Traffic Sources: Description and Optimization

Updated 6 months ago

In marketing and advertising, traffic sources refer to various channels or platforms through which users come to a website or interact with content. These sources can include search engines, social networks, advertising campaigns, emails, and other channels. Analyzing traffic sources allows marketers to understand where the audience is coming from, evaluate the effectiveness of different channels, and optimize promotion strategies.

Traffic Sources in Dialics

In Dialics, traffic sources determine where the calls come from. For example, you place an ad on Google with one phone number and a billboard ad with a different phone number. When calls come in, you can accurately define from which advertising source they originated. This allows you to understand the effectiveness of your traffic sources. If you use the same phone number across all sources, you would constantly need to ask callers where they learned about you.

Before we talk about traffic sources, it's worth noting that the full functionality of traffic sources is revealed in conjunction with the dynamic number insertion feature.

The use of traffic sources is possible in three scenarios:

  1. Not using traffic sources at all: This is the worst option as you would miss out on valuable data for tracking your leads.
  2. Creating traffic sources and assigning numbers without DNI: In this case, you create traffic sources and assign them to phone numbers without using DNI. While better than not using traffic sources, it's still not ideal.
  3. Using traffic sources with DNI functionality: This is the optimal choice. Utilizing traffic sources in conjunction with Dynamic Number Insertion (DNI) functionality allows you to gain maximum benefits for tracking your leads.

For a more detailed explanation of how traffic sources and DNI interact, you can refer to this article.

In Dialics, a Traffic Source allows you to collect various data about the caller. For instance, information about the advertising campaign they came from, click identifier, gender, age, and various other details that you can view in your traffic source history when running advertising.

Creating Traffic Sources

To create a Traffic Source, you need to go to the Traffic Sources section, click on the "Create" button, and then choose either a template or create a custom source by selecting the corresponding option. When creating a traffic source from a template, various parameters used in this traffic source by default will be automatically filled in.

Set up Parameters

The parameters table allows you to specify which data about the caller you want to collect in the system. Typically, this includes data such as click identifier and advertising campaign identifier, as these details can help you understand which specific click and banner led to a particular call.

  • Name - it represents the name of the parameter.
  • Parameter - it refers to the code of the parameter, which should correspond to the parameter in the URL where the Traffic Sources number is displayed.
  • Status - it allows you to enable or disable the parameter.(In case you don't want to collect a certain parameter at the moment but don't want to delete it either).
  • Action - you can delete the parameter from the table.

Passing Conversion into to Traffic Source

The Traffic Source postback URL allows the utilization of a postback URL, that is the actual URL that gets triggered when the designated event type occurs.

In the background, the system follows this link and includes all parameters to be passed on to a third party, typically an advertising network.

For example, a URL like:

will be transformed into:

The placeholder {click_id} will be replaced with the actual value "sdfFj746Fdkfj".

In the call log events, you can see the URL that was generated and sent.

This functionality is very useful when you need to analyze the data from your advertising network to optimize your campaigns. You can easily determine which traffic source generates the most quality calls and disable the unproductive resources.

Optimizing Campaigns

To analyze and optimize advertising campaigns, Traffic Sources networks are attached to tracking numbers in the campaign.

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