Why every marketing agency needs Call Tracking and Form Tracking

Some things just go better together. Salt and pepper. Avocado and toast. Cookies and milk.

When it comes to achieving valuable marketing metrics for your agency clients, two of CallRail’s key tools form a winning combination: Form Tracking and Call Tracking. These two features can be used by agencies to:

  • Uncover sources driving valuable calls and form submissions.
  • Provide clients with multi-touch attribution reporting.
  • Optimize ad spending with automated cost-per-lead reporting.
  • Assess the quality of all call and form leads (and improve their marketing accordingly).
  • Gain a holistic view over their clients’ overall marketing performance.

This post will dig into how your agency can use CallRail’s Form Tracking and Call Tracking to unlock greater marketing ROI for your agency clients.

What is Form Tracking?

Like Call Tracking, Form Tracking works by applying a single universal tracking code to your website page. From then on, all your form submissions and calls will be tracked.

The single line of code is able to capture all data relating to how an individual behaves when browsing your website. As displayed in the image below, Form Tracking can show you everything from a lead’s name, the source that drove them to your site, the keyword they interacted with, and their interactions with your business to date. When Call Tracking is combined with Form Tracking, it takes the phrase “know your customer” to the next level.

What is Form Tracking

Form Tracking’s single line of code sheds light on how forms drive valuable leads.

How Call Tracking and Form Tracking help

Here are five ways that Call Tracking and Form Tracking will help you provide clients with increased visibility, improve their marketing ROI, and build long-lasting relationships.

1. Uncover sources driving valuable calls and form submissions

Imagine you receive an email from one of your clients. Their Facebook ad campaigns are suddenly taking off — they’ve gone from spending a minimal amount of money to regularly spending $4,000 per month on Facebook ads alone. In fact, their Facebook rep recently got in touch, excited at the newfound traction their ads were gaining and encouraging the business to double down on its investment.

But budgets are tight, and they don’t want to take the plunge without confirming these ads have a positive impact on their business.

Their Google Analytics data clearly shows they are indeed gaining a ton of new traffic from Facebook Ads. But when you look at goal conversions, you see that almost none of this new traffic is translating into conversions.

These aren’t the positive results they’re looking for. They’re spending a huge amount more than usual on an ad strategy that’s still not bringing in a steady stream of high-quality leads.

You don’t want to tell your clients to just stop their ads — you also want to give them an alternative strategy to try out instead. This is where powering up Call Tracking with Form Tracking can help.

By looking at the Call and Form Submission report, you would be able to see that the best leads for this theoretical client are actually organic leads from Facebook — not those who clicked through from paid ads.

Digging deeper into the data by analyzing call Transcripts in Call Tracking quickly reveals that any leads that _did _come via ads were generally of such low quality that they were not worth pursuing. Now, you’re able to show your clients precisely why and provide them with strategic advice about directing their marketing toward tactics that produce results.

With inbound strategies producing 54% more leads than outbound methods, this will have a significant impact on your clients’ bottom lines.

2. Provide clients with multi-touch attribution reporting

Think through a purchase you've made recently. More specifically, think about the process you went through — all the way from becoming aware of the product to finally purchasing it.

Customer journeys today are complex, multi-channel, and take place across multiple devices.

Prospects might start their initial discovery process on their phone. They search for a particular service (in this case, let’s imagine they want a cosmetic procedure), and then go directly to your client’s website to do a bit of initial research. A few days later, they call the business to find out more information. Finally, after speaking to one of your client’s sales reps on the phone, they book a consultation.

Example of Customer Journey

In most industries, cross-channel buying journeys are now the norm.

So, how can you help your clients’ prospects make it through this journey as quickly and as seamlessly as possible? And how can you track all their touchpoints to figure out where their buying journey needs to be optimized? Perhaps you need to work out if your client’s landing page is converting or identify whether or not their site is performing as well as it should be on mobile.

By leveraging multi-touch attribution models, marketers can better understand their cross-channel marketing performance, which enables them to better direct marketing spending.

For example, CallRail’s Leads report captures all key lead interactions in one place. You're able to see all important milestones and interactions — regardless of if it was an online form submission or an offline call — and tie these touchpoints back to that unique visitor to gain a clear view of what needs to be optimized and why.

Leads Report

Your Leads report shows an at-a-glance view of how to optimize your clients’ marketing efforts based on customers’ buying journeys.

3. Optimize ad spending with automated cost-per-lead reporting

No company sets out to pour money down the drain on ads. Unfortunately, this is easily done — especially if you lack cost-per-lead reporting capabilities.

Identifying which ads are successful and which aren’t is an issue that’s plagued marketers forever. With CallRail’s cost-per-lead reports, you can pinpoint exactly which aspects of your clients’ marketing mix are working and which are not. This also helps you demonstrate your agency’s ROI, proving that your agency is well worth the expense.

What else can you do with cost-per-lead reporting?

  1. You can use it to provide your clients with quick performance updates.
  2. It can be used to analyze your clients’ paid efforts and to make sure that they’re spending their budget on tactics that tangibly produce high-quality leads.
  3. It’s a great way to take a quick temperature check of your clients’ brand campaigns. If your clients have a strong online presence, then their cost-per-lead should be pretty low. If high, you can recommend certain strategies to help them improve their online visibility, such as investing in SEO.

Optimizing Spend

Instantly spot outliers that need to be improved.

It’s also worth highlighting that these reports — available for customers who have signed up for Form Tracking — also integrate all call data, too, bringing everything together into one single place.

4. Assess the quality of all call and form leads (and improve their marketing accordingly)

Agencies must deliver high-quality leads to their clients. With Call Tracking and Form Tracking, you can dig into each individual call or form submission to check for quality, ensuring that you don’t accidentally pass on any low-quality leads that likely won’t result in conversions. You can also use Call Tracking and Form Tracking to understand where any low-quality leads are coming from. If they all seem to come from the same marketing then it might be worth stopping that strategy (as it’s clearly not paying off).

What’s more, 34% of respondents to a Pipedrive survey stated that prospecting and lead qualification were salespeople’s biggest challenges in 2020. Lead qualification is a time-consuming yet necessary activity — so it’s crucial that you get it right while also minimizing the time spent on it. Fortunately, that’s where Call Tracking and Form Tracking can help.

The benefit: Your clients’ salespeople can spend their time speaking to customers and selling your products and services, rather than spending their days qualifying leads.

Let's refer back to the previous example of a customer requesting a consultation for a cosmetic procedure. If the prospect selects on a form (or when speaking to an agent over the phone) that they want to have a consultation for reconstructive dental work, you could immediately tag this as an opportunity for reconstruction surgery. Once this tag has been applied, the prospect would then automatically be qualified as a high-quality lead.

There are various rules that you can put in place to automate this lead classification and qualification process. We call these Automation Rules.

What are Automation Rules

Key Term Spotting, one of the Automation Rules features, allows you to instantly pick out keywords from all form fills and call transcripts. Any interactions that contain these pre-selected keywords will then be qualified appropriately — saving you a ton of time and energy by rapidly speeding up the qualification process.

By leveraging Automation Rules, you can also customize the way in which you capture information on your lead quality. You can clearly stipulate which keywords and phrases to look and listen for and which indicate that a prospect isn't really all that interested. This will rapidly speed up your feedback loop with clients and ensure that everybody, from your client’s marketing director to the front office staff, is on the same page — they all know what constitutes a high-quality and a low-quality lead.

5. Gain a holistic view over clients’ overall marketing performances

Integrations aren’t just cool, nice-to-have gimmicks. If implemented properly, they can dramatically improve both your own agency’s and your clients’ efficiency, eliminate data silos, and drive improved marketing performance all around. There’s a reason why 92% of marketing agencies are investing more budget, resources, and time into marketing automation integrations.

By working with tools that offer a wide variety of integrations, you can help clients integrate everything they’re doing in one place. They may have external firm forms on another website, or they might be doing some special kind of combination event with a large vendor.

With the CallRail platform, you can integrate everything into their current system. Instead of saying “We'll update you on how our strategies are performing,” you can instead say: “Here's how your entire marketing strategy is working.”


What’s your agency waiting for?

If you’re like most agencies, you want to be a strategic business partner that helps your clients grow and scale. Call Tracking and Form Tracking will provide you with the data that you need to assess your clients’ marketing performances and identify areas for improvement going forward.

To discover the impact these features will have on both your agency and your clients’ businesses, begin your free trial today.