July 19, 2018 Call Tracking

As the leader in call analytics for marketers for the past 11 years, we have received thousands of call tracking and conversation analytics questions through our website, in person, and of course over the phone. If you are looking to learn more about call tracking and analyzing voice interactions for marketing insights, we’ve compiled answers to some of the most common questions we get asked.

What Is Call Tracking?

Call tracking — also known as call analytics, call attribution, and call intelligence — is a form of marketing analytics technology. Fundamentally, call tracking solutions help businesses and agencies measure how their digital advertising, website, and offline marketing drive inbound calls and use what happens on the calls to determine call intent and outcome. Marketers can use insights from call tracking to optimize media spend and website performance to generate the highest number of qualified phone leads at the lowest CPL (cost per lead).

DialogTech's call tracking platform includes a customizable dashboard to provide you with actionable insights

How Does Call Tracking Work?

Call tracking works in one of two ways:

  1. 1-to-1 Call Tracking: A call tracking solution generates unique phone numbers you can assign to your offline ads, content, direct mail, or other marketing efforts. You can then track the call volume coming in to each of these unique numbers to understand the performance of each source.
  2. Dynamic Number Insertion (DNI): DNI works by placing a piece of JavaScript code on your website. Whenever someone visits your site, the code dynamically replaces the phone number on each page with a unique trackable phone number (or phone numbers, for websites listing multiple phone numbers on a page) tied to each visitor, how they found you, and their session. When they call, call tracking captures complete attribution data on the call and caller and makes it available for marketers to view in DialogTech reports. This technology is ideal for attributing calls from digital advertising, SEO, and website interactions.

Why Should I Use Call Tracking?

The results of digital advertising campaigns are easy to quantify — when everything is online. However, digital campaigns become murkier when inbound calls come into play. Many marketers struggle to connect the online and offline customer journey to not only prove the full ROI of their efforts, but to know how to best invest their marketing budget to generate the most customers at the lowest CPL. This is especially problematic in industries where calls are the most effective revenue generator.

By tracking calls and conversations from each marketing channel, you can understand the full results of your campaigns and optimize your spend to drive more conversions at a lower cost. You can also more accurately determine the next best actions for caller — such as what (if any) retargeting or lookalike campaign to put them in.  

Is it Possible to See Analytics on Callers at the Time of the Call?

The short answer: yes. Some call analytics solutions can pass information on the caller and marketing source that drove the call to the location or agent before connecting them in conversation. Knowing a caller’s online activity before a call helps agents deliver a more seamless experience and tailor the conversation to win the sale. This information is usually provided in one of two ways:

  1. On your laptop or desktop: For agents in front of their computers, data on each inbound call can be displayed in a pop-up on their monitors. If your business uses a CRM system like Salesforce or a call center solution like Genesys or Amazon Connect, that data can be displayed within those platforms as well.
  2. Via an audible voice message: For agents at store locations, working remotely, or answering calls away from their laptops, information on the call can be relayed via an automated whisper message. The message can also ask agents if they want to accept the call before being connected in conversation.

Can I Integrate Call Tracking Data with Google Analytics?

Yes. You can also integrate your call tracking with other popular solutions like Google Analytics, DoubleClick, Salesforce, Facebook, Adobe Experience Cloud, Genesys, and more. Adding call data to those platforms enables them to measure and optimize the entire customer journey — online and over the phone — which significantly increases their effectiveness and value to marketers.

DialogTech's call tracking solution integrates directly with Google Analytics to show the calls your campaigns drove

What Is Conversation Analytics?

Conversation analytics is an important piece of the call analytics puzzle — marketers should understand what happens on calls to accurately measure the intent of the caller, what they asked on the call, the final outcome of the conversation, and the performance of the location or agent who answered it. Conversation analytics provides marketers that data for every inbound call.  

Conversation analytics provides deeper data than call tracking alone. Marketers can use it to understand what customers are saying on the call channel.

How Does Conversation Analytics Work?

You can record and listen to calls, of course, but that just isn’t feasible for most marketers. So innovative brands and agencies usually use one of the following technologies to analyze conversations:

  1. Call Transcriptions with Keyword Spotting: Call transcriptions paired with keyword spotting technology can begin to automate the analysis of what happens on calls to your locations or agents. Keyword spotting analyzes transcriptions to pinpoint conversations where words you designate as important — “appointment,” “pricing,” or “wrong number,” for example — are spoken (or not) by the caller or by the agent, depending on what you want to learn. You can then view a list of all the calls and drill into specific ones and access the recordings and transcriptions for more insights.
  2. AI and Machine Learning: To truly automate the analysis of voice interactions at scale, marketers at business of all sizes use artificial intelligence (AI) and machine learning. AI analyzes the entire context of calls for you — from the marketing interaction that generated it to the conversation itself and its outcome — to classify interactions, detect new opportunities and issues, and uncover actionable insights that are otherwise impossible to obtain manually. The insights are presented in easy-to-understand reports that show marketers the intent and sentiment of the caller, the quality of the lead, the outcome of the call, the reasons for that outcome, and much more. Businesses and agencies can use those insights to accurately measure marketing ROI, build better customer profiles, personalize experiences, optimize marketing and sales performance, and ultimately generate more customers and revenue.

In addition to standard call tracking data, marketers can use conversation analytics to see lead score, conversion rate, location performance, and other KPIs.

What Industries Should Use Call Tracking and Conversation Analytics?

Any industry that relies on inbound calls to acquire customers. Examples include automotive, home services, B2B, technology, financial services, e-commerce, healthcare, franchises, higher education, insurance, travel and hospitality, senior living, retail, lead generation, direct response, real estate, and more.

Industries like automotive, insurance, financial services, education, travel, retail, health care, senior care, home services, telecom, and real estate can benefit from call tracking

What Questions Should I Ask When Evaluating Call Tracking Providers?

Many providers offer basic, bare bones call tracking solutions. However, you should look deeper to determine which provider will truly add the most value. Here are some important questions to ask call tracking providers:

  • Does the call tracking solution support toll-free, local, and international phone numbers?
  • Does the call tracking solution provide keyword-level and website clickpath attribution?
  • Can the call tracking solution track calls from multiple phone numbers on a single web page (such as a Find a Location webpage)?
  • How big a pool of phone numbers does the call tracking solution require to give you the data you need?
  • Does the call tracking solution integrate with all the marketing and sales tools and digital ad platforms your business uses?
  • Can the call tracking solution record and transcribe conversations?
  • How accurate are the transcriptions?
  • Does the call tracking solution enable you to analyze conversations based on factors important to your marketing, such as what words the caller or agent said?
  • Does the call tracking solution provide AI and machine-learning technology that can do the analytics for you?

To learn more about call tracking and conversation analytics, download our Big Book of Call Tracking Success Stories.

Still have questions? Want to learn how a call tracking and conversation analytics solution can optimize your marketing ROI? Download our Big Book of Call Tracking Success Stories.

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About the author:

Derek Andersen

Copywriter, DialogTech

Derek is a copywriter at DialogTech. He graduated from Illinois Wesleyan University with a degree in Marketing and Creative Writing. He enjoys running, playing guitar, and staying up to speed on the latest news in marketing and technology.

See more posts by Derek Andersen

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