A lot of businesses ignore call tracking until their ad budgets hit a certain point, and the owner can no longer figure out which ads are bringing in the most leads, and which ones might need to be turned off to save money.
It’s all straightforward when it comes to e-commerce with smaller or medium sales volumes – users visit an online store, purchase via the shopping cart, and Google Analytics collects the necessary data about where the order came from. But it’s a completely different story with phone calls. Without special systems, it's nearly impossible to track them. That’s where call tracking comes in.
Call tracking is a system for monitoring phone calls made through your website, linked to your online marketing channels.
From a user's perspective, it looks like this: each visitor sees a unique phone number on the website. When they make a call, scripts track how the user landed on your site and send this data to Google Analytics or your CRM. Conversion stats then show up in analytics, which helps make key business decisions.
Where to start?
Here’s a simple breakdown of the steps to set up call tracking and what you need to do:
➊ Website traffic analysis
The system first needs to analyze how many unique users are on your website at any given moment and how many traffic sources you have.
Why is this important? It’s quite simple!
The call tracking system has to show each visitor a unique phone number and analyze which traffic source the visitor came from. Afterward, it sends the call data to Google Analytics.
It’s recommended to analyze traffic for 5-7 calendar days. This waiting period ensures you understand how many phone numbers are needed since each number represents an expense for your business.
Once you’re clear on the required number of phone numbers, assess your budget and move on to the next step.
➋ Setting conversions in Google Analytics
Whether you’re using Binotel or another cloud phone service, every provider has a step-by-step guide for setting up Google Analytics goals. You just follow their instructions, log into the analytics admin panel, and create the necessary goals.
➌ Tagging phone numbers for dynamic display
Enter the phone numbers with the required tags so the numbers can switch dynamically.
➍ Excluding employee IP addresses in both the call tracking system and Google Analytics
To avoid unnecessary costs and tying up phone numbers, make sure to exclude the IP addresses of your team members.
Why bother with all this?
👉 To get accurate data on the effectiveness of your ad campaigns.
👉 To make smarter business decisions.
👉 To save budget where it counts.
👉 To invest in the right traffic sources.
That’s all. You can choose whichever call tracking system suits you best. We’ve had success with Binotel, but feel free to explore other options. And if you need help setting up call tracking and syncing it with Google Analytics, don’t hesitate to get in touch – we’d be happy to assist!
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