Call tracking traces an incoming call’s source through manual recordkeeping or automatically with more robust call management tools. This process then provides insights like which online or offline ads are generating calls so you can measure advertising metrics by channel or personalize caller interactions. In addition, call tracking features in voice-over-internet-protocol (VoIP) phone systems also provide you with a caller’s name, location, and phone number.
How to Track Calls
One way to incorporate call tracking into your lead generation process is to simply ask customers how they found out about you during a live call, but another way is to associate unique 800 numbers with specific marketing and advertising channels or campaigns. Then, when a caller dials the phone number, your company can then verify the source manually or through call tracking software.
It is worth noting that manual call tracking processes are labor-intensive. This method also requires your business to buy additional toll-free numbers from your VoIP provider, and then use billing records to determine how many calls stemmed from a channel or campaign.
Call tracking software saves you time by eliminating the need to manually record or review data. Incoming calls first pass through the call tracking provider’s software, which matches the phone number to a campaign and collects caller information. The call is then routed to your business, according to your call forwarding rules. This all occurs within seconds and isn’t noticeable to the caller.
Some phone call tracking software may also give you the ability to add a line of code to your website to make it easier to trace calls generated from the contact forms on specific landing pages. This is known as dynamic number insertion (DNI), and it allows you to monitor the effectiveness of channels without needing unique 800 numbers.
Call Tracking Pros & Cons
| PROS | CONS |
|---|---|
| Gives real-time insights about callers and their history of brand interactions | Plans can get pricey, depending on desired features and call volume |
| Helps companies monitor the effectiveness of marketing campaigns and attribute inbound calls to specific efforts | Brick-and-mortar stores using multiple phone numbers risk confusing local shoppers |
| Realize a quicker return on investment by prioritizing the advertising channels generating the most calls | Companies must update campaign assets and numbers frequently to ensure accurate call tracking data |
Call Tracking Software Providers
Call tracking providers offer subscription plans and pay-per-use options. Although features vary by service, most phone tracking systems support offline and online tracking. Below we’ve listed our top three call tracking providers. Check out our call tracking software buyer’s guide to explore more call tracking systems.
CallRail
CallRail is an excellent option for small businesses thanks to its affordable plans and easy-to-use tools. All packages include free call recording, call routing, and spam detection. CallRail supports manual or automated call scoring, depending on the plan, along with call and text tracking and attribution.
Unlike call tracking software providers that don’t include phone numbers, CallRail includes 10 free phone numbers, 500 minutes, and 100 text messages per month on all plans. However, there is an additional fee for toll-free numbers. Plans start at $45 per month, and CallRail offers a 14-day free trial with no credit card needed.
CallTrackingMetrics
CallTrackingMetrics can be more expensive than CallRail because the subscription doesn’t include phone numbers, call minutes, or text messages. All paid packages include call recording, call whisper, and call routing. In addition, the service supports bulk text message campaigns. Unlike CallRail, CallTrackingMetrics plans don’t have spam detection, but it is available as an add-on feature.
Call tracking plans start at $39 per month, or $36 per month when paid annually. All packages include one free month. Local numbers cost $2.50 per month and 3.8 cents to 4.5 cents per minute, while toll-free numbers are $3.50 and cost 5.8 cents to 6.5 cents per minute.
Convirza
Convirza is call tracking software that offers a unique pay-as-you-go plan with no monthly subscription costs. All paid and free plans include call recording, call whisper, call routing, and manual scorecards. However, it doesn’t provide spam detection.
The free plan charges $4 per local or toll-free number and 8 cents per minute. Although paid packages don’t include free phone numbers or minutes like CallRail, they provide the lowest per-minute and per-text pricing of the three providers. Additionally, Convirza offers a 21-day free trial with no credit card required.
How to Use Trackable Numbers & Call Tracking Software
Although VoIP business phone features may include call tracking, it’s typically limited to manual processes like scanning call logs and matching incoming calls to marketing campaigns. In comparison, call tracking software automatically traces the call source before routing it to your phone service.
Call tracking software also provides a convenient online dashboard showing real-time and historical data about inbound calls and how they relate to your advertisements or campaigns. Plus, tracking tools support digital and print marketing objectives, and enable agents to personalize experiences for inbound callers.
Improve Digital & Print Marketing Efforts
Advertising with Google Ads, Facebook, and other digital outlets is expensive. While website and digital ad analytics show metrics like click-through rates and views, it’s harder to monitor how those assets convert for phone calls or text messages.
You can use call tracking tools to determine which keywords or ads bring incoming calls or texts. From there, you can identify associated call revenue and use the data to calculate your return on ad spend. By focusing on high-converting keywords and campaigns, you can reduce the cost of customer acquisition and call per action (CPA) while also increasing the number of leads coming in to your business.
Enhance Customer Profiles & Personas
Phone tracking tools like Convirza integrate with customer relationship management (CRM) platforms and sales software. You can develop caller profiles from initial interactions and add data to the account each time new interactions or communications happen. This is especially useful if your business has long sales cycles.
You can also use data about a caller’s location and the campaign they responded to when updating your customer personas. For instance, call analytics offer insights into behavioral shifts and preferences. By keeping track of changes, you can quickly adjust your marketing and advertising campaigns accordingly.
Personalize Caller Experiences
By combining call tracking software with call routing rules, you can also improve inbound caller experiences. For starters, solutions that integrate with business phone systems may support skills-based or location-based call routing. Instead of making callers listen to an automated menu, call tracking software automatically sends them to the appropriate agent in your business.
Plus, your agents can access details about the caller and previous interactions before they pick up the call. Services like Convirza and CallTrackingMetrics also provide a call whisper feature. Call whisper tools guide agents during a call with visual or audio messages.
Frequently Asked Questions (FAQs)
What industries should use a call tracking solution?
Any industry that uses digital, print, and other outside advertising to increase inbound calls can benefit from call tracking services. Indeed, monitoring the source of calls helps businesses improve their marketing return on investment. Call tracking is especially popular in sectors like healthcare, insurance, digital marketing, and financial services.
Does call tracking work with softphones & desk phones?
Although call tracking typically works with softphone or desk phones, some providers only provide softphone support in upper-tier plans, albeit with lower per-minute fees. If you want calls forwarded to softphones, check with your call tracking provider to ensure this feature is included with your monthly plan.
How many numbers do I need?
You need at least one phone number per offline medium, such as billboards or radio advertisements. For online channels, like Google AdWords, call tracking providers recommend basing the number of phone numbers on how many visitors come to your website daily from the source. For example, if 40 people arrive at your website via a Google Ad link daily, CallTrackingMetrics.com recommends that you assign two phone numbers to that channel (one number for every 20 people)
Bottom Line
Understanding which campaigns and ads drive calls and conversions is essential for both ecommerce and brick-and-mortar businesses. However, manually tracking calls is time-consuming and prone to error. Call tracking software provides real-time caller data while summing up insights in a convenient, easy-to-use dashboard.
Companies looking for call tracking software should consider CallRail. It offers affordable plans with free phone numbers and minutes, so you won’t be caught off-guard by unexpected charges. Explore CallRail plan features or sign up for a free trial.
