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What is call tracking and how does it differ from IP telephony

Another strong advantage of call tracking is the automatic creation of a request in the corporate CRM with detailed data on the contact with the client. A modern system will completely determine the buyer's conversion route, record the conversation between the manager and the client and save all the data inside the CRM. 

Call tracking is an analytics tool and its only similarity to telephony is working with phone numbers. It is responsible for tracking and detailing calls, telephony is responsible for servicing the telephone infrastructure: call center operation, virtual PBX placement. Formally, it is an addition to telephony that is responsible for tracking the traffic source and the correct exchange of statistics between the PBX, CRM and an external analytics service.

Why call tracking is needed and how call tracking works

Call tracking is indispensable for businesses if the company has a call center or offline advertising. The main task is to track offline conversions (calls) to enrich data on advertising campaigns and more transparent analytics. 

The principle of phone number tracker is based on the substitution of phone numbers for each traffic source. The program receives a client's call from his real phone and substitutes the number that is assigned to an advertising channel or ad. This allows identifying offline conversion and obtaining details on the call source for analytics.

Call tracking will help determine the entire customer journey from the first contact with the brand to the sale:

• In paid traffic. Substitute numbers are attached to the user's session as they move along the conversion route. Each subsequent substitute number in the session becomes a unique identifier that will determine the contextual advertising system, advertising campaign, ad and keyword that led to the conversion.
• In organic online traffic. Numbers are also linked to a session as the customer moves toward a sale. So call tracking links multiple numbers to a single customer, allowing you to track a search engine, landing page link, or triggered keyword. 
• From offline advertising. The client dials a substitute number indicated on the advertising medium: billboard, business card, announcement. This serves to identify the advertising channel or a specific advertising source, if enough numbers have been purchased for personalization.

Call tracking is usually supplied as ready-made cloud software from telephone operators or large companies working with analytics. To connect, an entrepreneur needs to choose a suitable tariff and rent the required number of replacements or connect their own phone numbers.

by Andrea Wilkinson on 2024-07-19 06:24:34