Introducing New VoIP Call Tracking for Campaigns

“If you can’t measure it, you can’t improve it“. This fundamental business principle, attributed to Peter Drucker, is so obvious that it needs no explanation and is the origin of continuous improvement in companies. However, it is often not sufficiently taken into account, either due to a lack of resources or due to deficiencies in processes.

This continuous improvement process often fails due to several problems:

1. The variables to be measured (metrics or KPIs) have not been correctly defined.
2. We cannot measure these variables correctly.
3. Actions to improve results are not correctly implemented.

In marketing, all these measurement and optimization processes are usually well defined and there are many tools that allow us to monitor the results of our campaigns and the impact of improvement actions.

One of the most difficult metrics to obtain are those related to inbound calls. These metrics are as important as any other to know the performance of our marketing campaigns.

This month in VoIPstudio we are introducing a new feature that our customers were demanding and that we are sure will be very useful: call tracking for marketing campaigns.

Metrics for call tracking

As we have mentioned, one of the most difficult aspects to measure is the information related to inbound calls. For example, if you have published an ad in Google Ads or Microsoft Ads, and someone sees that ad, finds your phone number, and calls you, that is an inbound call.

Knowing from a call such relevant information as where that call came from, who that user is or through which campaign it came (for example, which ad the user has seen or through which channel), is often not an easy task.

This happens because at some point the user moves from an online platform where they view that phone number to an offline channel (the phone call itself), and in that space, we lose the relationship between one event and the other.

Some of the most interesting call tracking metrics that we would be interested in knowing, and that due to this problem we often don’t have, are:

• Lead Source
• Conversion rates/performance
• Time of day and location
• Duration of calls
• Missed Calls
• First-time callers

Call tracking campaigns on VoIPstudio

Call tracking is now available in VoIPstudio for all users, as always, at no additional cost and for all plans.

Call Tracking allows linking inbound phone calls with Landing Page visit metadata (such as Google Click ID). This allows attributing particular phone calls to individual Landing Page visits.

How does it work? Essentially what it does is to manage a pool of different phone numbers, so that you can assign unique numbers for each campaign and for each user. This way, each visitor that arrives, for example, to a landing page of your website will see a different number and, if they make a call, we can automatically know to which campaign they belong and all the related information.

The process of assigning numbers and displaying them on your online marketing elements, such as landing pages, is called Dynamic Number Insertion.

To access this new feature, you only have to activate the Call Tracking option in the advanced settings of your administration panel. Once that is done, the first step is to buy a pool of numbers for your campaigns.

Keep in mind that the numbers are reused after a certain period of time, so you don’t need to buy a number for each potential user, but according to the volume and the expected frequency of calls.

Then you only have to configure your campaigns, including information such as the associated landing page, parameters for assigning numbers or certain notifications settings.

The system provides you with information to help you implement the code that dynamically inserts the number into your web or landing page. Just follow the instructions and you are ready to start measuring your incoming calls. For more info, you can go to the Call Tracking manual page.

You can track calls and call history through VoIPstudio’s dashboard or integrate it with your own tools, such as Google Analytics.

Start now!

Easy, isn’t it? You can see the configuration instructions in our manual or consult a specialist who will help you configure your tracking system through our 24/7 multichannel support service.

Remember that if you are already a VoIPstudio customer, this functionality is included in your service.

Not a customer yet? You can try our service for free 30 days without any commitment, no credit card required and with 200 minutes of calls included.