Call Tracking Software

What is Call Tracking Software?

Call tracking software tracks the source of inbound phone calls. This is done by assigning unique numbers to different digital advertisements across channels and campaigns. These can be inserted dynamically into a website or landing page depending on the visitor’s source. Call tracking supports marketing attribution by determining which digital advertising campaigns are the source of calls.

Beyond attribution, call tracking apps provide call intelligence and conversion tracking. This includes discovery of caller characteristics (e.g. demographics) and call context such as if the caller is shopping online or a repeat caller. Call tracking applications achieve this through integrations with CRMs, Web Analytics tools, or other data stores. Leading call tracking applications can generate a lead score for the caller from these data, and route the call appropriately.

Additionally, call tracking software includes in-call analytics for optimization of various kinds. This might include call recording, sales guidance, and sales coaching, and call outcome analytics (e.g. conversion or loss, sales rep performance tracking, call quality, etc.). Data resulting from these analytics may also be used to guide retargeting efforts across digital channels.

Call Tracking Software Features & Capabilities

Call tracking applications include the following features:

• Attribution matching inbound calls to digital ad campaign

• Dynamic insertion of tracking number

• Call conversion tracking

• Caller intelligence (e.g. demographics, caller prior behavior)

• Intelligent call routing

• In-call analytics

• Call recording and transcript

• Sales and service guidance

• Sales and service performance analytics

• Lead scoring

• Reporting dashboard

Integrations

Call tracking platforms require a number of integrations to function correctly. An integration with marketing automation platforms and ad serving platforms supply dynamic tracking numbers into ads and support digital campaign attribution. Integrating with the CRM is essential for call logging, caller characteristic retrieval for intelligent call routing, and other features.

For additional audience targeting and attribution, call tracking software can integrate with social media (e.g. Facebook). Integration with websites and web analytics also provides dynamic number insertion and attribution. And for full performance coaching and reporting call tracking apps must also integrate with marketing performance management suites.

Pricing Information

Call tracking software is available standalone or as part of a digital marketing analytics suite. Many vendors offer free trials and entry-level packages ranging around $20 per month supporting a relatively limited number of calls and call minutes. Middle tier packages supporting