{"id":134578,"date":"2019-07-26T16:44:07","date_gmt":"2019-07-26T16:44:07","guid":{"rendered":"https:\/\/www.searchenginewatch.com\/?p=134578"},"modified":"2020-02-13T17:28:16","modified_gmt":"2020-02-13T17:28:16","slug":"guide-call-tracking","status":"publish","type":"post","link":"https:\/\/searchenginewatch.com\/2019\/07\/26\/guide-call-tracking\/","title":{"rendered":"Guide to call tracking and the power of AI for analyzing phone data"},"content":{"rendered":"

Invoca, an AI-powered call tracking platform, published their Call Tracking Study Guide<\/a> in March of this year. The in-depth guide demystifies call tracking technology and reviews how call tracking tools help marketers connect digital campaign data to inbound customer phone calls.<\/strong><\/p>\n

Call tracking is a powerful way for marketers to understand exactly where phone calls are coming from with granularity that, for the most robust tools<\/a>, can extend down to the keyword<\/a> level. This data helps reveal what platforms, publishers, keywords<\/a>, and channels drive high-intent customers<\/a> to call and can help marketers create a more informed media allocation strategy.\u00a0<\/span><\/p>\n

Content<\/a> produced in collaboration with <\/span><\/i>Invoca<\/span><\/i><\/a>.<\/span><\/i><\/p>\n

Call tracking 101: A brief introduction<\/strong><\/h2>\n

Invoca uses a snippet of JavaScript code placed on your website to track calls. After the code snippet is placed on the landing page<\/a>, it swaps out your standard business phone number with a trackable, dynamic phone number which is unique to each website visitor.\u00a0<\/span><\/p>\n

The tag also captures various referrer elements such as utm source, medium, paid search<\/a> keyword and Google click ID\u2014this is what enables Invoca to connect user data to phone calls.<\/span><\/p>\n

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Example of dynamic tracking phone numbers on a landing page\u2014source: Invoca<\/em><\/p>\n

When the tracking number is called, the platform can also route the caller to the appropriate person or call center depending on what marketing content they are viewing, reducing time on hold and call transfers. Data is collected based on the specific call number which can include caller information, keyword, referrer type (e.g., banner ad, search ad, or social media ad) and referral source (e.g., Google, Facebook, etc.) which can also be used to inform the call center and create a highly personalized experience for the caller.<\/span><\/p>\n

Not all call tracking tools are created equal<\/strong><\/h2>\n

There is a large selection of call tracking tools on the market that range from basic to advanced in terms of features and functionality.\u00a0<\/span><\/p>\n

Basic tools provide limited data to marketers, but they ignore the larger customer journey and tend to focus on last-touch attribution (e.g., making it difficult or impossible to determine where the call came from).<\/span><\/p>\n

Some metrics a basic tool might track include:<\/span><\/p>\n