If you work with a marketing agency, chances are they’ve recommended tools to enhance campaign performance. If call tracking isn’t one of them…it most certainly should be.
Why Use Call Tracking?
Adequate call tracking is the only way to understand the customer journey and improve lead quality. Proper targeting ensures efficient resource allocation and can uncover opportunities to refine business operations beyond marketing.
Call tracking can be broken into two key parts:
- Pre-dial (marketing attribution)
- Post-dial (calling intelligence)
Pre-Dial: Marketing Attribution
Call tracking measures the journey that leads a customer to pick up the phone. For many businesses, that’s a key component of revenue generation, so it’s mission-critical to understand what actions they took in the process.
For instance:
- A customer clicks a blog post via organic search, spends time on your site, and leaves.
- Days later, they click on a Facebook ad and revisit your site.
- Two weeks later, they call your business directly after searching your website.
Benefits
CallRail’s multi-touch tracking software captures the full attribution picture, revealing the role paid ads, organic, and offline channels played in driving the call. This data lets your company identify which marketing channels, keywords, and campaigns generate leads and revenue, so they can adjust bidding strategies and focus on what works. No brainer, right?
Post-Call: Intelligence Breakdown
Getting the phone to ring is just the start. Not all callers are qualified leads or end up being revenue drivers. Features like call recording, AI transcription, and keyword spotting let you analyze conversations in totality.
Reasons to consider:
- Identify commonly discussed services or products.
- Pinpoint caller pain points.
- Assess sales or customer service gaps.
Cliffs Notes
CallRail’s AI-generated call summaries analyze conversations, flag key topics, and categorize calls by intent. This enables businesses and agencies to streamline lead follow-ups and make informed changes in real-time.
Who Needs Call Tracking?
If phone calls are vital, call tracking is essential. It’s particularly beneficial for industries like healthcare, legal services, automotive, and residential service providers. Call tracking ensures you maximize return on advertising spend and drive call leads.
Even if calls are less frequent, tracking your main business number can reveal other opportunities, such as potential partnerships or high-value inquiries.
Additionally, businesses that underutilize phone calls may discover untapped potential. Many companies that have been using call tracking for just a few months realize they’re missing valuable leads, prompting them to revamp their strategy.
Why Use Call Tracking With Your Agency?
While call-tracking software is intuitive enough for businesses to use directly, partnering with an experienced agency offers two major advantages: efficiency and transparency.
Faster Implementation, Better Results
Agencies familiar with call tracking effortlessly handle setup, integrations, and troubleshooting. CallRail, for example, integrates with platforms like Google Ads, Microsoft Ads, and HubSpot, but maximizing these integrations can be complex. An agency’s expertise ensures you utilize these tools to their fullest potential.
Enhanced Integrations
CallRail now supports real-time integrations with CRMs and analytics platforms, syncing call data instantly. At LP, we use these features to enhance reporting and fine-tune campaigns faster.
Transparency and Accountability
Call tracking makes agency performance measurable. Reviewing call attribution reports, recordings, and performance dashboards lets marketers understand how well your campaigns drive advertising returns. These insights refine strategies and provide detailed, data-backed decision-making and performance updates.
Customizable Reporting Dashboards
CallRail’s new custom reporting dashboards let you visualize your most relevant KPIs. Agencies can create tailored reports to align with business goals, increasing transparency.
Get Started Today
If your business isn’t using call tracking, now is the time to ask. Call tracking is no longer just a helpful add-on—it’s a competitive necessity. By combining powerful tools like CallRail with agency management expertise, your business can make smarter decisions, drive better results, and ensure your advertising dollars work harder for you. That’s a win/win.
For years, our most vital client suggestion has been to leverage CallRail’s Enhanced Call Tracking to provide the account visibility necessary to evaluate performance. By allowing campaigns to use stronger input signals, businesses can make impactful, data-driven marketing decisions that improve account learning and yield better results.
