Call Tracking

Call tracking provides the ability to assess important data about the phone leads you receive from the various marketing platforms used as part of your campaign strategy.

Overview

Any business employing web marketing strategies should already be using one or more analytics tools in order to track the effectiveness of their campaign(s), as well as the performance on their website. While these analytics tools (mainly Google Analytics) can provide a wealth of detailed, actionable data, they can’t paint the entire picture of how successful your online market efforts are. They do not evaluate phone leads from your website or click-to-call features available through local listings (such as Facebook or Google+), online advertising (such as BingAds & Google AdWords). Therefore, we are driving blind in a sense, and could very easily overlook which campaigns are driving qualified leads.

Benefits

Call tracking provides OPANCO with the ability to assess important data about the phone leads you receive from the various marketing platforms used as part of your campaign strategy. With this data, we can further optimize your marketing channels to ensure the highest possible return on investment. Call tracking will tell us exactly which keyword was used to prompt a call by a website visitor, which can inherently guide our optimization efforts. Identifying the keywords, ads, strategic placement, etc. that drive the most qualified phone leads allows us to make changes for improved targeting in an attempt to acquire more of the same.

Features

With the use of the call tracking platform, both teams can view the medium from which a call originated. Such mediums include:

  • Google organic
  • Google paid
  • Bing organic
  • Bing paid
  • Yahoo organic
  • Referral – user found you by clicking a link from another website •
  • YouTube video ads
  • Social media

Channels

The following marketing channels that are ideal to use with call tracking include:

  • PPC (Pay Per Click) advertising – Google Adwords and BingAds
  • Print marketing
  • Web marketing – local directory listings, paid placement
  • Television marketing
  • Direct mail
  • Email marketing

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