Call tracking software records information about incoming telephone calls, but not the conversation. Call tracking is a technology which enables the pay per call business model, allowing the tracking of phone calls to be associated with performance-based advertising, and supplying additional analytic information about the phone calls. Call tracking is a method of performance review for advertising. It is based on the technological possibility of measuring the behavior of callers and is thus the equivalent in telephony to the conversion tracking used on the internet. Via different channels, both procedures offer the opportunity of clearly assigning a customer response to a specific advertising medium.
Call tracking may record:
- What number has called
- The geographical location of a caller, if available
- The time distribution of incoming calls
- Recording of the phone call
This information can be used to generate reports such as, amongst others:
- Caller names and addresses (if a database relating numbers to names and addresses is available)
- Postal code summary
- Missed calls
- Call summaries (e.g., hourly, daily)
- Details of repeat and unique callers
- Analysis of frequency of calls by city and area code, if available
An application of call tracking is to monitor the effectiveness of advertising campaigns by comparing tracking reports before and after.
There are currently two technological methods for telephone tracking. Besides an exclusively web-based function, it is possible to evaluate call numbers using a telephone server solution. In addition, there are a few software providers who support advertisers in telephone tracking.
The call-back function is exclusively web-based. Here, the internet user provides a phone number on the website of a company that is advertising at which he/she can be called back. As soon as the user confirms she wants to be contacted with a click of the mouse, the technology behind this automatically sets up a telephone conversation between the advertiser and the interested party.
Call number tracking
Unlike the call-back procedure, call number tracking does not include any web-based functions but is based on a telephone server solution. As a rule, advertisers are provided a multitude of service numbers for customer feedback, where land line numbers can also be used. This enables each print ad, each online banner and any number of other advertising media to communicate an individual phone number as a response element.
- Alex Michael & Ben Salter (2007). Marketing Through Search Optimization: How People Search and How to Be Found. Butterworth-Heinemann. p. 160. ISBN 978-0-7506-8347-0. Retrieved March 15, 2011.
- Search Engine Land Column - 4 Ways Post-Call Conversation Analytics Demonstrate Intent & Validate Conversions
- Sydney Morning Herald article - Mobile revolution prompts evolution of marketing analytics