Call tracking gives you the ability to trace a call’s source and determine where it came from. Businesses can use phone call tracking as an especially helpful tool in terms of lead nurturing; it is easier to see which advertising methods are working the best and which outlets your clients are using to contact you.
How Call Tracking Works
Though it seems complex, the process used to call track calls by hand is relatively simple, but can be labor-intensive as it does require lots of document review and data entry. To do it, a business must first assign a unique 800 number to a particular marketing campaign. The business phone provider used to establish the 800 number then provides the business with a record of all the calls placed to that number as part of its billing records.
Depending on where the unique 800 number was advertised, this allows businesses to collect the following:
- The incoming call’s source, such as a Facebook ad or a Google search
- Call log details, such as time and date of the call, duration, and so on
- Information about the caller, like area code, location, name, and telephone number
If you would prefer to avoid the manual data entry, there is also software which can be used with business phone systems to automatically log details about the call before routing it to a preset extension. This software saves you from having to scroll through complicated billing records and gives your business more real-time information about your incoming calls and the success of a marketing campaign.
That said, a business phone system powered by voice-over-internet-protocol (VoIP) technology has a number of standard features you can use to gain information about who is calling you and agent performance without the need for third-party software. To learn more about common functionality, visit our guide on VoIP business phone features.
Call Tracking Providers
There are many different providers that deliver excellent automated call tracking services, but we chose three of our favorites. You can read a full list by checking out our call tracking software buyer’s guide.
CallRail
CallRail is a full-service tracking system that offers more than simply phone call tracking, which means that businesses of all sizes can make use of its software. You can choose from four different service tiers that range in price from $45 monthly for call tracking to $145 for a complete analytics suite. Some of CallRail’s most useful features include offline call tracking, email summary reports, and call recording as well as transcriptions.
CallTrackingMetrics
CallTrackingMetrics is another service that offers many different options for business metrics, not only call tracking. There are four service tiers that range between $35 and $300 monthly, or you can customize your plan by building one from the ground up. CallTrackingMetrics also integrates with services like Zendesk and Google, making it a great option for businesses that frequently make use of additional apps during the day.
Convirza
Companies that are small or large can benefit from Convirza’s call tracking software. It offers three packages that fall into a Goldilocks Zone of sorts; there’s a small plan for startups and small businesses; a professional plan for larger companies; and a custom plan to build one just right for you. The starter package starts at $29 per month, while the professional package starts at $199 per month.
How to Use Trackable Numbers & Call Tracking Software
You might automatically associate call tracking with simply looking up a telephone number on Google and dialing it, but in reality, the background process of call tracking is much more complex. There are ways to track calls through all different kinds of marketing campaigns, and you can find out how customers were directed to your business without needing to ask them.
Digital Marketing
Most businesses rely heavily on digital marketing, which can mean Google searches, a business website, social media posts, and so forth. When you see a business telephone number listed online, this number is associated with a small bit of code (usually a JavaScript tracking widget). Any time a caller dials that telephone number, the tracking code recognizes it as a caller from a digital source and records it as such.
Print Ads
It might surprise you to learn that billboards, magazines, and other kinds of print ads work very much the same as digital marketing. Each marketing campaign is associated with a corresponding telephone number, so all print ads will have a different 800 number associated with them than digital marketing and other formats. With call tracking software, you can still glean valuable information through print ads even if there is no Google search or search engine optimization (SEO) associated with the call.
Media Marketing
Watching a TV commercial or hearing a radio ad with a business telephone number is, again, identical to how digital and print call tracking works. The telephone number that you call from a radio or television commercial will follow the same algorithm behind the scenes, integrating with your call tracking software and alerting you of how the customer found you.
Call Tracking Pros & Cons
Call Tracking Pros | Call Tracking Cons |
|---|---|
Gain insight: Learn about your typical customer, where they are located, and what kind of marketing campaign they are calling from. | Multiple numbers: A pro and a con, multiple numbers can make things overly complex for some businesses. |
Measure effectiveness: Analytics show you how effective your marketing techniques are for reaching clients. | Paid service: Understand what kind of budget you have to spend on a call tracking software first. |
Save money: The more you know what works in terms of advertising, the less money you spend on what doesn’t. | Must update frequently: Marketing campaigns that have ended should have updated phone numbers for the most accurate phone tracking results. |
Frequently Asked Questions (FAQs)
Does the caller know they are being transferred to a third-party number?
No. Call tracking software will automatically transfer callers without their knowledge.
Am I able to upgrade plans in the future?
Yes, most call tracking companies are happy to help you upgrade your existing software. Get in touch with your point of contact to ask specific questions about the process.
How many numbers do I need?
It will depend on what your needs are. You can purchase as many telephone numbers as you need to for your specific marketing campaign, but it’s up to you to decide for sure. As an example, you might pick one number for print ads, one number for media ads, and so on.
Bottom Line
As important as quality customer service is, equally important is learning where your clients are finding your business. Understanding your leads and where the majority of them are coming from can help you build a better marketing campaign in the future. Call tracking software compiles all caller information into one handy analytics screen to help you see where people are calling from.
We recommend CallRail as our top pick for the best overall call tracking software. On top of user-friendliness, CallRail is a diverse software with the ability to help you track calls and understand your business leads. Check out CallRail and learn how you can start a free 14-day trial.
