The Power of Call Tracking and How it Can Help with Evaluating ROI

Date: July 19, 2022

If you are a part of a law firm, contracting company, or any other type of business that receives a majority of leads via the phone then you should have call tracking in place. Now you may be wondering why? Well, let’s dig in and see. 

What is Call Tracking and How Does it Work? 

Call tracking is when you track the inbound calls your business is receiving typically with the use of a third-party platform. So, the next question is, “How does it work?” While there are many different types of call tracking platforms out there, they all essentially work the same. 

Most platforms use what is called a number pool. After a tracking code has been installed on your website, the pool of numbers will rotate as users come to your site. For example, if both you and I were on at the same time, we would likely see different numbers. Why? That way, if we happen to call at the same exact time we won’t get the busy signal. 

Once a potential client calls, the call is typically recorded (with consent) so you are able to go back and listen. In addition, you are also able to see which source and medium the call came from. This allows you to see if the call came from a Google Ad or from organic search results, ultimately giving you access to better data to establish your return on investment (ROI). 

When Do You Need Call Tracking? 

As hinted earlier, call tracking is essential if a majority of your business’ leads come from phone calls. For example, call tracking is great for law firms dealing directly with consumers. Call tracking also renders actionable information if you are running Google ads or any other type of pay-per-click advertising since it allows you to accurately track what sources your leads are coming from. 

3 Key Benefits of Call Tracking 

Utilizing call tracking software provides many benefits to your business, which we dive into in more detail below. 

1. Understand the Channels That Are Producing Leads 

If you’re investing in a variety of different channels for your marketing efforts – such as Google ads (PPC) and organic search (SEO) – then having a call tracking software in place will help you better understand the leads being generated from each channel. With that knowledge, you can understand which channels are producing the most revenue and have an accurate number of your ROI for each channel. 

2. Improve Sales and Intake Processes 

Not only can call tracking help with evaluating marketing ROI, but it can also help improve your intake sales calls. In fact, as mentioned before, many call tracking platforms have the capabilities to record the inbound calls with the consent of both the caller and the employee who answered the phone. Going back and listening to conversations can allow you to pinpoint areas of improvement for the sales team in order to enhance both customer service and the sales process as a whole. 

3. Ability to Make Data-Driven Marketing Decisions

One of the greatest benefits to call tracking is that it allows you to make data-driven marketing decisions. Having attribution to which channels your call leads are coming from allows you to make data-driven decisions on what is working and what is not. 

For example, if you are investing $5,000 a month in SEO services and you see in your call tracking log that you closed three deals from the organic channel at a profit of $15,000 then you can determine that you are making 3X ROI and, based on that knowledge, could invest even more in that channel to continue to produce revenue and close deals. 

Are You Interested in Harnessing the Power of Call Tracking? 

At 9Sail, we encourage all of our clients to invest in call tracking as it helps them understand how their marketing spend is paying off. If you’re interested in setting up call tracking then we can help. Contact us today for more information! The 9Sail team would love to talk with you about the marketing opportunities available for your business.