What Is Call Tracking & How Does It Work?
Call tracking is a technology that allows businesses to track the source of phone calls by assigning a specific tracking phone number that forwards to your main phone number. For example, when implementing call tracking there would be a different tracking phone number assigned for Google Paid, Google Organic, Facebook Paid, Direct traffic, etc. Each time a call comes in for one of these specific sources, a java script placed on the website would flip the phone number (swap target) within milliseconds based on the source. The user calls the business with no knowledge that they called a tracking number vs. the main phone number. The source of the phone call is then captured to better understand the user.
Specifically, call tracking provides marketers detailed information about the call such as the location, duration, and caller information, which can help businesses to improve their marketing strategies and customer service. Call tracking can be fully integrated within web analytics to determine return on investment with advertising campaigns.
Why Marketers Use Call Tracking
- Optimize paid media spend to drive higher qualified leads
- Minimize wasted advertising spend
- Allocate marketing budget based on return on investment
- Enhanced customer experience
- Track and optimize sales agents’ performance based on customer interactions
- Track offline calls (Newspaper ads, print mail, brochures, billboards, etc.)
- Provides a more complete conversion picture within analytics
How Much Does Call Tracking Cost?
The cost of call tracking varies depending on the number of phone numbers being tracked, features of the call tracking service (detailed analytics, recording, contact form tracking, etc.) and the time of tracked calls. If your business receives sales calls, the benefits of call tracking far outweigh the costs.
Typically, call tracking services start at $40 per month for a baseline service to include several assigned call tracking numbers with a set of call tracking hours each month. The more assigned call tracking numbers and/or calls tracked, the higher the monthly bill. Companies can limit the call tracking service to only track paid calls or offline only calls to minimize expense. Also, companies with multiple phone numbers on their website can track some or all numbers based on need. Companies can also record phone calls for customer service purposes.
Smaller businesses might opt for a starter package with limited features, while larger businesses may opt for a more comprehensive call tracking package with enhanced features and higher levels of call detail.
When researching for call tracking providers, it’s important to compare the costs and features of providers to determine which solution is the best fit for your business.
Which Businesses Should Use Call Tracking?
Call tracking can be useful for a variety of businesses. Any business that relies on phone calls as a primary form of communication and wants to track and determine their return on investment of their advertising campaigns.
Some of the typical businesses that use call tracking are:
- Advertising & Marketing Agencies
- Real Estate
- Service-Based Businesses
- Law Firms
See If Call Tracking Is Right For Your Business
Schedule a consultation with one of of marketers to determine if call tracking is right for your business.