Marketers use web analytics tools for tracking online conversions quite popularly. But in order to get a full picture of where the business and customers are coming from, excellent marketers must also find ways to track offline conversions.
After all, even with the web, most businesses still rely on phone calls in some capacity. Oftentimes, the phone serves as a business’s central communication vehicle with its customers.
I just read this great post on Ifbyphone’s blog, detailing 7 simple tools for marketers to track phone calls.
Instead of summarizing the article, I’m going to highlight two common challenges and solutions for marketers, to demonstrate how all marketers can leverage their campaigns through these tools.
Challenge: As a marketer, whether you generate ads in print, media, or on the web, you want to be able to track every lead generated by an add, including phone calls. But many analytics applications only provide information about online leads.
Solution: Ifbyphone’s call tracking enables you to choose “virtual numbers” either toll-free or local, which forward to your main phone number. Ifbyphone’s analytics track the ad origination of each phone call in real-time (Google analytics is not in real-time). They include features such as call time, caller ID, call count, call duration, call routing, etc., “so you can measure the quality of the calls, not just the quantity.” Since many marketers use Google Analytics for their web tracking, Ifbyphone provides integration with Google Analytics, enabling you to see your phone call conversions reports alongside your online conversions.
Beyond the simple desire to track ad conversions, marketers’ investments in raising organic SEO results and Google adwords campaigns further complicates the challenge. Now let’s take a closer look.
Challenge: Many of your customers reach your business through Google keyword searches or PPC ads. By using Google Analytics, you can track your website leads, from the keywords or PPC campaigns to your site visitors. However, once the customer goes offline and picks up the phone to call your business you lose your tracking abilities. The most important leads may be those that translate into phone calls, not just the number of visitors to your site. How are you supposed to maintain tracking from your original keywords and PPC campaigns until the actual phone conversation?
Solution: Ifbyphone’s Dynamic Phone Number Insertion (PPC Call Tracking) allows marketers to assign a unique virtual number to each ad, keyword, etc. When the visitor arrives at your website, the unique phone number assigned to the campaign of the visitor’s origination appears on the website. The customer picks up the phone to call your business. Even though the virtual number that the customer dials is unique to the original ad, it actually routes to your main business number, or any number that you assign. You can then track all of the phone calls originating from that unique number, associated with a specific campaign. By using Ifbyphone’s Dynamic Phone Number insertion, you can now oversee the entire process guiding the customer’s visit to your site. Most importantly, you can also make sure to get the best bang for you buck from every ad or PPC campaign.
To learn more about Ifbyphone’s 7 Call Tracking tools, you can read the Ifbyphone blog post.
Related posts:
- Tracking Phone Calls- What’s it all About?
- Google Launches TV Ad Tracking Using Toll Free Numbers
- New Call Tracking Add-on for Google Analytics
- Google’s New Opt-Out Opens a Window for Call Tracking Toll Free Numbers
- Ifbyphone’s New Video on Call Tracking
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