Things to Note About Call Tracking Software

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Call tracking software collects data from phone calls with customers to show which marketing campaign or tactic drove the call and what the outcome was. By calling a company that uses call tracking, they can see what ads, web pages, and even keywords drove you to call.

Once on the phone, conversational analytics can tell if you bought something, got a quote, or made an appointment — or what marketers call a “conversion.” In order to get more high-value customers on the phone you can use the data to optimize ads, web pages, social media, and other advertising mediums.

Without call tracking, your data trail goes cold when potential customers pick up the phone, making ROI proofing difficult.


  • Working Operation of Call Tracking Software
  • How is Call Tracking used by Marketers?
  • Which Industries Need Call Tracking?
  • How You Can Optimize Paid Search with the use of Call Tracking


Working Operation of Call Tracking Software

Marketers can use cloud-based call tracking software like Invoca to link customers’ digital journeys to phone calls by collecting data online via trackable phone numbers. A website tag allows Invoca to track and analyze calls. With the tag, your website automatically replaces static phone numbers with trackable, dynamic phone numbers that are unique to each visitor. These dynamic numbers serve as a session identifier.

The Invoca tag also captures UTM source, medium, paid search keyword, and Google ClickID. Also, the browser cookie captures page visits and unique customer identifiers. So you know which marketing tactics are driving your high-value phone calls.

Toll-free numbers are provided by Invoca and can be used to contact call centers, local agents, or any other destination. This allows Invoca to aggregate digital data and link it to a phone call. This happens almost instantly with no impact on the caller’s experience.

How is Call Tracking used by Marketers?

To personalize the caller experience and improve the end-to-end customer journey, marketers use call tracking to combine online and offline data sources. Many call tracking users see lower CPCs, lower CPAs, and higher return on ad spend (ROAS).

Which Industries Need Call Tracking?

Any industry that relies on inbound calls should use call tracking. So they can understand the most valuable marketing programs and optimize accordingly. Some of these industries are the likes of telecom, insurance, healthcare, franchises, financial services, automotive, travel, real estate, and many more.

How You Can Optimize Paid Search with the use of Call Tracking

Call tracking is commonly used to optimize paid search. Because every marketer has used or is using Google Ads, we’ll use that as an example.

With Offline Conversions, Invoca helps you optimize Google Ads paid search. For phone calls and conversions, it provides closed-loop attribution for paid search and display spend.

Invoca captures valuable data about the digital journey and links it to phone calls. You can see which paid search campaign and keyword generated a call. Calls are recorded by Invoca, which allows you to report individual call events and conversions to Google Ads in real time. Get keyword visibility for mobile call extensions and calls from your landing pages with this method.

Call conversions are reported in Google Ads similarly to online conversions, so you can treat them as you would with digital data.

  • Identify the ad groups, ads, and keywords driving each call type.
  • Using automated bidding rules to optimize keyword spend
  • Calculate return on ad spend from call revenue.

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