What do you like best?
They have a generally responsive support team that helps get the initial set up on the site done right. The product works well within their own reporting system to give you a clearcut picture of all inbound website traffic that resulted in phone calls and from which marketing medium, and has a helpful automated reporting system you can use to send out daily and weekly reports to your sales managers.
What do you dislike?
The biggest weakness is in its integration with google Analytics, which is the main reason our agency, and our clients, went with them in the first place. Plenty of call tracking services have robust backend reporting, but not as many sell themselves as being abel to integrate your call conversions directly into your Google AdWords and Google Analytics accounts. CI does that to a degree, but the method and script they use to register conversions falls short in accurately reporting into Google Analytics the actual location of the caller. Say you have a customer who markets heavily in certain cities in Texas, but then looks at their Google Analytics panel and finds that all of their call conversions cam from Tulsa, Oklahoma? The average GM would panic, or call their ad agency wondering why they're wasting ad spend in a market outside their sales region. This is the problem with CI integration into GA; call conversions register in GA as coming from the server in Tulsa, OK and map out accordingly in GA data, which does not give you an accurate geo-location picture of conversions and site behavior. Want to see in GA how many leads came from the city you were marketing to? You can't include call conversions in that data, unless you manually pull the data and add it into a spreadsheet or powerpoint slide to present to your clients, which defeats the purpose of moving to a system like this that should fully integrate with Google Analytics.
Recommendations to others considering the product
I chose to put that they are not heading in the right direction as repeated requests and discussions with their dev team about a major issue we have on their platform - the inability of their conversion tracking to correctly register the location of a converted call in Google Analytics - returned from them the response that it was not possible to change this or accomplish this in GA, and they did not have plans to spend dev time on fixing it. The sad thing is that statement is not true, a close competitor of theirs can accomplish that very thing using a better event-based conversion capture in GA and give us the needed location data per call conversion to feed into our GA reports.
What business problems are you solving with the product? What benefits have you realized?
We are solving the problem of being able to track call conversions on a website and tie that back to online inbound marketing efforts from various platforms. This enables us to better gauge marketing effectiveness and allocate ad spend accordingly to stronger performers, as well as optimize ads and campaigns with full conversion data.