I see value in call tracking however simply tracking the number of calls provides limited insight into campaign performance. What data can be collected from call tracking?
When it comes to call tracking, many marketers think that counting the number of incoming calls is all that matters. Simply counting the number of calls generated by a campaign isn’t going far enough. The following is what marketers need to be thinking about:
Volume of calls generated by a campaign
This metric is relatively straightforward. The number represents the volume of inbound calls generated by a specific campaign, and collecting this metric is as simple as using a call tracking solution. At a high level, the number can be used to compare the performance of different campaigns, however it is important to dig deeper to truly understand how your campaign is performing.
Length of call
This metric too is relatively simple in nature and succinctly looks at how many seconds or minutes a call lasted, hence its namesake. Generally speaking, the longer the call, the better – but not always. This isn’t a metric that should stand on its own; rather, it needs to be looked at in context with other metrics. A very short call only lasting a few seconds should, in most cases, not be counted at all because it can probably be counted as a wrong number. Conversely, a long call may indicate confusion with regard to the product offering, prompting review of how products and services are positioned.
Location of call
The geographic region can represent a major factor, depending on who your target customer is – for example, local home service businesses like plumbers, roofers, electricians and other contractors often have a defined geographic region in which they work, and receiving calls from outside of this region is an indication that marketing efforts are not targeted as well as they should be. A call tracking platform can help identify this.
Content of call
Some call tracking platforms are able to perform “call forensics,” which means the software will “listen” to calls and understand what the call is all about. Applying context to a call significantly increases its relevancy – or non-relevancy, as it may be – to a business. Further, call forensics can determine if an incoming call is from a solicitor as opposed to a prospect, and can even separate “tire kickers” from the real leads.
Source of call
Knowing where the call originated or what initiated it to begin with is a very important element. Was it from a landing page? Online advertisement? Print advertisement? Pay-per-click campaign? Knowing what produced the call – and then using the other metrics measured to determine the value of it – is useful information for marketing entities. With this data, marketers can refine and focus their advertising to generate maximum, valuable inbound calls to the sales team.