- What is Call Tracking?
- Call Tracking is a system of marketing attribution that accurately determines of how callers find and reach your business.
At its simplest, call tracking requires publishing a unique phone number (local or toll free) for each marketing campaign (website, direct mail, newsletter, radio ad—anywhere you publish your phone number) that you want to track. All calls to these numbers are routed to your main line(s). This allows you to see which ad sources make the phone ring the most.
- Why do I need call tracking?
- While call tracking was first invented (by yours truly) to attribute your offline marketing sources before the internet really existed, call tracking can benefit both your offline and online marketing efforts.
Unique call tracking numbers should be placed everywhere that you are advertising your business. While most consumers may do some research before they contact you, a lot of them are still picking up the phone as their first point of communication with your company.
Instead of going the old-fashioned route of relying on phone handlers to ask each caller how they heard about you, which can lead to misattribution (even if they remember to ask on 100% of calls), call tracking reliably and accurately displays where the caller dialed from.
Some advertising companies promise to bring you a specific amount of calls or leads by advertising with them. Call tracking gives you the extra security to see from your own data how well all of those ads are truly performing. If you use an agency for all of your marketing, ask to see the call data to prove the ROI on your investment. If the agency isn’t using call tracking or providing you with ROI metrics, you need to ask why.
Call tracking keeps you from wasting marketing dollars on underperforming advertisements and lets you invest more in the ads that are actually bringing you leads.
- Can I track my main office number?
- Though it is possible, CallSource typically does not recommend tracking main line phone numbers. Those numbers typically receive extraneous calls that are not relevant to marketing ROI.
- Do callers need to hear a disclaimer before every tracked call?
- In order to comply with FCC regulations regarding call recordings, CallSource inserts an audio disclaimer at the front end of each recorded call. Only callers using tracking numbers will hear the disclaimer and be recorded. Speak to your CallSource Representative for customization options.