Dyverse shows how call tracking and Facebook work better together

After your digital marketing firm grows out of the mom-and-pop phase and becomes a mid-sized business, there might be a temptation to rest on your laurels. But the best of the best firms know that success isn’t just handed to you — in order to succeed in this industry, you need to constantly innovate and maximize your efficiency through the best tools available.

Dyverse is an Orlando-based digital advertising agency that specializes in working with multi-family apartment complexes. They’re also proof-positive of what firms of any size can achieve by making use of the best available marketing technology.

Through their thoughtful and strategic use of call tracking, they’ve been able to engineer some impressive results: In one case, a client saw a 33 percent increase to their inbound call volume.

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The Dyverse team had done some initial experiments to implement call tracking technology for their clients, but they had a tough time finding a platform that covered all the bases. They needed a call tracking provider that allowed them to manage tracking numbers for the dozens of client websites they managed, while also being able to synchronize their call data into their main marketing CRM.

Once they saw the huge demand from their clients for proper call attribution, they knew that call tracking would be an essential addition to their marketing stack. They identified CallRail as the superior call tracking service for its features, flexibility, and pricing, and they quickly worked to implement call tracking for almost all of their 150 customers.

“I had done some small-time experiments with a few other call tracking platforms for doing lead tracking, but they didn’t have much in the way of features, and the tracking was so basic that we didn’t feel it brought much value for our clients,” Dyverse Founder John Todero says. “CallRail really takes things to another level in terms of features and usability.”

He continues: “We recognized that our customers had a real need for this kind of technology, and they get a lot of value out of seeing where their calls are coming from, so we decided to make it one of our core offerings.”

By integrating CallRail with their main analytics CRM, they’re able to create reporting that provides a comprehensive view of how their clients’ websites are performing, and how effective their marketing initiatives are at driving new leads.

Dynamic Number Insertion brings speed and simplicity to managing client websites

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As part of their core services, Dyverse helps manage dozens of client websites and landing pages, most of which contain call tracking numbers.

But one problem proved to be particularly sticky: In order to effectively monitor and use these tracking numbers, Dyverse needed to be able to regularly swap them in and out. However, they found that clients were often hesitant to turn over the required webmaster access to their team. This meant that adding and removing tracking numbers could become a time-consuming, back-and-forth process.

Fortunately, CallRail offered them the perfect solution: Dynamic Number Insertion (DNI). DNI allows them to automatically swap tracking numbers in and out on their clients’ websites via a small, lightweight snippet of JavaScript code.

“It’s a particularly great solution for us because we don’t always manage our clients’ websites, which can make it difficult to add new tracking numbers,” Todero explains. “[DNI] provides us with all the tools we need to manage our clients online tracking numbers, without the hassle of having to deal with a developer or web publishing system.”

It’s time-saving measures like this that have allowed Dyverse to focus on what they’re good at: Delivering great results for their clients. In one memorable case, a client saw a more than 33 percent increase in their inbound call volume thanks to Dyverse’s expert marketing — and thanks to CallRail’s analytics, they could prove to their client that it was because of their hard work.

“With one property, we were able to show that over the course of about six months with us, the client saw their phone calls go up by more than a third, which means they started seeing a lot more leads too,” says Megan VanDerSnick, an account manager at Dyverse. “Call tracking lets us take that improvement and point back to how it’s the result of the ad campaign we’re running.”

CallRail + Facebook = Smarter, easier ad buys

Dyverse is also gung-ho about Facebook Ads, and for obvious reasons: They’re affordable and highly cost-effective, making them an ideal complement to Dyverse’s lean and agile business model.

But like DNI, integrating their Facebook ad buys with their call tracking data presents a host of thorny technical issues. Facebook has highly specific requirements for how ads with call tracking are tagged and served, and for syncing external data into the Facebook Ad Manager. This demands in-depth and platform-specific knowledge for any business looking to regularly buy Facebook Ads.

They also have limited technical documentation about the ad-buying process, and they don’t offer support on par with services like Google Ads (formerly AdWords.) This presented a problem for Dyverse: Facebook Ads are a great value, but they require quite a bit of effort and long work-hours to ensure they’re up to snuff.

Thanks to CallRail’s Facebook integration, Dyverse is able to bypass most of the repetitive technical work required to sync their call tracking and Facebook Ad data. With this easy-to-use native integration, their call tracking data from CallRail is automatically synced into Facebook Ad Manager and matched to leads. This provides an all-inclusive view of how their marketing is performing, empowering them with the information they need to take their Facebook marketing to the next level.

“I know firsthand that it can sometimes be challenging to work with Facebook, so this integration has been really useful for us,” VanDerSnick says. “So for us, it’s a huge relief to know that CallRail is handling the technical end of things, so we can just focus on the ads.”

“If we were to try to create the same call tracking setup on our own for Facebook ads, it would take so much more work and so many more hours, which makes a big difference for a business of our size,” she adds.

Indeed, after a little more than a year with CallRail, call tracking has become a key part the Dyverse team’s mission to provide great service and outstanding results for their clients.

“Our clients might be spending a lot of money on advertising, maybe thousands of dollars a month, and they deserve the peace of mind of knowing their money’s being well-spent,” Todero says. “Call tracking is a critical part of that value proposition, no doubt.”