If your agency is using a simple call tracking solution – such as the one offered by Google – you’re limited to basic insights like the time a lead called and which tracking number they used. But if you’re serious about optimizing your call-based marketing campaigns for your clients, and want to fill in lead intelligence gaps, you’ll need to power up your call tracking with a more sophisticated platform such as CallRail.
Instead of looking through a peephole, you’ll be opening the door to the full journey of your clients’ customers. By aligning simple and accessible tools and features, you can:
- Ensure you’re tracking the marketing sources driving the most calls.
- Learn how Google Ads are helping with conversions.
- Find out which web pages customers visited before and after they called.
- Optimize landing pages to get more visitors and better leads.
- Discover which search terms are worth the investment.
Here are some of the ways CallRail can fill in the missing data in your marketing efforts for clients.
Get granular with website lead data
With basic call tracking – also referred to as source-level tracking – your client’s website likely has one tracking number featured, or potentially even one tracking number per landing page. When a lead calls one of those tracking numbers, their source is documented as “website” – which is a good piece of information, but unfortunately lacks any context around what brought that lead to the client’s site in the first place or what they did on the site before and after calling.
CallRail’s website visitor tracking gives you that added visibility. If a potential customer visits your client’s website multiple times or views several pages before finally calling, you’ll get the full customer timeline – rather than simply the page they were on when they picked up the phone.
Just as important, with website visitor tracking you’ll be able to see what brought leads to your client’s site in the first place – whether it was Google Ads, an organic search (CallRail can even show the search terms!), or a referring website such as Zillow or Angi. These insights help you understand how well ads or campaigns are performing and where to focus spending.
The way CallRail achieves this is through Dynamic Number Insertion, or DNI for short. DNI uses an easy-to-install pixel on your client’s site to swap numbers dynamically depending on which marketing source drove a visitor to the site. Without DNI, you and your clients would only be able to know whether a lead called the tracking number assigned to the website — not any additional data about where they came from or which pages they viewed.
Website visitor tracking is included with CallRail’s Call + Form Tracking plan. Visitor tracking shows you which ads, campaigns, and search terms are driving the best leads to your clients’ websites and ultimately prompting them to call.
Unify lead info for better context
Bring all of a client’s lead data into one timeline with CallRail’s Form Tracking. With insights into phone leads, you can then dive deeper into online form submissions. This gives you the big picture into what is driving a client’s leads to submit forms.
CallRail’s Form Tracking features include person-level tracking, session-level tracking, form attribution, and Google Analytics integration. And unlike many other web form tools, your Form Tracking plan unlocks access to all the insights our service has to offer, with no limitations behind additional paywalls.
All of this data enables agencies to optimize their marketing strategies, allocate resources effectively, and provide their clients with proof that their campaign efforts result in form conversions.
Form Tracking is easy to set up and use. It uses the same line of code used as Call Tracking – meaning you’re ready to track forms if you have Call Tracking set up. It even tracks existing forms on your clients’ sites from leading form builders like Wufoo or JotForm, as well as new ones you create using CallRail’s built-in form creation tool.
In short, Form Tracking allows agencies like yours to monitor and analyze the performance of your clients' online forms, helping you understand which campaigns are driving leads to click "submit."
Power up with Premium Conversation Intelligence™
In addition to Call Tracking and Form Tracking, you can maximize the power of call data with CallRail’s Premium Conversation Intelligence™. The solution transcribes calls and also provides a call summary and sentiment analysis. Users can quickly identify and interpret the most important points of a call – summarized in just a few sentences – along with how positive or negative the sentiment of the customer and representative seemed during the conversation.
CallRail’s Conversation Intelligence features include robust reporting, key term spotting, and automated call recording, transcription, and automated tagging. With Premium Conversation Intelligence, you also save time with call summaries and sentiment analysis – no matter how many calls your clients get.
Its AI-integrated technology transcribes audio immediately after a call concludes, so you can analyze the topics and quality of conversations right away, even when handling large volumes of calls. Premium Conversation Intelligence lets you take smarter marketing actions for your clients, with less effort.
The benefits of Premium Conversation Intelligence amount to more than just automating manual efforts. It provides data that people simply cannot access on their own, either because of the volume, or the work intensity and time required.
Users can define automation rules for interaction classification and call scoring, while Conversation Intelligence’s AI engine helps you mine for deeper insights. CallRail also integrates with a number of commonly used marketing tools to provide a comprehensive collection of insights in one place.
Marketing agencies that start a free trial of CallRail’s Premium Conversation Intelligence also get first access to new AI features through CallRail Labs, where you can test the capabilities that are the most impactful to you – and weigh in on how they could be better.
Take advantage of time-saving AI now and create efficiencies for your entire team while being part of a group of early adopters who get to experience and influence the cutting-edge, AI-powered capabilities CallRail is bringing to the market.
Enhance your insights beyond call tracking
Try the full CallRail platform free for 14 days. Discover how efficient and effective your agency can be with the comprehensive suite of features that allow you to see the actions and timelines of the paths leads and customers take.
