Understanding which marketing channels drive phone enquiries is crucial for optimising your campaigns and maximising ROI. Mediahawk call tracking provides this visibility by connecting inbound calls to their source, giving you the data you need in order to make informed marketing decisions.
What is call tracking?
Call tracking is a technology that identifies which marketing activities generate phone calls to your business. By assigning unique phone numbers to different campaigns, channels, or keywords, you can track exactly where each caller found your business and what prompted them to pick up the phone and call.
The software captures detailed information about every call, including the marketing source, duration, time, and caller details. This data helps you understand which campaigns drive the most valuable enquiries, allowing you to allocate your marketing budget effectively.
How does call tracking work?
Unique tracking numbers are assigned to your various marketing channels and campaigns. When someone calls one of these numbers, the software seamlessly routes the call to your main business line, and captures data from it.
With static number tracking, you assign a unique phone number to each marketing channel or campaign. You might use one number for your PPC ads, another for print advertising, and a third for email campaigns. This approach works well for offline channels and provides channel-level attribution.
Dynamic number tracking takes attribution a step further by using a pool of numbers on your website. The number displayed changes based on how visitors reach your website. When someone lands on your site, they see a unique phone number associated with their specific journey. This provides granular, session-level attribution for digital channels.
Key benefits of call tracking
Mediahawk call tracking delivers several advantages that transform your marketing performance:
Accurate marketing attribution connects every phone call to the campaign, channel, or keyword that prompted it. This visibility eliminates guesswork and shows you exactly which marketing activities are driving results.
When you understand which campaigns drive valuable calls, you can optimise and redirect budget effectively to focus on what’s working, improving overall effectiveness and reducing wasted spend.
Call recordings and transcripts provide enhanced customer insights. From customer needs, questions, and objections, they can inform your content strategy and help refine messaging.
Better lead qualification helps you distinguish between new business enquiries, existing customer calls, and time-wasters. This enables you to route calls effectively and direct your sales team’s attention to the most promising opportunities.
Deeper PPC optimisation is also possible with keyword-level attribution for phone enquiries. Feed this data back into Google Ads to create custom audiences and optimise bidding strategies based on actual conversion data.
Common use cases
Businesses running PPC campaigns utilise call tracking to determine which keywords generate phone enquiries, thereby refining their bidding strategies for improved results. Multi-location businesses track performance across different areas, revealing which local marketing activities work best in each market.
Offline marketing, like print advertising and billboards, becomes measurable by assigning unique tracking numbers to each campaign. Landing page testing shows which messaging and designs drive more phone enquiries, increasing conversion rates without requiring additional traffic.
Getting started
Start by identifying your key marketing channels and campaigns you want to track. Work with your chosen provider to set up appropriate tracking numbers and ensure proper integration with your website and marketing platforms.
Begin with static tracking for primary channels to gain high-level attribution insights, then expand to dynamic tracking for more in-depth insights. Regular reviews of your call tracking data will reveal opportunities to optimise campaigns and improve the overall customer experience.