Measure the contribution of the web to your telephone conversions
For many business models, online conversions represent only a small proportion of conversions compared to those made by telephone. Measuring the success of a campaign based on contact page views rarely gives an accurate picture of ROI. In this context, how to measure the effectiveness of a campaign if the conversion occurs at the end of the line?
Know that it is possible to measure the performance of each of your marketing efforts in number of calls generated thanks to the follow-up of telephone calls (call tracking). It is therefore possible to calculate the ROI of each campaign separately much more easily.
In this article, I will focus on how Ifbyphone's call tracking tool phone call tracking works and how it integrates with Google Analytics.
HOW IT WORKS?
The operation is very simple, first, you must create and configure your Ifbyphone account directly on the Ifbyphone website.
Each visitor will see a different phone number depending on their traffic source (direct, organic, referrer, CPC, campaigns, ad group, newsletter, banner, etc.)
When a visitor calls this number, the details of the call will be saved in your Ifbyphone account (phone number, date, time, duration, etc.) and since each number is assigned to a traffic source, you will be able to know what traffic source this person is coming from.
It is possible to track the performance of almost any traffic source (even down to the searched keyword). The more numbers you buy, the more sources you can follow.
WHAT DATA IS AVAILABLE?
Most companies specializing in "call tracking" offer the possibility of giving you several other metrics and services, in addition to the number of calls made from a source or the time spent on this call. Here is a small list:
- Speech Recognition
- Recording of telephone conversations
- Creation of virtual call centers
- Virtual receptionist
- Branch locator
- Respond to an online survey using the phone
- Audio conferencing
INTEGRATION WITH GOOGLE ANALYTICS
Integrating call tracking data with Google Analytics allows you to quickly compare the performance of your web campaigns with each other.
Each call generates a new visit, the traffic source of which will be identified as you will have previously done in your Ifbyphone account. (In the case below, the traffic source that indicates the call is from cpc is: Call cpc)
In the image above, the cpc source produced 21 online transactions vs 80 over the phone. Without “call tracking” it would have been impossible to measure the actual performance of this traffic source.
In an Ifbyphone account, the integration is relatively easy, all you have to do is give your GA account information and follow (tag) each source correctly. The information to be given is: The GA account number, the domain name of the site and define the parameters used to identify your campaigns (UTMs).
However, there are small precautions to take once the integration of Google Analytics is done.
Make sure to exclude call tracking campaigns from your main profile and create a new profile identical to your main profile including your call tracking campaigns. It is important to do this step, because each call made via a phone number that corresponds to a campaign adds a visit to your profile, which would cause a false increase in visits.
In short, “call tracking” allows you to better invest in your marketing campaigns by measuring their impact on the volume and quality of telephone calls received. However, if you decide to integrate your data into your Google Analytics account, make sure you understand the mechanics otherwise the results could be confusing.