Connecting call tracking allows you to record all traffic sources, including offline conversions: this enriches statistics and improves analytics.
Without call tracking, it is impossible to:
Record offline conversions and keep track of the effectiveness of outdoor advertising, business cards, radio or TV ads.
Track the entire conversion path of customers with accuracy down to the keyword and advertising creative.
Improve sales scripts and avoid bothering customers with questions like ‘How did you hear about us?’
We explain the different types of call tracking services available and which one you can choose during the sanctions period without any unnecessary problems.
What is call tracking and how does it differ from IP telephony?
Call tracking is an essential tool for end-to-end analytics based on call details, which is needed to evaluate the effectiveness of advertising campaigns and allocate the budget rationally.
Another strong advantage of call tracking is the automatic creation of a request in the corporate CRM with detailed data about the contact with the customer. A modern system will fully determine the buyer’s conversion path, record the manager’s conversation with the customer, and save all data within the CRM.
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Call tracking is an analytics tool, and the only thing it has in common with telephony is that it works with phone numbers. It is responsible for tracking and detailing calls, while telephony is responsible for maintaining the telephone infrastructure: call centre operations and virtual PBX placement. Formally, it is an addition to telephony that is responsible for tracking the source of traffic and the correct exchange of statistics between the PBX, CRM and external analytics service.
In simple terms, call tracking is software for tracking phone calls.
Increasing conversion from call to sale through conversation analysis
Call tracking is not just about pre-call analytics, but also about the quality of the conversation itself. The conversation recording feature turns call tracking into a powerful tool for quality control and sales training. How recording analysis affects conversion:
Objective assessment of managers’ performance. You hear real conversations, not their reports. This helps to identify problems: someone is unclear in presenting the offer, someone is rude, and someone does not know how to deal with objections.
Improvement of sales scripts. By listening to successful and unsuccessful calls, you understand which phrases and arguments really work for your target audience. This allows you to refine and improve scripts based on real data, making them more effective.
Training based on the best examples. Recordings of successful deals are ready-made case studies for training newcomers and improving the skills of the entire team.
You don’t just get more calls, you increase the percentage of closed deals. Managers start to work better, the average cheque grows, and the customer’s LTV (Lifetime Value) increases. This is a systematic improvement of the entire sales funnel.
FAQ: Frequently asked questions about call tracking
Let’s take a look at the most popular questions.
Is call tracking legal? Does call tracking violate privacy?
Yes, it is completely legal. Call tracking services operate within the law. However, there are two important points to note:
- Notification of call recording. When you activate the recording function, you are required to notify the subscriber. It is standard practice to say ‘This conversation may be recorded for training purposes’ after the call is connected.
- Privacy policy. It is recommended that you state in your website’s privacy policy that you use call tracking technology to improve the quality of service.
How many virtual numbers do you need to work effectively?
The number of numbers depends on the type of call tracking and traffic:
- For static tracking, one number for each advertising channel (billboard, magazine, etc.).
- For dynamic call tracking, a pool of 10-50 numbers for a website with average traffic. The main rule is that there should be enough numbers so that during peak hours, every visitor with high conversion potential has their own trackable number. Your provider can help you determine the exact number based on call statistics.
