Advanced Pay Per Call Performance Tracking

The best ones among pay-per-call marketers, however, go beyond just counting calls and measure in order to find what they want to discover optimization opportunities. To assign weight for every touch point in the caller’s journey, implement multi-touch attribution – say, perhaps 10% consideration for the display ad impression and 50% for the final branded search. Set up call scoring systems to assign values depending on duration, caller location, and time of day (weekend emergency calls often convert 2x better), then create a call scoring scoring system. Cookie-call data into your CRM to be able to track through to final sale calculating true ROI instead of simply leads cost. Conversation analytic tools – for instance, Gong-analyze the 100% call recordings, identifying the exact phrases to predict conversions versus hang-ups. The most sophisticated setups will correlate performance data with weather and will boost bids automatically once called conditions are right.

Measuring What Really Drives Conversions

There are five underreported tracking tips. The first is device pathing, which indicates whether or not a caller entity has searched for anything on their mobile phones and then gets converted via desktop. Second, a caller ID matching will be used to identify repeat customers for different routing. Third, post-call SMS surveys are effective in measuring satisfaction and intention about which call duration alone does not tell. Fourth is conquesting analytics, which describes calls made by a client regarding a specific competitor in a call. Fifth is the activity heatmap, which visualizes the 15 best 15-minute intervals from which high-value calls come. Maintain a 5 to 10 percent control group of your traffic without optimizations to get measurable incremental increases in performance. The best insights generally come by following what happens after calling, such as which advertisers get the most sales, which agents take calls best, and which are the offers that work best in creating lifetime customer value.

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