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Call Tracking Tools

There are a number of agencies that perform call-tracking services each and every day. Each company offers a different type of package, including available numbers, calls per month, etc., but overall, similar helpful data is obtained. Monthly fees and/or retainers are generally used, and statements are either mailed or emailed, providing detailed call and ROI results.

Location Tracking

For those who are a little more tech savvy, the platform can also be purchased and run in-house. Much like running one’s own online analytics vs. hiring out, skill and knowhow is needed to perform in-house call tracking.

Whether or not a company performs their own call tracking, having a solid overview of the logistics can help decipher the results. Some of the main components include:

-Call Tracking Numbers – Unique and virtual phone numbers, these are placed in ads and then forward to a main company number. Consider them alternate emails, which don’t have an actual account but only act as forwarding agents.

Google Analytics Tracking Integration This program brings together data with online analytics. Numbers can be tracked side-by-side to compare and contrast results.

-Dynamic Phone Number Insertion – Pay-per-call (PPC) for phones, companies use a different number for each ad. Only the calls that come in will be charged, much like pay-per-click ads online. One the funds have been spent, the ad can be reevaluated or removed from a listing.

-Call Routing Tools – Rather than forwarding all calls to a main line, different ads can be placed with a specific branch to better meet searchers’ needs.

How to Implement Call Tracking

Call tracking first has to be implemented into a company’s calling system before they can receive the benefits. For monthly services, all that’s required is to sign a contract and follow their step-by-step instructions. However, when working longhand, which is to say doing the work yourself, it’s a very different scenario.

First, set up the call-tracking app; free ones can be found online. Most perform the same services, just find one that best works for your needs.

Next, insert the accompanying JavaScript that comes with it (for those who know what they’re doing, it’s a quick task), and tag the phone numbers that need traced.


Then, incorporate your current analytics software with the call information. Again, these perform similar services but offer varying platforms. Find a tutorial for your respective program, or check out the help pages to find added tips. For those well-versed with analytics, the steps should be fairly straightforward.


Call tracking is a great way to enhance the efforts of online marketing. Without learning where leads are coming from, how changes hold up against other successful efforts, and tracking traffic rates, spending can grow inefficient over time. Using call tracking software is also a great way to increase ROIs while decreasing each cost per click; all with a few simple steps, business can increase their reach, profit, and the amount of efforts – monetary and time – they’re putting into a company. For results vs. cost and analyzing time, no other tactic can provide the same value.

Now it’s time to get to tracking. Check back frequently (though not too frequently) for accurate results as to who’s calling vs. what they’re buying. By implementing this important aspect of phone marketing, companies can grow their outreach while streamlining their efforts into a more efficient advertising machine.

Guest post by Kelsey Jones, a freelance writer for Brosix Instant Messaging.

{ 1 comment… add one }
  • Kevin Mann

    June 18, 2013, 2:09 am

    Thanks for mentioning CallRail in your Javascript Dynamic Number Insertion screenshot. I’m one of the co-founders, and we’re available to talk further if anyone has any questions about call tracking.


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