Disadvantages of call tracking

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Decision Making and Strategy: Call tracking can help you identify the most effective marketing channels so you can focus your efforts and budget on what will bring the most value to your business.
Proof of ROI. When a business invests in advertising, it wants to be sure it will get a return. Call tracking proves ROI to both the company and investors.


Despite the advantages, call tracking also bolivia whatsapp phone number has a number of disadvantages:

negative impact on employee morale;
lack of analytics data;
resource intensity;
the issue of privacy and misuse of data.
On the topic: Useless analytics: 5 mistakes Russian companies make when working with data



Types of call tracking
There are different call tracking systems. Below we will tell you how they work.

Static call tracking
This is a method that uses static numbers tied to specific advertising channels. The tool helps analyze the effectiveness of individual traffic sources, find opportunities to reduce the cost of each new lead, and improve service quality.

statistic

This is how static call tracking works

The advantages of this type of call tracking: ease of setup and simplified reporting.

Dynamic call tracking
Assigns numbers not based on the traffic source, but on specific customers. The higher the site traffic, the more virtual numbers are needed. This is a more expensive and complex tool, but it records the entire customer journey from the moment of the key request.

dynamic

This is how dynamic call tracking works



inside

And this is how dynamic call tracking works from the inside

The benefits of this type of call tracking are: personalized experience, advanced analytics and maximum accuracy of the customer journey.



Call tracking by hiding the number
Now metrics allow you to hide part of the phone number on the site. Let's say your potential client is sitting at the computer and choosing a product on the site. He will call you from the phone. Accordingly, most of his path will be irretrievably lost. This can be fixed by hiding the number. In this case, the client will be forced to click on the number to see it. The company, in turn, will receive data for further work with the client. We can say that this is almost free call tracking.

hiding

This is what call tracking looks like by hiding the number



Call tracking via promo code
Monitoring a promo code is an important aspect of any discount campaign and can affect the success of a marketing strategy. For analytics to be effective, you need to understand how the customer learned about the discount. Accordingly, assigning a unique identifier will give you the answer to this question.



How many numbers are needed and why there might not be enough of them
If everything is clear with static call tracking - how many channels you use, that's how many numbers you need, then what about dynamic? And this depends on the traffic of your site. If 20 people are present on the resource at one minute, you need 20 numbers, a smaller number will lead to inaccurate analytics. Of course, it is always better to play it safe and take a slightly larger number than to bite your elbows from crooked data later.



Which call tracking service to choose
Marketing call tracking tools are good at basic call tracking. Most of them offer essential features such as:

source;
recording and transcription of calls;
time and duration;
contact information.
More advanced services offer additional features:

lead quality analysis and reporting to confirm ROI;
automation of lead qualification;
customizable reporting that lets you focus on the metrics that matter to you and your customers;
customer journey, multiple attribution models, call flows.
So be sure to explore the capabilities of each tool before deciding to implement it.



What kind of business is call tracking suitable for?
While a call tracking solution is useful for almost any type of business, there are certain industries where failure to implement one is a critical mistake:

hotel business and travel;
real estate activities;
paid health care;
legal activity;
activities in the field of SaaS;
insurance industry;
charitable activities;
education sector;
automobile business.


Technical terms you need to know if you use call tracking
Here are the terms you need to know to implement call tracking in your company:

Call tracking

Traditional call tracking is the process of linking an advertising source to a phone call using unique phone numbers. Modern call tracking has gone beyond phone calls and can effectively link any conversation to its marketing source for both offline and online channels.

Dynamic Number Insertion (DNI)

The core element of online call tracking, Dynamic Number Insertion (DNI), uses a short string of code to automatically swap out phone numbers on a website based on the user's source, geographic location, or other custom trigger.

Identification number

This is the phone number that is used in dynamic insertion or other marketing materials.

Target number

This is the phone number that is present on your website when call tracking is not implemented and activated.

Tracking sources

These are segments that contain associated tracking numbers and are designed to provide high-level and fast attribution.

Tracking code

It is JavaScript added to a website to allow dynamic insertion of numbers.

Call tracking is not an option, but a necessity for any business that invests in advertising. It is a powerful tool that allows companies to measure the effectiveness of their marketing campaigns, collect customer information, and improve overall performance.