Nick Fenmor Collins
By Nick Fenmor Collins | Dec 15, 2024 2 min read

The power of Call Tracking

The power of Website Call Tracking

Enhancing Conversion Tracking with Call Tracking Software

In the dynamic world of digital marketing, tracking conversions effectively is paramount. This week, Conversion Masters delves into the nuances of call tracking software, a tool that enhances our understanding of customer interactions and optimises marketing strategies.

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Why Call Tracking?

Traditional methods of tracking phone call sources, such as asking callers directly, often lead to vague responses. Many callers simply say they found the website or mention a platform like Facebook or Google, which doesn't provide clear insights into the marketing channel's effectiveness. Moreover, staff answering calls are focused on resolving issues rather than noting the call's origin.

Call tracking software addresses these challenges by dynamically altering the displayed phone number based on the visitor's route to the website. This technology, akin to Google Analytics, identifies the source—be it a pay-per-click (PPC) ad, social media, or organic search—and assigns a unique phone number to each source.

How It Works

When a visitor arrives at a website via a PPC ad, for instance, the call tracking software changes the phone number displayed on the site. This change is powered by a piece of JavaScript and a cookie stored on the visitor's device. The cookie remembers the visitor's source for a set period, typically 30 days, ensuring that even if they return via a different route, the source data remains intact.

This system allows businesses to attribute phone calls and subsequent sales to specific marketing channels, campaigns, ads, and even keywords. Such detailed data is invaluable for refining marketing strategies, allowing businesses to allocate budgets more effectively by focusing on keywords and channels that drive conversions.

Choosing the Right Software

Several call tracking solutions are available, each with its features and pricing structures. Popular options include CallTrackingMetrics and WhatConverts, which start at approximately £65-£70 per month, plus call fees. WildJar offers a more budget-friendly option at £39 per month, with additional costs for calls.

For those seeking a more tailored solution, our agency offers a package at £20 per month, providing the added benefit of setup and support. This package includes a subscription to the platform, phone numbers, and call tracking at cost price, making it an attractive option for businesses looking to optimise their marketing efforts.

Conclusion

Call tracking software is a powerful tool for businesses aiming to enhance their conversion tracking capabilities. By providing detailed insights into the origins of phone calls, this technology enables more informed marketing decisions, ultimately leading to improved ROI. As digital marketing continues to evolve, tools like call tracking will become increasingly essential for businesses seeking to stay ahead in a competitive landscape.

For any questions or further information on implementing call tracking software, feel free to reach out. We're here to help you navigate the complexities of digital marketing and ensure your strategies are as effective as possible. Enjoy the rest of your weekend and the festive season ahead!

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