The internet has brought with it a host of opportunities and challenges that were unimaginable before the introduction of digital technology. The use, distribution and sale of advertising is one such challenge. How do you categorize online ads? What activities can be monetized on the internet? These are just some questions asked in this article about how to set up an ad network for your website or blog post.
The “what would i do to achieve my goals in life” is a question that many people have. The “How to Set It Up and Why You Should” article will help you decide on what you should do to achieve your goals in life.
“Do we really need phone tracking?” “Do we really need call tracking?” “Do we really need call tracking?” “Do we really need call tracking?” “Do we really need call tracking?” “Do we really need call tracking?” ” “Doesn’t that seem to be an additional cost we can do without?”
This presents a fascinating angle from which to illustrate the advantages of call monitoring and reporting, as well as the possible negative consequences of not doing so!
Why Is Call Tracking Necessary for Local Businesses?
When customers have brought up call reporting in the past, I’ve always told them about the three reasons why it’s so important.
1. Only mobile calls are tracked by Google Business Profile Insights.
We already know that a local business’s Google Business Profile (previously known as Google My Business) is essential to its survival. As a result, being able to analyze how the Company Profile is operating and how it contributes to business growth—or lack thereof—is critical.
If you depend on Google Business Profile (GBP) Insights data, you’ll only be able to report on calls made from a mobile device. As a result, this statistics might not accurately represent all GBP calls that your company will get. Anyone who looked up the business’s listing on a computer before phoning it isn’t included in this data.
Here’s an example of GBP Insights data against Call Tracking Metrics data for the same company during the same month:
As you can see, we would have missed the extra 54 calls to the company if we hadn’t used call tracking.
Keep in mind that Google Business Profile Insights do not reflect unique visits, so several searches or clicks from the same person will result in multiple counts. Another advantage of call monitoring is the ability to separate data by unique callers.
2. Calls Can Be Recorded
While listening to calls can be tedious and time consuming, it can provide significant benefits and reveal potential business issues.
I presented an example of when we listened to one of our customers’ calls and uncovered something that was having a negative effect in a previous piece on local SEO reporting.
Several prospective customers posed a straightforward query to a virtual assistant (VA) for Mr Smith (made-up name), a personal injury and criminal attorney, during the phone conversations. “What practice areas and sorts of matters does Mr. Smith take on?” was the inquiry.
What was the reaction of the VA to this question? “I’m not sure,” he said. But I’ll double-check before responding.” You can guarantee that these prospective clients went with a different legal practice!
We went through this with the customer, and he was able to teach his employees to fix the problem. That’s what I mean when I say we’ve gone beyond SEO to become partners with the companies we deal with.
Warning! Never listen in on a client’s phone call without their permission. If call tracking is utilized, the account should be owned and set up by the customer.
3. Calls may be labeled to determine their quality.
Another advantage of listening to call records is that you may create a call tagging system. This allows you to have a better understanding of the call quality, and although the setup may take some time, the rewards are well worth the effort.
We’ve taken on this project for a few companies and educated the employees of other firms to execute it efficiently.
The first step is to create a taxonomy from which you may create a “call label legend.” When repeating this method many times a year, this helps you to be consistent, efficient, and successful.
Here’s an example of a call reporting legend that includes the taxonomy we employ:
- a new client
- a current client
- The caller got off the phone.
- incorrect number
- not a person they can assist
Following the creation of your taxonomy, you may begin listening to the calls and devising a strategy for labeling them. This system will enable you to generate a report filter based on the labels you apply to the calls.
Here’s an example of a call report we sent to a client:
Creating these reports allows us to provide our customers with more information on the calls we’re generating as a result of our efforts.
If a customer informs us that sales are down and we discover that 30% of their calls go to voicemail or hang up, it’s important and meaningful information to share with them.
At Sterling Sky, this is how we set up call tracking.
With every company we deal with, we normally employ Call Tracking Metrics or Call Rail. They’re quite similar in my experience, but they each have their own quirks that may take some getting used to. In this essay, I’m not going to dive into the finer points.
Instead, I’ll go through the considerations we make when creating a new call tracking account. The majority of the samples I’ll use are from Call Tracking Metrics.
We always tell our customers to set up their own call tracking accounts, as I noted in the disclaimer above. Here’s an example of a typical email to a new client:
“Please create an account at http://calltrackingmetrics.go2cloud.org/SH5n and send me your login to accurately measure your phone calls from adverts and/or organic visitors.” This will enable me to assist you in tracking your ROI and ensuring that we are investing time and money in the areas that will provide the greatest results. Only the Business Plan is required.”
We’re ready to set up the account whenever the company registers up and gives the login credentials.
The following are the standard stages for Call Tracking Metrics, and the same basic principles apply to Call Rail:
- Log in to the account and create a user account for yourself and the account manager.
- If they have SEO and SEM, buy seven numbers. If you’re not running advertisements for the company, buy five, and if you’re just running ads, buy two. Check that the area code matches the one stated on the client’s website (or, if it’s toll-free, that you retain a toll-free one).
a) Onsite Google Organic
c) Onsite Google Ads
b) Onsite Bing Organic
d) Yahoo Organic – a localized version of Yahoo.
e) Offsite Location & Call Extension
f) Offsite Google Business Profile (see here)
g) On-site GBP
- Set up the numbers. Except for the Location Extension, all Call Rail and Call Tracking Metrics should have an automated source. Make sure they’re all labeled. For numbers that leave call recording enabled, I usually retain the default settings.
- If you use WordPress:
a) In WordPress, install and activate the Call Tracking plugin. Enter the access key and secret key in the plugin’s settings. In the Call Tracking dashboard, go to ‘account settings’ and allow API integration.
b) Uncheck the boxes to deactivate Contact Form 7 and Gravity Form integrations on the WordPress plugin options page.
- Check to see whether the numbers are in the right order. You should see the new number if you open an incognito tab and type domain.com/?gclid=test.
- Set up a target named Calls (CTM or CallRail) in Google Analytics by following these steps.
a) Calls > Category b) Action > don’t do anything (Change to “Regular Expression”) c) Label > first-call d) The value is greater than zero
- Link Google Analytics to the account under Settings > Integrations.
- Log into GBP and enter the tracking number for the call/location extension in the tracking number area (under ‘update company data’). If the firm has more than one listing, repeat the process.
- Reassign the job to the Google Ads manager so that they may complete the call extension and sync it with CTM.
- Please forward these instructions to the advertising department.
Now that you’ve set up your call monitoring, you’ll be able to send monthly information to your clients that informs them:
- How many phone calls did they get?
- From whence they came (GBP vs organic sources vs ads)
- What was the call quality like, excellent or bad?
- Where do we need to put more work and/or where do we need to put less effort?
We prefer to use a graph to show month-over-month call statistics so that the customer can see if calls are moving up, down, or flat. It’s a hint that we need to look into why calls are moving down or holding flat.
What has been your experience with call tracking? Do your procedures like those outlined above, or do you use a different approach? Please share your thoughts in the comments box below.
Colan started working in the local SEO industry in 2010. In 2014, he joined the Google My Business forum (now Google Business Profile Help Community forum) as a Google Product Expert. Since joining Sterling Sky as VP of Local Search in 2017, he has acted as a faculty member at LocalU and an administrator at the Local Search Forum, both Sterling Sky affiliate organizations. He may be seen kicking butt while practicing and teaching Brazilian Jiu-Jitsu or spending time with his wonderful wife and two young children when he isn’t working local SEO.
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