Digital Marketers have gotten tracking online activity like form submissions and web clicks down to a science. With the breadth of data you can pull from customizable dashboards, countless marketing technology tools, and even free options like Google Analytics that can show you everything from first touch to final conversion, you might feel confident in your lead attribution strategy. But what happens when you’ve done all the work to track online activity and your potential customer decides to pick up the phone? With an action as simple as tapping a ‘click-to-call’ link, you lose all your data and the ability to tie offline conversions back to the activity that drove them.

Why You Should Care about Inbound Calls

You may think phone calls are an outdated way of tracking the performance of your marketing campaigns, but the opposite is true. Consumers are conducting searches more and more from their mobile devices to immediately connect with a representative, which explains the recent influx of inbound calls to businesses. Even with all the recent talk and research on the importance of tracking not just clicks, but also calls, many marketers are still focused on solely tracking and generating leads from digital interactions. There’s no question that these interactions are valuable, but inbound calls are an indispensable aspect of that strategy as well.

Here are five pieces of research that prove that your customers value voice: 

  1. A recent Consumer Report Survey found that 9 out 10 people said their biggest gripe is not getting a human on the phone when they call.
  2. Google research found that 70% of mobile searchers have used click-to-call to connect with a business directly from the search engine results page.
  3. 57% of mobile searchers who use click-to-call to connect with a businesses called because they wanted to talk to a real person.
  4. In 2013, 30 billion phone calls were made to businesses from mobile search alone. The number of inbound phone calls driven by mobile search is expected to rise by more than twice that amount by 2018, with calls projected to reach an astounding 73 billion.
  5. Our own data shows that inbound phone calls have been consistently up for businesses, showing a 19% rise in call volume year over year for the second quarter of 2015.

Now that you know why you need call tracking, the question is how to get started. If you’re apprehensive to start learning the ins and outs of another marketing tool, there are call tracking options that not only allow you to get started quickly, but also easily integrate with the CRMs and marketing automation software you’re already using.

You’re already doing so much work to track all of your leads – leave no stone unturned. Meet your customers where they already are, on the phone, by filling in the gaps in your lead attribution strategy.