Call tracking basics: What every marketer should know before getting started

"Most marketers measure digital interactions but miss phone conversions. Phone calls often convert at higher rates than online forms and represent your most valuable prospects. Call tracking fills this measurement gap, but successful implementation requires understanding the fundamentals first. But what is call tracking and how does it work? This article covers all the basics, so you know what to do, and can maximise its impact on your marketing performance."

"Call tracking operates by assigning unique phone numbers to different marketing campaigns and channels. When prospects call these numbers, the software captures their complete digital journey, showing exactly which touchpoint prompted their call. There are two main approaches: static and dynamic number pools. Static tracking assigns fixed numbers to specific campaigns, so you'd use one number for Google Ads, another for Facebook, and a third for organic search."

Call tracking assigns unique phone numbers to marketing campaigns and channels so that calls are attributed to the originating touchpoint. Static number assignment ties a fixed phone number to each campaign, simplifying setup but limiting granularity. Dynamic number pools display different numbers to website visitors based on traffic source, enabling detailed attribution without manual number management. Pool size matters because small pools cause number reuse and attribution errors when volumes rise. Quality platforms expand pools automatically to prevent reuse and maintain accuracy. Speech analytics analyzes call conversations to reveal outcomes, customer intent, keywords, and conversion drivers beyond basic attribution.

Read at Business Matters