What are Phone Call Dashboards for Google Analytics and Google Data Studio?
Phone call dashboards for Google Analytics and Google Data Studio help you see the call data associated with your marketing campaigns in real-time. This includes metrics such as the marketing source, the paid keywords used in search, the duration of the phone call, the location of the caller, and the landing page the prospect was on when they placed the call.
Why Marketers Need Google Analytics and Google Data Studio Dashboards
Very often, marketers are using several different tools to improve their marketing efforts and gain valuable information about how their website is performing, be it call tracking and analytics tools, landing page builders, or an onsite chat tool. Many marketers don’t have the time to dive deeply into each of the tools in their marketing stack on a regular basis to see what is happening on their site. That’s where Google Analytics and Google Data Studio dashboards come in.
By integrating these various tools with Google Analytics, marketers can create a quick and easy view of all of their high-level marketing metrics within a Google Analytics or Google Data Studio dashboard. These dashboards can be customized to fit any marketer’s needs and to help them keep track of the key performance indicators (KPIs) that are important to their business. This includes metrics such as:
- Form completions
- Online purchase completions
- A phone call from your site
- Onsite live chat initiations
- Downloading a document
- Signing up for an event, such as a webinar
By tracking these KPIs within Google Analytics or Google Data Studio, marketers can see how prospects are responding to their marketing campaigns and begin to optimize for these specific actions.
Most Useful Dashboards for Google Analytics and Google Data Studio
To maximize the value you’re gaining from Google Analytics or Google Data Studio dashboards, customization is always key. These reports allow you to view key metrics at a glance and tailor them to meet your needs. Here are a few examples of reports you can generate to begin better reporting inside of Google Analytics or Google Data Studio.
Campaign Performance Report
Within Google Analytics, “campaigns” refer to any marketing events you’re currently running or have initiated such as email campaigns, Pay Per Click (PPC) advertising, partnership marketing, etc. Understanding of each of these efforts performed is extremely important to improving your marketing.
The best way to do that is to create a Campaigns Dashboard inside of Google Analytics. You’ll want to look at bounce rates, goal completions, webpage visits, and behavior flow from each of your campaigns to see what’s working and what’s not. This will help you compare and contrast your different campaigns to look for areas of improvement.
Content Marketing Dashboard
If you’re producing a lot of content marketing, be it blog posts, eBooks, or more, a content marketing dashboard inside of Google Analytics or Google Data Studio will be crucial to your success. You may want to create a blog dashboard that breaks down conversions by post or author, overall leads coming from the blog, as well as the originating marketing source of visitors to the blog.
If you’re spending valuable marketing dollars on PPC advertising, you want to know what’s working and what’s not. Create a PPC dashboard inside of Google Analytics or Google Data Studio to track which campaigns, ad groups, and keywords are driving the most leads to your business.
Phone Call Dashboard
If phone calls are an important inbound lead source for your business, you’ll want a phone call dashboard in Google Analytics or Google Data Studio to track these valuable leads. It’s important to understand where your inbound phone calls are coming from, as well as the quality of these calls and how they’re converting into customers. Tracking phone calls is one of the most overlooked metrics for websites.
How to Create a Phone Call Dashboard in Google Analytics or Google Data Studio
To create a phone call dashboard inside of either Google Analytics or Google Data Studio, you will either need to be tracking phone calls using Google’s call conversion tracking or using an external tool such as CallRail. If you’re not already tracking phone calls, read more about why you should be. Many business owners and marketers overlook the fact that their websites are generating phone call leads from their online marketing efforts, which can lead to poor decision making.
If you’re already tracking phone calls, you will then need to integrate your third-party tool with Google Analytics. This is a simple two-step process with CallRail, that you can learn more about here. You can also utilize Google Data Studio Data Connectors to push phone call data directly into your Google Data Studio dashboards.
Next, you will want to consider what KPIs are important for you to measure in regards to inbound phone calls. We recommend tracking the following inside your phone call dashboard for Google Analytics or Google Data Studio:
- Marketing source – to see which sources or campaigns are generating the most phone calls.
- Landing page or active page – to see which pages callers enter the site on, and which pages they were on when they made the phone call.
- First-time callers – often times, first-time callers are the most valuable lead sources for your business. This is helpful to compare returning customers and net new leads.
- Average duration – longer phone calls tend to be more valuable than misdials or minor inquiries, so tracking the lengths of phone calls is important.
- Leads – Driving a lot of calls is only useful if you’re also improving lead quality. Many call tracking tools can use artificial intelligence to tell you which of your inbound phone calls are actually valuable leads.
- Qualified Call Rate – the qualified call rate is the ratio of first time callers to qualified inbound leads.
Once you’ve integrated your call tracking and identified which metrics matter to your business, you’re ready to start generating reports! Create your dashboard inside of either Google Analytics or Google Data Studio by adding the important KPI’s one at a time.
Google Analytics and Google Data Studio Dashboards can be a great tool to keep your marketing focused and to have a better understanding of what is actually happening on your website. Integrating inbound phone calls into these dashboards will help you get the right data from your website, and successfilly improve your marketing efforts.