Only 24% of customers prefer to contact a business online; 65% would rather phone.
For digital marketers, combining data for both online web-based conversions and offline call conversions is more important than ever in the present digital era. Businesses must be provided with a crystal-clear picture of how effective their advertising is.
You can discover the following information from call monitoring, attribution, and reporting:
- what search phrases are generating calls.
- which online advertising channels are profitable for your business.
- Increase ROI by learning more about the effectiveness of your campaign.
- To use call monitoring and reporting to enhance your marketing strategy, you must have a firm grasp of the metrics necessary to gauge and maximize campaign effectiveness.
Key KPIs to focus on.
Message Source
You can select where to focus your marketing efforts by knowing which campaigns and advertisements produce the most phone calls.
How precisely can you discover this information, though, if the same phone number is provided on your website, in publications, on social media, in local directories, in advertisements, and on landing pages?
If you want to be sure that your Google Adwords call monitoring and reporting plan is successful, you should use unique tracking numbers to advertise in various channels. You should use dynamic phone numbers rather than a static monitoring number to track internet activity.
Look at the detailed information for the called number to find out which of your advertising channels is generating the most calls.
Dynamic Variety Insertion (DNI) has a number of advantages over conventional static phone numbers, including the following:
A simple setup allows for easy tracking of each campaign’s results.
Users using dynamic phone numbers are automatically assigned a tracking number based on their online behavior and the advertisement they clicked to access your website.
Linking the customer’s online journey to the customer’s offline phone call and integrating this data into Google Analytics or other systems to overlay phone call leads and online leads can improve campaign success and return on investment.
Amount of calls
By monitoring your call volume, you can gather attribution information and identify which advertising are primarily to blame for phone calls. Additionally, it gives you access to immediate information that will help you understand your ROI.
Call volume reports offer helpful call trends, which are just as important as information on website visitors.
These still show if advertising channels are effective or ineffective even though they don’t explicitly show how much money is being made!
Call volume is a wonderful measure to use to assess the effectiveness of your PPC and SEO operations.
For instance, you recently added some optimization strategies to your Google My Business listing. You may finish this listing by filling out the company information areas, responding to some reviews, and uploading new photographs for your business.
How will you know if your efforts were effective?
Pay close attention to these numbers:
- view searches different map views.
- view pictures
- which search terms led people to your business.
- visitors to your website
Monitoring your call volumes will allow you to get measurements of the growth in the total percentage increase of inbound calls from your dedicated Google My Business (GMB) tracking number.
Now that these Google My Business adjustments have been made, you may assess their effects and set new goals for your business’s growth.
Duration of Call
Even if your calls are being answered, paying close attention to call duration will help you distinguish them.
What happens if most of the 50 calls you receive each day are brief—less than a minute?
If you speak with your leads and opportunities over the phone for a longer period of time, they are more likely to become customers.
After all, why would someone pick up the phone and call your business if they weren’t interested in your products or services?
The best lead you might hope for is a buyer that calls you after doing their homework. Because of the effort put out by all of your marketing attempts, they called (SEO, social, PPC, display advertising, and remarketing). Make sure you leave a good impression.
You can examine call duration statistics to learn how long each call lasts, which advertisements are leading to the most phone calls, and how to improve your phone manners.
How would you answer the phone?
Your PPC advertising might result in a large number of calls and seem to be successful. However, by not returning these calls, your business may be missing out on significant revenue opportunities.
Your customers are prepared to contact now that they have finished all of their online research, chosen your brand, and are done. They want you to treat them with the same level of professionalism you would exhibit while communicating with them online, or at the very least, they expect you to return their call.
If your business is a local plumber and you want to understand how much money you might be losing out on, you could look at your average cost per sale.
If you knew your average cost per transaction was $800 and that one out of every four calls resulted in a sale, every call you don’t take into your firm may be worth an extra $200.
A weekly average of 20 missed calls might result in $4,000 in lost income for your business.
Make sure you have policies and follow-up procedures with missed call email alerts and SMS notifications so that you can make sure you’re getting in touch with these prospects again and keeping these opportunities alive.
Timing of Phone Calls
One of the most helpful call tracking indicators is understanding the time and day of your calls and which is delivering the best percentage of conversions.
Whatever services or products you offer, any advertising campaigns should utilise this information. especially if you track your incoming calls with PPC agencies.
It is clear that call frequency and time of day are related. When you know that your audience is ready to interact with your business, you can use this facts to better understand your PPC adverts and boost your bid volume.
Think about the situation when your client is a local auto repair shop.
When you keep an eye on the important call monitoring metrics at the beginning of your campaigns, you are likely to witness an increase in call spikes early on Monday mornings when people are trying to schedule their car for a servicing.
The best course of action would be to increase your advertising budget and spend more actively in the morning when your clients are trying to schedule a service before heading out to work or getting ready for the day. The funds during the middle of the week and in the afternoons would then be cut.
You may consider including some special offers or changing the wording in your ads to appeal to a different market on days when there is less traffic.
Brand-new dials
A new caller is someone who calls your business for the first time. This group is an essential part of your company’s target audience because it stands in for potential new customers.
Consider separating caller information from caller history. Smart tags let you separate and send only the most recent caller information into Google Analytics, improving the quality of your analysis.
By isolating new callers, you may evaluate the online path they took on your website and understand specific behaviors like the websites they visited before calling you.
In order to increase phone conversion, you can utilize this information to determine which pages on your website are converting well and which ones may be improved or potentially benefit from better call to actions. You can go back and enhance the content and SEO of these pages, which will help your marketing strategy.
You might even begin implementing smart routing technologies to send incoming callers to certain agents or departments within your business in order to provide them with the greatest experience possible and guarantee that they immediately connect with the appropriate person.
Landing Page Performance
When a customer clicks on an advertisement and arrives at your PPC landing page, they frequently have two options for getting in touch with you:
starting a live chat with your chatbot or live chat representative after submitting a contact form.
Pick up the phone and dial.
If you don’t report for Google Ads, your PPC conversion rate will appear much lower than it actually is.
If you are only keeping track of statistics on the number of your web leads, you are missing out on a lot of data that will help you better your marketing strategy. Campaign optimization will also be impacted by the loss of funding from keywords or campaigns that are producing high-converting phone calls but no online leads.
Customer satisfaction
Companies are investing more in their sales cycles and funnels. They are aware that a customer’s search for the brand entails a journey that goes much beyond a simple phone call.
Prospects will do all of their homework online before deciding to speak with sales, examining your website, social media pages, and reviews from other websites.
It’s imperative for marketers to keep track of and fully understand each touch point that took place prior to the incoming call:
entered as keywords in search engines.
the form of advertisement and where the click came from.
The customer looked at a number of internet pages before dialing a number.
the customer’s previous online usage before phoning. Did they specifically click on a Facebook ad, immediately enter your website’s URL, return via a Google ad, and then phone you after visiting? If your Google Adwords campaign does not include call tracking and reporting, you will be overlooking this important data.
This state-of-the-art technology allows you to identify which marketing tactics are most effective in guiding potential buyers farther down the sales funnel.
Your preferred tracking metrics
When deciding which metrics are most crucial to track, take into account your company’s size as well as your marketing goals.
Small businesses often create 5 dynamic phone numbers to track their social networks, Google Ads, organic traffic, and direct visitors. The numbers are dynamically inserted into the webpage using java script that is fired within Google TagManager or directly on the website.
Thanks to cookies in the user’s browser, which enhance call attribution and call modeling, the visitor will see the same phone number each time they contact your business online.
Small businesses also utilize Google My Business, and to track call volumes and outcomes from this source, they add a static phone number.
In summary
More figures are often required for larger companies that employ more complicated marketing funnels. Connecting this data to their CRMs and reporting systems will provide them the finest understanding of call monitoring and enable them to calculate their ROI more precisely.
In conclusion, the most crucial factors you should be measuring to ascertain the genuine impact of your call tracking technique are the time and day of calls, call volume, and call source.
Integrating call reporting and data into your CRM systems and third-party platforms is the ideal way to deliver comprehensive marketing solutions, where all conversions must be accurately tracked.
