Call tracking is basically a process that is used to assess the effect of marketing efforts on both leads and sales that were generated. It was created from evidence based marketers’ goals for achieving increased visibility to leads. If all sales and leads came from the online conversion forms, then it’ll be easier to figure out which ads are providing the best return on investment without call tracking whatsoever.
But for different ecommerce industries similar to financial services, automotive, healthcare, travel and B2B technology, majority of the sales they made is through phone calls.
Call tracking systems make it possible for a company to cheaply and instantly create toll-free or local telephone numbers with just a click of a button. As a matter of fact, the entire process is all but normal especially to companies that are used to purchasing from traditional phone numbers. Numbers may be assigned labels, nicknames and tags so by that, they can be tracked and searched easily. Next, the marketers are associating unique numbers with a certain marketing engagement similar to radio or TV ads, social media ads, conference print collateral or search keywords. Whenever someone calls them, there is a unique number that shows up reporting the source of the ad according to the associated phone number.
It is possible to use one business phone number if you are using call tracking software. This allows businesses to monitor phone metrics similar to location of calls, duration of calls and number of calls automatically. As for basic phone call tracking, this can work effectively in case that the business wants to determine how much sales calls last for 40 seconds at least.
It is not strange for small to medium sized businesses to operate a number of different ad campaigns all at the same time. A brand may have 6 separate groups of advertisements based on the product. There are various phone numbers that you can get from using campaign based call tracking system. Every number is focusing on different product, paid search ad group, specific keyword or individual ads. The sales and marketing therefore can separate calls easily that has originated from particular ads.
So imagine that you are running a big company that is after travel and tours. You are offering flights and accommodations to hundreds or thousands of locations worldwide. Picture the number of keyword combinations that may lead potential clients back to your page. To have true insight in which keywords derive phone sales, you should have access to large collection of phone numbers. It is not new for enterprise level businesses to make reservations for thousands of unique phone numbers for doing their call tracking.