© Copyright Our Wall
Call tracking is a system that evaluates the effectiveness of your advertising channels based on the analysis of incoming calls.Since the essence of the work of such a service is not always obvious, many managers and business owners abandon this tool, missing an excellent opportunity to optimize advertising and understand which sources are most effective.
However, there are a large number of call tracking services that promise mountains of gold, although in reality not all of them are ready to provide technology that really works. In the article, we will tell you how call tracking works, what criteria you should rely on when choosing it, and also dispel the main myths and mistakes about this tool.
Definition of call tracking
Calltracking is a term used to describe incoming call tracking technologies. This tool allows you to capture and segment phone calls across and within advertising channels.
For example, an interested user goes to an online resource, where he is shown a specific phone number, calls and does not perform the target action (purchase). Another potential buyer may see other contact details on a billboard or hear an ad on the radio and also decide to call.
If the customers from our example will communicate on the same number, it will be difficult for the marketer to understand where the buyer came from - from the website, from external banners or from radio advertising. In order to be able to monitor different PR channels, each source of promotion is given a separate index. Thus, call tracking allows you to collect and compare statistical data about customers obtained from different sources.
Technical terms related to call tracking
Replacement of contact data - a method of displaying a phone number to a client: the company's main number is replaced by another. Hence the name - substitute. This technology is used by all call tracking services.
What are the phone display conditions? The customer sees a certain number, depending on the situation. For example, the user saw the Yandex advertisement and the subscriber's data for the call, and if he entered from the search engine, he will be shown a different number. That is, the replacement takes place according to the source of traffic or geolocation. Check out more about property directory at the our website.
All incoming customer calls from alternate numbers are sent to the site's main phone - the forwarding number.
In the situation, if the substitutes have run out, there is a reserve number, that is, a spare number for the traffic channel.
Each call tracking service has its own software code. Its task is to show different customers unique phone numbers and then collect call information. This is provided by the call tracking script.
If the customer has left the site, a certain phone number is stored with him for a while in case he decides to call back. This additional time fixed for the visitor is called Freeze Time. It is used to analyze users who have dialed a phone number, closed your website, but not yet called. The retention period is planned individually for each project.
Task of call tracking
It may seem to you that all the above information does not give full confidence that it is possible to track the number of calls and not the number of purchases made. In fact, in online mode, this method demonstrates its functionality, since the replacement of the phone number occurs automatically.
In addition to the fact that, thanks to the call tracking technology, you receive information about which advertisement the user came from, you will be aware of the amount he spent on the purchase. And based on these data, you can analyze the ROI of the sources. Based on this information, you decide on the issue of additional financial investments in more effective advertising channels and disconnection of ineffective ones.
Call tracking technology is an analysis of the effectiveness of PR sources based on incoming calls. Based on the above, it can be determined that its use will be useful for solving such tasks as:
Analysis of the effectiveness of advertising sources.
Research the ROI of each of them.
A study of user acquisition costs within a single source.
Analysis of the performance of call centers (operators/managers).
Redistribution of finances more effective advertising sources.
You can set other tasks at your discretion. For example, distribution of incoming calls. But first, the main function is the analysis of the effectiveness of advertising and the work of sales managers.
Additional features of call tracking
The task of call tracking includes not only establishing call sources. When choosing call tracking services, you should pay attention to other functions that can be very useful. Most services offer many options that are convenient for both site visitors and you, because they allow you to plan your business well and help you make effective decisions. Below we will talk about the elements of call tracking services.
Virtual PBX
With the help of this service, you can set up an answering machine and a voice menu, record conversations, perform forwarding and use additional numbers. Do not forget to find out which phones you can use at work: regional, 8-800, city or your own.
Call back
The feedback form works like this: the user leaves his phone number and waits for a call from the operator. This service provides an opportunity to communicate with those clients who can or want to do recruitment for some reason on their own. It should be taken into account that this option may be paid.
Chats and applications
When the user enters the site, a pop-up window with a chat appears. This option allows you to communicate with the operator in online or offline modes.
Integration with analytical systems
Provides the opportunity to transfer information about calls and sources from call tracking to Yandex.Metryka, Google Analytics. That is, you can use the data of this technology to create reports in analytical systems.
Integrations with contextual advertising platforms
Automatically enters cost data from advertising sources Yandex.Direct and AdWords into the call tracking analytical system. In this way, you have the opportunity to find out the price of calls and requests for a specific PR source.
Integrations with platforms that optimize contextual advertising
With its help, you can send call tracking information to Origami, Alytics, K50. Focusing on information about applications and calls, it is possible to manage the amount of expenses in the optimization systems of contextual advertising.
Availability of an internal client interaction management program
Some services already have a built-in CRM program. Most often, this is a simplified option that is inferior in terms of its functionality to full-fledged customer interaction management platforms. But if you do not have a large company, then it will be quite enough.
Integration with third-party CRMs
If you already have a CRM in place, find out right away if it's possible to integrate data between your CRM and call tracking technology. Some companies that provide call tracking services cooperate with well-known CRMs, for example, AmoCRM, 1C, Bitrix. This combination makes it possible to collect data on orders and requests in one place. If your CRM program is not supported by a call tracking system, you can communicate with it via API. But this will require special developments.
Pros and cons of using call tracking
Advantages of call tracking
Everyone wants to be sure that it is effective. Using call tracking technology will ensure:
Profitability of incurred costs . Analysis of the effectiveness of advertising sources without the question "Who told you about us?", the possibility of researching the profitability of PR in terms of calls immediately after the start of the advertising campaign, during the promotion period, etc.
Integration with CRM for complete analytics, accounting and evaluation of information for targeted, specific analysis.
Protection against fake calls . You will be able to track fakes from advertising companies and other agencies. If such a trend is observed that a large number of calls are received from one channel, but there is no further targeted action, then it is worth paying special attention to this.
Monitoring the work of the staff by listening to conversations.
Creating effective reports for company management.
Disadvantages of call tracking
Despite all the advantages of call tracking, certain difficulties may arise in working with it. You yourself must decide how critical they are to you:
This is not a cheap option. For example, the cost of a hundred replacement numbers can reach 60,000 rubles per month.
Call tracking cannot detect delayed calls. This is a situation when the user recorded the phone number, but did not call immediately. After some time, this number is transferred to another user, and the system enters the database already by his ID.
This scheme will also occur with a tab open in the browser. Calltracking will disable it after some time, because the client session can be active for a long time. And the number that remained on the page will be given to another client again.
In the event of a technical failure, the control system loses the ability to process calls, so data will be lost.
It is impossible to constantly monitor the relevance of subscribers, so that in case of disconnection of one of them, it is not displayed in another advertising source.
The use of alternate numbers can negatively affect the trust attitude of regular users. Agree that this can cause suspicion.
Myths about call tracking
Call tracking is expensive and requires a lot of expenses
The cost of direct call tracking services depends on the frequency of visits to the site. Most often, the costs of call tracking are quite adequate. But do not forget that the price matters. Call tracking services have different functionality, and you may overpay for the smallest one. Therefore, when choosing, you should focus not only on the price, but also on the goals. Find more info about arrest fact at the our website.
Call tracking does not provide accurate information
If there are the necessary number of numbers to monitor the traffic, then you will be able to have accurate information, because the method of monitoring call sources works automatically, according to strict rules and does not allow errors.
A separate service? This is not necessary, because it can be created for free in Google or in Yandex. It should be remembered that it will still not work for free, because the fee for using phone numbers is still charged. At the same time, existing options and opportunities may not be enough for you. For example, Google only monitors calls from Google Ads. And in order to create, configure and connect your own resource, you need a lot of money and time. Therefore, it is more convenient and profitable to use already available call tracking services.
Business processes will have to be changed to apply call tracking
It does not. Inbound call tracking technology helps analyze advertising performance and adapts to your interests. Having information not only about the sources of calls, but also about keywords from advertising, you will be able to use funds more efficiently, and by analyzing the recordings of conversations, you will be able to increase the level of sales.
Differences between call tracking and telephony
Call tracking and telephony solve different tasks. But for some reason they are often confused.
Telephony provides the main subscriber number used on the site and does not have the ability to provide it with additional settings, such as multi-channel, IVR greetings, etc.
Call tracking identifies call sources using alternate numbers, generates leads in CRM, creates reports by analyzing advertising sources. Incoming call tracking technology is not tied to the main number, which allows you to increase the number of settings.
You can exchange call tracking services as consumables. If you have a primary phone number, you can switch companies that provide tracking services for incoming calls without consequences. In another case, if the call tracking keeps statistics incorrectly, and subscriber numbers are already indicated everywhere, it turns out that there is nothing to pay for and it is painful to change the service.
If you only need to count calls, and all other complex settings are not needed, you can buy the numbers available in call tracking.
Types of call tracking and the mechanics of their work
Static call tracking
Perfect for offline advertising analysis. It can be not only ordinary external advertising, but also any platform that does not have a relationship with your site: Internet maps and directories, ad aggregators, pages with reviews, etc.
The principle of operation: any advertising channel must have its own replacement number, which are placed manually - paint postcards, fill out a 2GIS card, etc.
Service call tracking records all calls to it, and you get:
call recording;
the client's phone number;
information about the region from the subscriber's data;
when asked how many calls the client made to you.
Additionally, you can calculate how many calls came from each advertising channel, as well as get sales information from them.
For external PR, the replacement number must be displayed directly on the carrier. In Internet promotion channels, this measure is optional: if customers come from tracked sources, you can configure the display of static spoofing numbers on your site. For example, you can take numbers from the mailing list.
To do this, you must first mark all links to your resource inside the UTM symbol. Then add the call tracking script to your site. He is responsible for the operation of the service. Also, when defining UTM tags, it is necessary to enable the display of alternate numbers in the statistics collection channel settings. For example, utm_source is email. The technical support department of coltracking can help you with this.
Use static call tracking if you:
place offline advertising;
you want to track the effectiveness of directories, geoservices, catalogs;
enter the phone number directly in the business card on Yandex and Google search;
want to evaluate online advertising as a whole (for example, how many calls were made from Yandex) and you do not need tracking for a specific ad.
Dynamic call tracking
Necessary for detailed analysis of Internet advertising. The principle of operation is as follows: a corresponding script is installed on your site, which replaces the number of this resource for certain parameters of the user's visit.
When he makes a call, the system records all available data about him:
which ad it switched from;
keyword used;
his region of origin;
the device through which he accessed the site;
recording of the conversation;
Other data.
Dynamic call tracking differs significantly from statistical call tracking. In the second case, if three users visit your site for the same ad at the same time, they will see unique phone numbers, and not the same for all.
That's how, with the help of dynamic call tracking, a Kaliningrad developer discovered that an advertisement for the name of a residential complex attracted more customers than an advertisement for "buy an apartment in Kaliningrad." At the same time, applications come from other regions of Russia, and not only from the local population. Such data helps to optimize PR and attract more customers for the same costs.
In order for the statistics to be accurate, check in advance how many people visit your resource during the day. With high traffic, you need to add more replacement numbers. Usually, one is enough for 50-100 visitors per day.
Use dynamic call tracking when placing advertising content in Yandex.Direct, Google Ads, VKontakte, Facebook, etc. It will also be useful in getting analytics for any ad and keyword query.
Sources of numbers for call tracking services
Correct call tracking is the configuration of a call tracking service that either owns a number capacity, is licensed by a telecommunications operator, or has its own technological platform (a service with a direct connection, has the appropriate equipment to provide services).
Providing an alternate phone number is one of the most difficult tasks under the terms of the license and the type of activity of the telecommunications operator (this can be found out and checked by reading the information in the legislation). All legal acts are aimed at maintaining the stable operation and integrity of the telephone network. Therefore, the quality of communication and the stability of the number can be guaranteed only if the entire technological chain is in the area of responsibility of one company.
Incorrect call tracing can occur when the call tracing service is not a carrier and only resells phone numbers purchased from other companies, or does not have its own technical platform to provide services.
The two most common service architectures you can use to detect false call tracking are:
The call tracking service buys numbers from an operator company that does not belong to this field. In this case, calls to replacement phones are paid for by this company, and the API tracking service receives data about calls to certain numbers.
The call tracking service purchases numbers from the operator's company. In this case, phone calls are redirected via the SIP protocol to the platform providing the service and are served directly by it.
In both cases, the call tracking service, making every effort, cannot guarantee quality communication and stable operation of phone numbers. There are other "indirect" implementation options that also include a "clockwork triggered explosive device."
The Wall