However, calls are not only a source of data for marketers, but also a valuable resource for website owners. In this article we will look at what call tracking is, its types and how it can be useful for business.
1. Three types of call tracking and their features
Call tracking is a technology that helps determine which advertisement led to a customer calling. This approach helps marketers better understand which promotion channels, campaigns, and even keywords generate the most leads. Website owners, in turn, can use call tracking to control the quality of work of contractors and the sales department.
- The basic principle of call tracking is number substitution. The user does not see the main number of the company, but a temporary one, which is associated with a specific advertising source. When a client calls, the system redirects the call to a real number and records the source of the call.
1.1. Static (classic) call tracking
This method is suitable for cases when you need to determine the source of a call with channel accuracy. Each advertising source is assigned a unique number. For example, one number is used for search traffic, another for contextual advertising, and a third for offline advertising (billboards, flyers, TV and radio).
Advantages:
- Ease of use.
- Suitable for tracking offline sources.
Flaws:
- Does not provide detailed information such as keywords.
Suitable for: Projects that only need to know the general source of calls without details.
Who is not suitable for: Companies with many online sources that need detailed analytics.
Example of use: An online housing portal used static call tracking to track calls from developers. Each residential complex was assigned a unique number, which made it possible to accurately record requests and forward them to the appropriate sales departments.
1.2. Dynamic call tracking
This method associates the call not just with the source, but with a specific user session on the site. Each visitor sees a unique number, which allows you to track details: source, campaign, keywords and even behavior on the site.
Advantages:
- High data detail.
- Suitable for analyzing the effectiveness of online campaigns.
Flaws:
- Requires more resources and replacement numbers.
Suitable for: Companies that actively use online advertising (contextual advertising, social networks).
Who is not suitable for: Projects with a limited budget or a small number of calls.
Example of use: A company selling soundproofing materials used dynamic call tracking to evaluate the effectiveness of advertising campaigns. This allowed us to optimize the budget and increase the number of calls by 812%.
1.3. Combined call tracking
This method combines static and dynamic call tracking. It is suitable for projects that use both online and offline advertising. The combined approach allows you to reduce the cost of replacement numbers while maintaining data granularity.
Suitable for: Companies with a variety of promotion channels.
Example of use: A private clinic used combined call tracking to track the effectiveness of online advertising and offline sources. This helped reallocate the budget and reduce the cost per click.
2. Additional call tracking capabilities
- Call tracking not only helps evaluate the effectiveness of advertising, but also provides data to improve SEO and website content.
2.1. Expansion of the semantic core
Call analysis allows you to identify keywords that customers use. This helps expand the semantic core of the site and improve advertising campaigns.
2.2. Improved navigation and content
If customers often ask the same questions, this is a signal that there is not enough information on the site. Adding missing data and improving navigation improves the user experience and reduces bounce rates.
2.3. Clarifying the portrait of the target audience
Call tracking helps you better understand who your customers are. For example, in one of the cases it turned out that women often buy fishing products as gifts. This allowed us to adjust the settings of advertising campaigns.
Results
Call tracking is a powerful tool for analyzing advertising effectiveness and improving business processes. It helps:
- Optimize advertising campaigns.
- Expand the semantic core.
- Improve site navigation and content.
- Better understand your target audience.
The use of call tracking not only increases the ROI of advertising, but also makes the site more attractive to visitors and search engines.