.
- Log into your Google AdWords account.
- Go to Bulk Options → Scripts.
- Select “New Script“.
- Name your script easy to identify.
- Select All and Paste the CTM Script.
- Authorize the Script.
- Select “Run Script Now and Close“.
- Create a Schedule for the script to run hourly.
- Set your “Ad Extensions” and “Call Only Ads” to use Google Reporting.
- Click “Save“.
How to set up goals in Google Analytics
Have you linked your account to Analytics and received some event data? Great, now you will find the events for each call showing up in Google Analytics right under the “Content” section within “Events.”
The call data in the event form available in Google Analytics is structured as follows: Category/Action/Label/Value in the following way:
In order to set up goals that will match your call events, you would need to do the following in GA:
- Go to admin
- Go to the goals area
- Click the “add a goal” button
- Select Custom then press continue in section 1
- Give the goal some recognizable name (like “Google AdWords Calls”) in section 2
- Configure the goal details in section 3
Name: can be absolutely anything you wish.
Type: choose Event
The Next step:
Category: Type Calls as that is how the software identifies their call events they send to GA.
Action: In the example above, we set the goal to track calls from the “Google Organic” source in the “action” section.
Leave this action field blank if you want to include all calls or set up a goal for each source you are tracking by putting each source in the action field.
Label: Leave the label field blank unless you want the goal to be completed only for a first call or a repeat call. “first-call” is an awesome label to enter here because it will ensure that the goal only completes when the caller dials your number for the first time, and not over and over again if that caller calls back repeatedly. Please note that it must be entered exactly this way: regular expression = first-call
Value: The value field enables you to count only the calls that last a certain number of seconds as a goal. For instance, you can track only the calls that last over 60 seconds as a goal or set any goal value you want.
The event value can be used as the goal value for the conversion. Turn it on if you want a value to be imported into Google for the goal completion. If you turn it on and leave the monetary field blank, then the value will equal the length of the call’s seconds. If you put a value in the monetary field, that will be the value of each call.
When your goals are set up in Analytics, you can go into Adwords and choose to have those goal completions imported automatically as conversions.
Call tracking set up in Google AdWords
The software’s integration with Google AdWords allows you to track each call to your call-only ads and call extensions back to the exact keyword, adgroup, and campaign that encouraged the call.
Complete the steps below and have AdWords data associated with your ad extension and call-only calls. This will let you see the keyword data, campaign, and adgroup data for each call within CallTrackingMetrics’ call log and call reports.
Steps of integration:
1. Assign a tracking number to the tracking source “Ad Extension” in CTM. Need to track multiple extensions? Then purchase multiple tracking numbers. All of them should be associated with the same Ad Extension source.
2. Add the Ad Extension tracking number as a call extension in Google Adwords.
3. Set your call extension to use Call reporting and save.
4. Navigate to bulk operations and select Scripts in Google AdWords.
5. Click the red button (“+SCRIPT”) to add a new script.
6. Copy the script from CTM (find it this way Settings → Integrations → Google AdWords) into the code section in AdWords. Name your script “CTM Call Reporting.”
7. Authorize the script to run.
8. Save and click Close.
9. Add a schedule from the list of scripts. Set it up to run hourly
That’s it. Congrats! The call tracking setup is finished. Now you can track what keyword, online PPC ad, and campaign led to the call. That is, what advertising works for your best of all.
Do you track your phone calls? What kind of phone call tracking software do you use? Why did you choose namely this software? Do you believe in call tracking benefits for your advertising campaigns? Maybe you have any questions as to call tracking set up? Please don’t be shy to shoot them my way.