How to Integrate Inbound Call Tracking and Online Analytics

As a data-driven marketer you know how to track inbound traffic, pageviews, a website visitor’s marketing source, their path through your site and how they progress through your sales funnel. But how many of your website visitors complete their purchases offline?

Phone calls are an important part of the customer journey, and in many cases lead to an immediate conversion. Tracking incoming calls in the same way you track clicks can help you better understand your customers buying cycles, especially when comparing phone leads to those sourced by other channels.

Start bridging the gap between online and offline conversions, and consolidate your marketing, by integrating inbound call tracking and online analytics.

How does call tracking work?

CallRail quickly integrates call tracking into your website by using a unique phone number for each of your marketing sources, such as Google Ads (formerly AdWords), Facebook, Yelp, Bing Organic or any other website. Once you’ve installed a small line of javascript, the correct tracking number will be displayed everywhere on your website and then fed into your analytics for further review.

CallRail’s dynamic number insertion allows you to discover which specific ads and keywords are driving phone leads, so you can use this information to optimize sales and marketing messaging.

How to use call tracking to improve your marketing

So now that you’re properly tracking incoming calls the same way you track clicks, how can you use this data to make better marketing decisions in the future? Here are just a few of the ways you can start integrating your phone calls with online analytics:

1. Add call tracking to a marketing analytics platform that tracks and measures your full funnel. Integrating inbound call tracking data with your web analytics data will help you understand the way your potential customers interact with you a lot better. Integrating with tools such as Google Analytics, Marketo, HubSpot, or Salesforce is a great way to consolidate your marketing efforts.
2. Get alerted when a phone lead returns to your site. What if someone visits your websites, places a calls, but never converts? Integrated call tracking can help you narrow in on whether a customer converts on the first, second, or fiftieth phone call from your website. Use this data to optimize your sales process as you begin to better understand your customer’s buying cycles.
3. Identify the source of your phone leads. Perhaps Facebook leads are more likely to fill out forms, but your PPC campaigns drive phone calls. Integrated call tracking and online analytics help you understand which phone numbers convert best, and how your marketing efforts are attracting customers.
4. Use Conversation Intelligence for a better idea of phone lead quality. Integrating CallRail’s Conversation Intelligence with your marketing analytics can help you get a better idea of not only what sources phone leads are coming from, but more importantly how many of those are known good leads. Conversation Intelligence gives you even more insights into the value of your inbound phone calls.

Phone calls are an important part of the customer journey, and their value is often understated. Once you start integrating inbound call tracking with your online analytics, you’ll be well-equipped to make better marketing decisions moving forward.

Ready to get started with integrated call tracking? Start your 14-day free trial today.