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Call Conversion Tracking: How to Set Up and Measure?

Alexandra Vilchinskaya December 5, 2022
3 min read
Article

Disclaimer: Learn how to measure the conversions of the inbound calls to evaluate the effectiveness of the advertising campaigns and optimize them if necessary.

Setting up call tracking software means you will know how many leads are generated by each of your advertising campaigns. However, the number of leads does not equal the number of closed deals. Therefore, it is important to know how many leads are converted to have an objective picture of the effectiveness of the marketing strategy. In this post, we will focus on several ways of tracking phone conversions.

Google Ads

This tool is familiar to any marketer, as it provides them with essential features to learn the first tricks in advertising and to master their skills. Google Ads allows you to create advertisements and track their effectiveness. At the same time, it is possible to track the conversions from the calls received from a website, a mobile landing page, or an online ad. Furthermore, you can specify the length of a call as the conversion metric. If the conversation lasts less than a minute, it is unlikely to be a conversion. Therefore, marketers prefer to set 3 minutes or more.

However, Google Ads’ data is not accurate. First, tracking conversions from only one source is insufficient for general data. Second, even if a phone consultation lasts 4 minutes, it does not guarantee a sale.

Call tracking software

Exploiting a specialized call tracking service to monitor online and offline advertising campaigns is more effective in terms of its possibilities. There are different solutions available on the market. However, the following are the most important call tracking features:

  • Call analytics: it shows the source of the inbound call, the length of it, as well as the keywords that were mentioned and the customer journey.
  • Call recording: it allows marketers to carefully listen to the leads, fish out the things they are looking for in the product, and assess the agents’ performance.
  • Various attribution models: they give businesses more information about their marketing strategy.

Conversational intelligence

Conversational intelligence is based on machine learning and artificial intelligence. Therefore, it excludes any human mistakes. The voice recognition technology immediately identifies a good lead. Marketers can examine the data received and understand what makes leads convert. Conversational intelligence is the most robust tool for analyzing inbound calls.

Customer relationship management system

The necessity of using a CRM system in the B2C domain is obvious. The most popular CRM systems are HubSpot, Salesforce, Zoho, and others. They allow the marketing and sales departments to work together and think of ways to increase revenue. The data on inbound calls, closed deals, and contact details of leads is stored in one place and easily shared with all the participants. It helps to understand the process and reasons for conversions better.

Follow-up

Dialics provides its users with reliable call tracking software with various additional features. If you are looking for a tool to monitor your current advertising campaigns, do not hesitate to register. A free trial period enables users to test the functionality and make a final, well-thought-out decision.


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