Few activities in business are done just for the hell of it. The drive for profitability means most business activities should deliver a return on investment (ROI). This is no less true of the effectiveness of online advertising and promotion.
As more and more people move into the digital economy the need to accurately measure and analyse a company’s online promotion investment increases in importance.
Over the years advertisers have grappled with ways to measure effectiveness through various tracking methods that fell under the broad banner of response measurement. This entailed tracking through devices such as coupons, codes associated with orders and more recently landing pages.
Today the effectiveness of a company’s online promotions can be tracked as never before thanks to the fact that it is well, online.
It can be accurately measured by analysing information gathered by the devices used to view the advert or website in the first place namely, PCs, tablets or smartphones.
Enter call tracking software. These applications allow information to be recorded about incoming telephone calls that can be used for a variety of tracking and diagnostic purposes.
How they work
The software allows you to place a dynamic tracking code on your website to allow your business phone number to update to the correct tracking number based on how a visitor found your site.
When calls are received, you will instantly see them in the call log and know valuable information about that caller so you can make the perfect pitch.
The software makes it easy to set up the call tracking numbers ready to be added to online and offline advertisements.
Once the tracking number is assigned to each campaign to be tracked, you can match the calls made back to the campaign to allow each call to be measured and reported upon.
Calls can be traced from anywhere including pay per click campaigns, social media and websites. This can be done from an unlimited number of phone extensions so that you could conceivably assign a different extension for each distinct campaign – particularly handy for companies with multiple products and distinct campaigns.
The software enables extensive reporting on parameters such as who called; how they found you; patterns in call timing; patterns in caller location; keywords leading to calls; landing pages leading to calls; how each of your customer service representatives are performing on calls; and even the ROI on your advertising costs for each of your campaigns.
Pretty powerful stuff!
Business benefits
With so much information now being captured from each call, businesses can then apply the knowledge right across their operations.
But perhaps the most obvious benefit is the ability to track the effectiveness of advertising both online and offline.
The software usually features an easy to interpret dashboard that gives you at-a-glance information not only where the caller came across your advertisement but also models the ROI of the respective campaigns you’ve undertaken. For example, the reporting includes information on:
- Calls by source
- Average call duration by source
- Visits by source
- New vs repeat calls
- Repeat calls by source
- New vs returning visitors
This takes advertising measurement to a whole new level of accuracy and enables far more granular analysis, reporting and planning capabilities for your business .
Fatpublisher provides advice on Website Call Tracking to our clients. If you are interested in finding out about our Website Call Tracking servicess, please contact us.
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