Introduction
If you have a business where calls are an important source of leads or sales, applying a call tracking system like PhoneTrack can be very interesting.
We already know that in order to monitor paid media results and allocate investment in the best way according to campaign results, you need to have conversion tracking correctly configured on your site. This way, you can identify which specific campaign or ad brought in that lead or sale.
But what if your company is highly dependent on phone calls to close a deal? How can you measure digital results through calls?
With PhoneTrack, you can track calls and measure the performance of your digital media campaigns on various platforms. Here's how it works and whether it's right for your business.
What is Call Tracking
How to measure calls?
As we said earlier, one of the fundamental points for investing correctly in online media (and even offline media) is to have the correct measurement of the results they are bringing.
However, many companies that rely on the telephone as an important communication channel are unsure whether they are investing their marketing funds correctly. In other words, whether their campaigns are actually generating more sales.
For example, imagine you have a company that sells cardboard packaging. Your company invests in campaigns on Google Ads, Facebook Ads and Instagram, as well as ads on the local radio station.
If a potential customer calls your company, how do you know if your campaigns have in any way influenced this customer's decision to order cardboard packaging? And furthermore, how do you know exactly which of these campaigns brought in the sale?
The Call Tracking solution
This is where call tracking becomes important. And to understand how PhoneTrack works, you first need to understand what Call Tracking is.
Basically, Call Tracking is a system that allows you to identify which media campaigns are generating calls for your company. This way, you can measure the results of your campaigns more precisely, identifying where your sales are coming from over the phone.
Call tracking software allows you to assign a unique telephone number to each marketing campaign, which can be used on different channels. This number is a "mask", a redirection number.
This way, when a lead is impacted by a campaign and clicks on the ad to go to the company's website, the phone number is automatically changed to the unique number for that campaign. So if that person makes a call, at that point we identify which campaign originated that call.
Check out all the advantages of a Call Track system at this link.
How PhoneTrack works
As we mentioned above, PhoneTrack is a call tracking system. So we can say that PhoneTrack works according to this logic:
- Each advertisement for your company receives a telephone number;
- A potential customer sees your advertisement and calls the phone number listed in the ad;
- Your company usually receives this call;
- Call tracking software stores all the information about who made the call and records the call. The calls are even available to listen to;
- Reports are generated with various statistics on incoming calls and even missed calls.
PhoneTrack integrates with more than 2,000 paid media, analytics and CRM tools. These include: Google Ads, Facebook and Instagram, Google Analytics, RD Station, Hubspot, Pipedrive, among others. Check out the full list here.
Advantages of PhoneTrack
The main features of call trackers such as Phone Track are:
- Know which marketing campaigns are generating the most phone calls;
- Which calls generated by campaigns were not answered;
- Which day of the week receives the most calls and what time of day calls peak;
- Automatic notification of missed calls by SMS and e-mail;
- Recording calls and transforming them into data to facilitate analysis by the sales or service team;
- Call time, indicating the average time of each phone call;
- Integration with analysis and relationship management systems, such as CRM.
- Monitoring the sales team.
With PhoneTrack you can manage and qualify the results of phone calls. Selecting campaigns, grouping ads and identifying the ROI of each campaign. This allows you to optimize the allocation of marketing funds and consequently boost results.
Managers will have access to a dashboard with all the relevant indicators in real time. It is possible to have a view of each campaign and identify the number of calls and the return brought by each one.
In PhoneTrack, calls lasting more than 2 minutes are categorized as "Opportunities". Missed calls are also recorded on the dashboard. This data facilitates future contact.
You can also select the period you want to analyze, including viewing the times of day. This makes it easier to identify your company's peak times.
Based on this insight, investment in your digital campaigns can be increased at these times in order to take advantage of opportunities.
To find out all about PhoneTrack, visit our partner's website.
Conclusion
Proving that investment in a particular media contributes to results is an indispensable factor for companies. When it comes to monitoring telephone leads, this task becomes more difficult to track.
Call tracking systems such as PhoneTrack are an interesting solution for this type of business.
With it, your team will have the help of software that will allow you to analyze calls, classify the most productive ones and thus identify the best allocation of funds between your marketing campaigns. Knowing which ones bring the greatest ROI.
This information contributes to greater transparency and optimization of marketing actions and improvement of your company's sales process.
With a view to better measuring and allocating our clients' funds, Pareto has partnered with PhoneTrack to bring this solution. So, if you are already a Pareto customer and are interested in the possibility of having Call Tracking software for your company, talk to your Coordinator. If you're not yet a Pareto customer, just get in touch with our team.
Take the opportunity to check out the content on the importance of the phone during Black Friday on the Phone Track blog.
