What to Look For in a Call Tracking Provider

While each platform will have its own unique offering, there are some universal features you’ll want to look for.

What to Look For in a Call Tracking Provider

There’s no shortage of companies providing call tracking for your PPC and marketing campaigns. While each platform will have its own unique offering, there are some universal features you’ll want to look for.

At the top of the list is dynamic call tracking, which I covered above. This is a must if you want the most granular call data for your campaigns.

Platform integration – The raw data from a call tracking platform is nice—but it’s far more helpful when you can integrate it with your analytics. Look for a provider that will tie into Google Analytics and AdWords. So you can create goals for tracking those calls as campaign conversions.

Tracking via keywords – You should be tracking your call conversion by keywords, as well, so you know what search terms people are using to find you. The keyword data is provided right down to the individual call.

This can be configured via keyword parameters within your AdWords, and it works just like any other UTM parameter.

Call duration – Not every phone call from your PPC campaigns will convert. That’s just the nature of business. You don’t want phone disconnects, hang-ups, and short calls that never turn into customers clouding your conversion metrics.

Make sure there’s integration in place so you can tie your call duration data from your tracking provider into your Google Analytics. This way, only calls exceeding a minimum duration are counted as a viable conversion in your goals.

Call recording – The presence of call recording isn’t really the issue. You’ll find it with virtually every call tracking provider. What you want to focus on is the length of the recordings, as well as any information you can find about the quality of those recordings.

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