Mark Sullivan

Mark Sullivan is director of demand generation for CallRail. He has worked previously on the SEO product at Yodle and later founded Vasolo, a consultancy focused on growth marketing. He speaks and writes frequently about lead tracking, advertising attribution, SEO, marketing technology, and call analytics. He's pretty responsive if you reach out to him on Twitter @mpsulli.

by Mark Sullivan  May 12, 2019

Call Tracking for Franchises and Multi-location Businesses

Often here at CallRail, we’re asked about the best way to implement call tracking for multi-location businesses and franchises.  I decided to write this guide on how to make call tracking work for exactly these types of businesses. While I’ll refer to franchise businesses throughout the guide, it’s important to note that the guide applies…

by Mark Sullivan  Jan 10, 2019

What is multi-touch attribution?

What is multi-touch attribution? Multi-touch attribution is the process of tracking and assigning fractional credit to marketing touchpoints along the path to conversion. Unlike multi-channel reporting, multi-touch attribution reporting is not limited to reporting on a single dimension and can encompass several dimensions, such as channel (e.g. source, medium, campaign), content (e.g. landing pages, offer…

by Mark Sullivan  Mar 7, 2018

Local SEO, DNI, & NAP Consistency: An Advanced Guide

Over the past several years, I’ve answered hundreds of questions, written several guides, and given multiple presentations on how to harness the benefits of call tracking and analytics for local SEO campaigns without interfering with one of the most critical ranking factors, NAP (Name, Address, Phone number) consistency. Today I’d like to dive into the…

by Mark Sullivan  Apr 27, 2017

Local SEO DNI Impact Study

CallRail is looking for a company with multiple business locations interested in implementing keyword-level tracking with Dynamic Number Insertion (DNI) for each business location to participate in a professional study of DNI impact on Local SEO. We have partnered with renowned local search experts at Local SEO Guide, Andrew Shotland and Dan Leibson, to conduct…

by Mark Sullivan  Mar 16, 2017

Google Algo and Ads Changes to Watch in 2017

Google Ads (formerly AdWords) and Algorithm Changes to Watch in 2017 By some reports, Google controls nearly two-thirds of the organic search industry. This means that two-thirds of consumers trust Google to help them find a restaurant nearby or the best lawn mower or a pet groomer. If you are not paying attention to the…

by Mark Sullivan  Feb 2, 2017

What is a main line tracking number?

A main line tracking number is a phone number used with software to track, record, and analyze phone calls to a business’s main line. It is primarily used by location-based businesses but can be used with any business’s main line telephone number. Business phone numbers have traditionally been provided by a local service provider that…

by Mark Sullivan  Jan 10, 2017

Google Ads update to phone numbers in ads that show a business location

Thursday afternoon we began receiving word of an email announcement from Google Ads (formerly AdWords) indicating that the phone numbers for location based ads on Google could be overridden by the phone number in the business’s Google My Business (GMB) listing. After looking into this more and confirming with a contact at Google, it looks…

by Mark Sullivan  Dec 6, 2016

How to Track Website Call Conversions

Your website is the face of your business. Oftentimes, it’s the first stop on a lead’s journey before they decide to convert. Some business websites give visitors the option to fill out online forms to schedule appointments or request more information. Others, like ecommerce sites, allow visitors to make purchases online. Digital tools like Google…

by Mark Sullivan  Nov 17, 2016

Phone number ownership and the $800 porting fee

Who owns your tracking phone number? Knowing you’ll always be able to receive calls to your business is something most of us take for granted. However, if you’re planning on using call tracking phone numbers in your marketing efforts, you will want to know who owns the phone numbers you’re using. After all, you’re going to…

by Mark Sullivan  Jun 21, 2016

Track Calls and Texts as Conversions in Unbounce

Our team recently developed an integration with Unbounce, the highly reviewed landing page builder from our friends in Vancouver. After requests from several customers and from around the web, we’re excited to share this integration with our customers and Unbounce’s customers. Let’s dive into it. What is Unbounce? Unbounce is a landing page builder for…

by Mark Sullivan  Jun 3, 2016

Moz & CallRail: How local SEO experts onboard clients [Webinar]

In our recent webinar, “How Local SEO Experts Onboard Clients” we shared real life examples of how Local SEO experts set their client’s up for success. Big thanks to Moz Local’s George Freitag for sharing his insights. Here’s the recording of the webinar. We were pretty impressed by the amount of engagement we received during the…

by Mark Sullivan  Dec 7, 2015

Ease of Local Listing Verification with an Organic Call Tracking Number

A few weeks ago while responding to questions regarding a recent post I wrote for Whitespark’s blog on phone number porting I was reminded of one of the lesser known benefits of using an organic call tracking number for local SEO–ease of local listing verification. (For those of you who aren’t familiar, I always recommend…

by Mark Sullivan  Nov 17, 2015

New and Improved Zapier Integration

Today I’m excited to announce significant upgrades to our existing Zapier integration. From the very beginning we knew that building a connection to Zapier was important to our customers, although we had no idea it would become one of our most used integrations. We see our Zapier integration as an important part of making our…

by Mark Sullivan  Oct 26, 2015

CallRail Direct Connect Integration with Marketo

Today I’m going to spend some time going over our newest Marketing Automation integration: Marketo. The CallRail Direct Connect Integration with Marketo was born out of our need here at CallRail for a robust marketing automation platform that could track all the ways our prospects interact with our company prior to becoming a customer. We…

by Mark Sullivan  Sep 9, 2015

CallRail’s Integration with Bid Management Platform Acquisio

After quite a bit of customer requests, marketing agency requests, and development work we’re thrilled to announce our integration with Acquisio. This is the first official CallRail integration with a bid management platform. Below is a bit more about Acquisio, the CallRail integration, and how it aims to make your life easier as a marketer.…

by Mark Sullivan  Aug 27, 2015

CallRail’s Real Time Messaging Integration with Slack

We’re always looking to integrate with popular software that we use on a regular basis, which is the case with the real time messaging application, Slack. Our Slack integration brings data from CallRail about calls, text messages, and for submissions right into Slack. It’s quickly becoming one of our most popular integrations here at CallRail. Get…

by Mark Sullivan  Jul 14, 2015

Simple Set Up & Powerful Call Tracking: CallRail’s WordPress Integration

We’ve had a custom integration with WordPress for years, but many people don’t know exactly how it works. I decided to revisit one of our most popular integrations to provide an overview for those of you that may be looking into using WordPress and CallRail. What is WordPress? WordPress is the most popular Content Management…

by Mark Sullivan  Jul 6, 2015

Analyze Each Caller’s Website Experience with CallRail’s FullStory Integration

Updated May 17, 2017: When we recently introduced Lead Center, we made the decision to discontinue CallRail’s FullStory integration for the time being. Our Product Team is exploring other ways we can reintroduce this data, as we know some of our users found the concept valuable. If you have any further questions or suggestions please…

by Mark Sullivan  Jun 9, 2015

[Webinar] Call Tracking for Franchises & Multi-Location Businesses

Often here at CallRail we’re asked about the best way to implement call tracking for multi-location businesses and franchises. That’s why we decided to write this guide on how to make call tracking work for exactly these types of businesses, and why we’re taking the time to answer your questions in our latest webinar. Attendees will learn: Why…

by Mark Sullivan  Jun 5, 2015

Recap of Street Fight Summit West 2015 – #SFSW15

Earlier this week I was able to attend Street Fight Summit West in San Francisco. Coming off the heels of Google’s I/O last week just down the street, #SFSW15 had some big shoes to fill and it didn’t fail to impress this year. The content this time around was the best of any conference I’ve attended…

by Mark Sullivan  May 15, 2015

12 Questions You Must Ask before You Hire a Call Tracking Vendor

Call tracking is a crucial part of your marketing efforts because it can allow you to figure out what’s working—and worth the money—and what’s not. But in order for it to be effective, you have to make sure the call tracking software is comprehensive enough to track all your campaigns and agile enough to respond…

by Mark Sullivan  Apr 3, 2015

Google Ads Phone Number Verification: Good for all, including Call Tracking

New Phone Verification for Google Ads (formerly AdWords) Call Extension Yesterday Google announced that all advertisers using Ads call extensions and location extensions would need to verify phone number ownership beginning June 2015. The exact wording of the announcement is as follows: Starting in June 2015, we’ll begin requiring verification of ownership for all call…

by Mark Sullivan  Mar 12, 2015

Why Coca-Cola is Replacing Voicemail

Texting Is Finally Making Inroads Into the Corporate World Recently Coca-Cola CIO Ed Steinike announced that the company would be ditching its office voicemail “to simplify the way we work and increase productivity.” While many of us with smartphones have been opting to text over leaving a voicemail for years, this is one of the…

by Mark Sullivan  Mar 9, 2015

The Blind Spot in Your Analytics: The Phone Call

Have you noticed your company’s phone ringing more often over the past year? The Increased usage of smartphones has resulted in a rise in inbound calls. In fact, inbound calls for small and midsize companies increased by 24 percent in 2014. In an age where two-thirds of Americans carry a smartphone your business telephone is no…

by Mark Sullivan  Jan 5, 2015

Call Tracking: The Key to Conversion Optimization

Growth of technologies that track phone calls, along with Google’s announcement into the arena, is causing several major changes in the world of search engine marketing. Systems that measure inbound phone calls, are an old technology undergoing a major renaissance. The meteoric rise of the smartphone, the ever-mobile customer, and click-to-call are creating a surge…