What are Call Tracking Metrics and Why Do You Need Them?

What are Call Tracking Metrics and Why Do You Need Them?

Call tracking metrics provide you with otherwise unattainable data about your marketing campaigns and can include a wide range of factors. By gathering and studying these metrics, you can see much more than just which platforms are generating the most leads. For example, you can gain strong statistical data on the overall effectiveness of your marketing and outreaching efforts, from metrics such as call duration and caller location.

Read on as we delve deeper to discover which call tracking metrics are the most important, and why we still need them.

What are Call Tracking Metrics?

Call tracking metrics are a way to measure data from phone calls, and allow you to gather certain details about that call. Basic metrics can include:

  • Duration of ring
  • Duration of queues
  • Duration of calls
  • Calls by location
  • Missed calls by source

There’s also Interactive Voice Response (IVR) which can deliver yet another set of metrics for your consideration, such as:

  • Abandonment rate
  • Call handling times
  • Calls by department

But when we’re relating these tracking metrics more closely to marketing, we may want to be looking at the following:

  • Source Call Volume – which source led your consumer to make the call.
  • Keyword Performance – measuring responses to keywords, and identifying new target areas.
  • Effectiveness of Landing Pages – by looking at calls generated from these pages.
  • Visitor to Call Ratio (VCR) – identifies sources responsible for effectively delivering high quality phone leads.
  • Expected Revenue from Calls – an extremely useful metric, especially when planning; this can help you identify which lead source is the most effective, and separate revenue by these sources.
  • Missed Opportunities – by having access to expected revenue from calls, you can then measure this against actual revenue, in order to identify missed opportunities as a metric to use in improving overall Return on Investment (ROI).

As you can see, there are many different metrics that you can track, for various different reasons. The point of gathering this data is to then be able to:

  • Gain a deeper insight into the behaviours of your intended audience;
  • Discover what makes them decide to call; and
  • Measure the overall effectiveness of that interaction.

Why Do You Need This Information?

Not only does this allow you to get to know your callers better, and how they interact with your current campaigns, it also helps you to tailor the customer experience to hopefully gain improved results.

Here’s some examples of what you can do with this new found information:

  • First-Time Callers

Any call tracking service will keep track of all incoming calls – which includes first-time callers who are only just starting to reach out to your business. This is one of the most important metrics you can have access to, as it will allow you to generate more qualified leads and nurture your caller down the conversion funnel, until they transform into loyal customers.

  • PPC Landing Pages

When a potential-customer first visits your landing page, they typically have two options: either fill out a contact form or call you directly.

Without call tracking, the only data that will be available to you is the number of online forms that have been filled out. This can make your PPC conversion rate appear lower than it actually is.

By including tracked phone calls in this analysis, you will achieve a much more accurate assessment of the performance and effectiveness of your campaign. You can find out which pages generate the most calls by using different contact numbers, then you can identify which pages generate the greatest number of quality leads.

  • Visitor to Call Ratio

Monitoring your VCR allows you to look at much more than just the effectiveness of your landing pages to calls conversion rate. For example, if you find a channel produces lower-than-average visitor traffic, but a higher-than-average cost per visitor, it’s easy to simply dismiss this source and cut the budget.

However, what if you could see that this channel generates the highest ratio of calls out of all your campaigns? By identifying a spike in VCR, the channel can bring value again; away from purely generating visitor volume.

Call tracking metrics are a great source of data and can provide invaluable insights into many different areas of your business. If you find your call-based lead generation campaigns losing their effectiveness, then tracking these metrics are a sure-fire way to revaluate where you might be going wrong.

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