The way we market today has changed quite a bit. Businesses are investing in digital marketing efforts more than ever before. And with more and more manufacturers and distributors investing in digital marketing, the right attribution and tracking are going to be required. In fact, tracking phone calls back to activity is crucial for businesses.
But why exactly is this so important, particularly for multi-million-dollar manufacturing companies? Let’s dive into everything you need to know as a VP or marketing director about call tracking, call monitoring, and proper attribution.
Why is it Necessary to Track Inbound Phone Calls for Marketing Attribution?
Call tracking can solve a lot of marketing problems. If your particular strategy involves pushing potential customers to phone calls, there’s a good chance that you’re losing out on very useful attribution data. You may also be missing out on what is probably the best source for first-party consumer data.
Sure, you may have ample access to the entirety of the customer journey as well as attribution from your digital campaigns, but your data trail is going to shrivel up once your customer connects the call.
By taking advantage of call tracking and call analytics tools, you’ll be able to effectively close your data gap and gain a new source of customer data as well as marketing attribution information. To put it in simpler terms, call tracking (specifically call tracking that is designed for advertisers and marketing specialists) allows you to gain all of the right attribution data that you would also get through online interactions, but for interactions that happen over the phone. This will make it possible to fully optimize your digital marketing campaigns to push top-tier phone calls and boost your marketing return on investment (ROI).
Still, there may be some scenarios where phone call measurement and inbound call tracking just isn’t right for your business. Marketing attribution is very important in determining if call tracking is actually working and increasing your ROI. Look at how sales are doing every few weeks after implementing call tracking as digital marketing attribution.
The marketing pros at August Ash recommends that all businesses set up call tracking to measure the following things:
● Calls from the website (both number dialed and tap to click)
● Calls from advertising campaigns
● Calls from social media
● Calls from print
So, we know why tracking calls is so valuable for marketing and what types of calls we should be tracking. But what tools can be used to effectively commit to this? We've found some excellent tools to recommend.
Tools and Platforms for Tracking Inbound Phone Call Changes
The three main tools that are ideal for tracking inbound phone calls include Google Analytics, specific call tracking software like CallRail or Grasshopper, and CRM platforms like Hubspot. Let’s break these down a bit more to help you choose the best solution for your needs.
Google Analytics is a very popular tool for digital marketing, especially for analytics and reporting. This platform can also be used for call conversion tracking and can help you see exactly how your advertisements lead to direct phone calls from your business's website. In the event that someone goes to your business's website after clicking on an ad of yours, Google Analytics' website call conversion tracker will allow you to find and measure those calls from your site.
This particular form of Google Analytics' conversion tracking is tracking a specific call as a type of conversion if it lasts longer than a particular length that the user sets. By using Google Analytics this way, you are then able to filter short or invaluable calls that don't lead directly to sales or similarly valuable conversions.
How to Track Phone Calls in Google Analytics
In order to track calls with Google Analytics, you'll need to set up phone calls to be goal conversions. Once this is done, calls will become available in all of your reports that have a goal tab. This way, you'll be able to tie in phone calls to your analytics data.
If you want a more detailed phone call analysis with Google Analytics, you can also generate custom reports for phone calls. Custom reports are highly recommended, as they provide more flexibility when it comes to reporting on phone data. You can quite easily pull in phone call goal volume, plus phone call conversion rates, for each traffic source of your choosing. You can't really do this with standard reporting, which makes using Google Analytics a great solution to call tracking.
Call Tracking Software
Naturally, call tracking software that is specifically designed for tracking phone calls are an excellent option for call tracking. Call tracking applications have specific technology that is used to allow businesses to track phone calls that are associated with ad campaigns. As a result, most call tracking tools are highly integrative and can be used with Google Analytics, SEO platforms, and other reporting and marketing platforms.
Some great call tracking platforms include CallRail, DialogTech, Grasshopper, and Invoca. All of these platforms have excellent integration capabilities so you can use them with your existing analytics platforms. For the sake of brevity, we'll look at how you can use Grasshopper specifically to track calls.
How to Track Phone Calls in Grasshopper
To start, there are three different forms of reporting that you can use:
● Usage Reports. This allows you to view your metrics, such as overall average call length.
● Detail Reports. This lets you access and generate information about phonecalls during a particular period. Such information includes caller IDs, destination numbers, extensions, etc.
● Activity Reports. This lets you view calls via the dashboard by types, such as hang-ups or voicemails.
To track your call metrics, select a number and choose a plan that is ideal for your tracking needs. Then, use the dashboard to customize your settings. Once a handful of calls have come through, you can use the Reports tab and select "Run Now" to see the report you want. It's quite easy.
Customer Relationship Management software will often implement some form of call tracking as one of the many analytics and reporting options available. In particular, the popular platform Hubspot has some call tracking capabilities. Hubspot is a CRM tool that has a wide range of services from marketing to sales to customer service.
In particular, Hubspot offers sales calling and call tracking to make it easier to prioritize daily sales calls, as well as to record calls log them automatically into your CRM. You can easily prioritize a day’s sales calls with information and data from your CRM. This means that you can put priority on the important calls and be able to burn through your daily queue quickly and efficiently.
However, we’re talking about tracking inbound calls here. So how can Hubspot help with that?
How to Track Phone Calls in CallRail
We use CallRail with most of our clients. The data and attribution provided from tracked calls has been invaluable to them.
Setting up CallRail couldn't be simplier. The lengthy onboarding document from CallRail walks you through the steps.
We recommend using CallRail with your Google Ads, Bing Ads, Wordpress website, and any other place you might want to track phone calls.
How to Track Phone Calls in Hubspot
To use Hubspot for inbound call tracking, you will need to install a call tracking app. This will make it possible to track inbound calls back to the ad campaign or keyword that led to the call itself.
Begin by connecting the call tracking app and Hubspot; one example is the platform Retreaver. Then, create a Number Pool for your particular ad campaign or source, such as a landing page. You’ll also need to add the campaign’s Retreaver.js to the specific web pages that customers are calling your business from. From there, you can track virtually as many URL parameters as you want.
You may need to configure your Hubspot Form Mapping via your integration settings to properly integrate call tracking. This can be a little complex, so we recommend following a tutorial or employing a developer to oversee this particular integration for call tracking.
August Ash for Your Call Attribution and Digital Marketing Needs
Call tracking and monitoring are just a couple of aspects of digital marketing growth. If you need more help engineering growth in your company when it comes to digital marketing and web development, August Ash is here to help.
Our approach is unique in that we ask the tough questions and are honest about where your business’s pain points are, all with a focus on driving your business’s growth. You may have certain pain points in your digital marketing choices that you have not even noticed, and we’re here to pick apart those pain points. Our process accelerates business through digital and is highly people-focused as well.
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