Call-tracking software

Phone tracking is a method of monitoring success of advertising. It is based on the technical ability to measure the behavior of callers and thus corresponds in telephony conversion tracking used on the Internet. Both methods offer the possibility to assign a unique customer response a particular advertising medium on different channels.

Methods

For the phone - tracking, there are currently two technical methods. In addition to an exclusively web-based function, it is possible to interpret numbers using a telephone server solution. In addition, there are some software vendors that support the advertisers phone tracking.

Callback function

The callback function is entirely web-based. Here, the Internet users are on the advertising of a driving company's website to a telephone number at which he would be called back. Once the user confirms the connection request by a mouse click, the underlying technology automatically provides a telephone conversation between the advertiser and the prospective buyers.

At the same time is saved using a cookie, which online advertising has led to phone success. As a web-based service, this method is limited to advertising on the Internet.

Tracking numbers

In contrast to the callback method, the tracking numbers does not include web-based functions, but is based on a telephone server solution. Here the advertisers will be provided a variety of service numbers for the customer feedback available generally, but also landline numbers can be used. In this way, each print ad, every online banners and any other promotional material as a response element communicates an individual phone number.

Gets an interested one of the issued service numbers, the call is routed through the telephone server for businesses and measured by the number used, due to which advertising medium is the target customer contact. Similarly, is always displayed exactly the keyword in search engine marketing that triggered the ad and allow the customer came to the site. Due to the simultaneous analysis of phone calls and assignment of the service numbers for the individual advertising this method of phone - tracking also overcomes the media fraction of traditional advertising, online marketing or public relations measures for telephony.

Software for phone tracking

The media fraction described above between offline and online advertising can be solved by a special tracking software. There are vendors of tracking systems (ie, the sequence of clicks up to conversion ) measure the User Journey and conversion chain across all advertising channels. However, most systems are limited to the online sector and neglect the advertising contacts in the offline world, and thus important parts of the User Journey. It could be, for example, that a user first clicks on a banner ad or a Google Adwords ad and get to the website of the online stores. Then he makes a call, are the shop URL in the Internet before he finally buys. The offline channels such as telephony are not reflected in standard web tracking it.

There are already a few providers of tracking systems which take account of the phone as a response element on marketing activities. A special phone tracking tool provides support here. The operator of the site such as an online store, this initially binds a Javascript code on his side. Click a user on an ad, a cookie is assigned to him. The user will then be displayed on the website by the Javascript code a dynamic telephone number. When the user dials the number, the incoming call is assigned to exactly the user and the last clicked advertising material by means of a server - to-server connection between the phone tracking software and the telephone service provider.

In Google Adwords is being tested on the U.S. market Adwords call metrics. This new feature for the Google advertising display system offers the opportunity to provide a free service number or a local phone number available that will appear in the ads AdWords.

Areas of application

Especially in high-priced, consultancy-intensive products, such as cars or insurance, frequently questions by phone. The calls will find it relatively far at the end of the chain instead of click and speed up the buying process even in some cases. In order to assign these calls and the revenue generated correctly about the advertising channel, the phone tracking plays an important role. Moreover, the importance of the call can be represented in the purchase chain and its position can be determined. If one takes, for example conversion chains that involve a call, it turns out that this is usually just before the sales. At the same time it can be determined whether the cart tends to be higher if the customer has previously called or whether the conversion chain is shorter when a call is holding, since the purchase safety is enhanced by the customer. These and other analyzes are possible using a phone tracking, and lead to a new rating of the channel telephone, making the marketing efforts in this area.

In the field of search advertising from Google Adwords, the phone tracking assign the calls down to the keyword level. This information can be used for campaign management by, for example, the cost per click bid for keywords with high call rate is increased. A bid management system can automate this work and perform with high statistical accuracy and optimize according to individual cost-per -call targets. In order to optimize on cost-per -call or ROI goals, the connection to a bid management system is needed.

Benefit

New ways of using a phone tracking, opening up for the Marketing Manager on the performance of online marketing. So far, interrupted or ended a phone contact the click chain, so that in principle, a correct cost - per-order could be calculated. This hurdle the media gap is eliminated with the phone tracking. In addition, this tracking method solves the problem of assigning proper telephone orders. First profit online retailer of the new technology. You get a clear insight into the interplay of online channels and the phone. If these sales would not include, the CPO would be significantly higher and the relevant terms would be possibly classified as unprofitable.

In addition, agencies can use the phone tracking to expel the advertising success of their marketing efforts to their customers in the phone section. So far could not explain agencies if a buyer called and bought because of a banner ad.

Confines

Despite some advantages also phone tracking is reaching its limits. To each call assign a keyword, it is necessary, for example, a correspondingly large number of telephone numbers. With around 3 million page impressions per month with a number block of 500 phone numbers can be measured about 45 minutes down to the keyword level. With a higher number of impressions the phone tracking is indeed still possible, but is blurred because the telephone numbers will be issued only on an ad group or campaign level. With appropriate distribution of the numbers can at least still being analyzed, the means by which ad or campaign the user last clicked.

Another drawback for many clients stems from the lack of memorability of the displayed numbers. Many regular customers retain the number one provider in the memory. The automatically generated numbers could deter those users. The problem can be avoided by, for example, only to customers who arrive via Google Adwords ads on the page, individual numbers are assigned.

Another obstacle in the use of the phone tracking cookies set dar. If a user deletes them or does not allow the tracking is ineffective: it can be no assignment of the call more.

Provider of phone tracking

• IntelliAd phone tracking
• Ranking check
• Adconverse
• Google Adwords Call Metrics