Web Analytics Integrated with Call Tracking to Monitor Offline Purchases
Incorporating phone tracking into a web analytics tool such as Google Analytics can give your business the boost it needs in gaining a picture of its offline conversion rate. Being able to easily monitor a vast range of incoming data such as a visitor viewing duration, most viewed pages, and a whole array of statistical data allows you to gain a deep insight into the functionality and efficiency, and to interrogate areas of your advertising campaign that are losing you valuable advertising money. Having the data at hand, web analytics allows you to make an informed and confident decision towards reaching a higher conversion rate.
There is no underestimating the power and clarity that web analytics brings to any business, but what about offline telephone calls? If a large portion of a business’s revenue is generated from orders that the customer has researched online but telephoned to actually place, this means there is a blind spot in the otherwise far-seeing picture that web analytics has conducted with one’s online activity. The calls cannot be interpreted through web analytics, therefore it is impossible to make intelligent choices as to changing or maintenance of advertising campaigns. Calls resulting in sales and leads are indistinguishable in themselves from lost leads, as is the data reflecting the distribution of that revenue over the different calls themselves.
Phone tracking is the solution to this problem. With call tracking, call data can be processed in an intelligent manner similar to the powerful online data collection provided by web analytics tools such as Google Analytics. Call duration, conversion ratios, and other criteria is arrayed in a dashboard where it can be monitored, and as the tracking is routed instantly and the data logged, its collection poses no disruption to the customer or to your company’s sales team.
There are many benefits of this to the monitoring of actual purchases made from offline phone calls. The nature of a call, whether it was a lead or a sale, and the sale amount can be logged alongside other data and displayed on the dashboard. Therefore, phone tracking allows that same far-seeing picture of call sales (and the advertising generating them) available to web analytics for online conversions. The blind-spot in the picture of your business’s offline purchases is eliminated; all you have to do is watch your conversions rise.
Using Call Tracking to Build Upon PPC Performance
Tracking at the keyword level for Pay Per Click is an exacting method of optimizing a given Pay Per Click campaign to realize its maximum potential, or to identify a flawed or counter-productive use of a keyword in a company’s Pay Per Click campaign. This allows a company to make informed decisions as to the success of each advertising campaign; essentially to monitor the performance of an advertising strategy, its successes and the areas where it may be improved.
Knowing which keywords to use in one’s Pay Per Click advertising is essential in ensuring that one’s company gets the best out of its listings, and also that it is not losing money through Clicks whereby the customer has misunderstood the service or product your business actually offers.Through call tracking and keyword tracking, the guess-work here is eliminated. The customer calls a unique number given to an individual Pay Per Click listing, showing that a lead or a sale has been generated by the customer having made a keyword search bringing up that listing. It is therefore evident how much revenue is being generated by the calls received from the Pay Per Click listing. At the same time, keywords failing to generate calls can be quickly identified and modified to the betterment of the marketing campaign.
A properly functioning Pay Per Click campaign can be a valuable boost to a company’s SEO profile, for example in companies trading in seasonal goods where time is a factor in constructing a high organic listings rank. One can therefore justifiably allow for more investment in further Pay Per Click advertising as the call tracking and recording tools allow for a greater insight into the success of one’s pre-existing campaigns, having proof of the validity of these investments.
Through the analysis of call tracking data, a diagnostic approach can be taken to the success of the Pay Per Click listing. A Pay Per Click listing becomes increasingly more expensive as the keywords required become less specific (for example ‘car’, or ‘flights’). It is important to know that the money being spent on a Pay Per Click campaign is justified, in both small businesses and those drawing more water. Tracking at the keyword level therefore allows a company to identify and communicate the varying success of a Pay Per Click campaign and to realize further steps to locating a more encompassing keyword in the customers’ search query.
The benefit of this data to an offline sale or lead is, of course, that with the use of call tracking, a company can know much more about the Pay Per Click listings that are drawing calls resulting in sales, and can therefore have greater control over the Pay Per Click campaign itself. A general trend should form for each Pay Per Click listing, showing it to be profitable or not.
Ultimately, the benefits of call tracking for Pay Per Click listing lies in the insight into the performance of a particular listing it affords. As the calls can be traced to the sales made therein, one instantly has a complete picture of the productivity and viability of each Pay Per Click ad, allowing a more informed decision to be made as to the continued expenditure of advertising funds – one’s ad campaign may be generating, in terms of calls, £10,000 worth of sales, but without call tracking, it is not possible to confirm whether each ad is contributing to this figure, or whether or not there needs to be further Pay Per Click optimization conducted to rectify ads generating insufficient calls or sales. Call tracking is a powerful tool for providing a clearer picture of the successes and the areas of improvement needed in one’s Pay Per Click campaign.
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