How to Integrate Inbound Call Tracking With Online Analytics

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Marisa Timko
Marisa Timko



Now, more than ever, marketers are tasked with showing return on investment (ROI) for all campaigns that drive qualified leads. Despite the shift towards digital advertising, traditional marketing channels and inbound phone calls still play a high-value role alongside digital marketing efforts.

In fact, inbound calls convert at 10x to 15x compared to web leads. Yet, phone calls are an analytics black hole at most businesses compared to lower performing, higher cost channels like paid search ads.

To take your marketing efforts to the next level, you need to integrate your call tracking data and insights with your online analytics. This seamless analysis of the entire marketing funnel experience will allow you to spend your marketing dollars more intelligently and boost ROI.

Learn how to run more impactful, measurable marketing campaigns.

How Call Tracking Works With Your Online Analytics

Call tracking software like CallRail shines when it’s brought together with platforms like HubSpot to give marketers and sales teams a new level of lead intelligence.

If you’re new to call tracking as an analytics source, it might not be apparent how the two work to complement each other and bolster your campaign success, so let’s take a look at some ways marketers can benefit.

1. Track the success of traditional advertisements with unique phone numbers.

Tracking URLs is commonplace in digital marketing, but when offline advertisements like TV, radio, and direct mail encourage phone calls, those sources can be easily lost. And it’s unlikely, even if you ask customers, that they’ll recall exactly how they found your business.

Phone leads are high-value and often high-intent, so not knowing which ads are driving that engagement is a huge loss. A call-tracking system will not only provide you with a record of the calls that directly result from a particular ad or promotion, but you may also set up email alerts to track visitors’ engagement with your site so you can proactively follow up with leads.

2. Identify sources for inbound calls.

When using dynamic phone tracking numbers, you can move beyond tracking at the source level to tracking at the visitor level. This way, you can track exactly which ads, campaigns, and keywords are driving phone conversions. Marketers will be better equipped with insights, including how effective their Google Ads are and which search terms are worth going after.

These insights don’t just benefit marketers: sales teams can gain valuable intelligence into what led the prospect to call, giving them a leg up in the conversation.

3. Measure your most successful pages.

You probably have a pretty good idea how your webpages perform when it comes to views, form fills, interactions, etc. But if you had to say which pages of your site drive the most inbound calls, could you?

If inbound calls are a high-value channel for conversions, then not knowing what pages are bringing more calls into the queue is keeping you from optimizing your campaigns, updating messaging and designs, and ultimately increasing your conversion rates.

4. Get insights from inbound conversations.

Call tracking is about more than knowing who-what-when-and-where. With Call Tracking and the power of CallRail’s Premium Conversation Intelligence™, you have another layer of insights into every conversation with a lead. Conversation Intelligence can transcribe, summarize, and analyze the sentiment of each call.

For marketers and sales leaders, the value of AI-integrated technology transcribing and analyzing calls in near real-time means you can spot trends faster—including which messaging or keywords are (or aren’t) working—so you can improve what needs improving and amplify what’s working. It’s the cheat code to make marketing and selling easier than ever.

5. Unify lead activity for better intelligence.

With Call Tracking and Form Tracking data all integrating with your online analytics, you can have true multi-channel, multi-touch insights into leads. Whether they’re filling out a form after getting a Google Ad or calling in after seeing a number in a television ad, you can unify it all for a comprehensive view of what campaigns are working and what’s driving individual leads to engage with your brand.

Elevate Inbound Calls in Your Marketing Efforts

Once you tap into the magic of integrating Call Tracking with your online analytics in Hubspot, you’re going to want to reassess the role of inbound calls in your lead generation strategy.

According to an analysis by Hobson & Company, companies that used CallRail’s Call Tracking saw a 20% reduction in the cost per lead, in large part because they were able to cut down on spend for underperforming channels and campaigns.

But Call Tracking is more than a cost-saving measure. In that same analysis, Hobson & Company found that the insights from Call Tracking led to a 10% increase in the number of leads thanks to insights that helped improve ad copy and channel marketing strategies. And Call Tracking users saw a 7% increase in call lead-to-close rates as well.

Whether you are simply analyzing campaign leads or listening to recorded calls to provide valuable insights to stakeholders, call tracking tools can help drive inbound calls and turn them into sales. With CallRail’s robust automation and AI-powered tools, marketers don’t need to worry about adding to their long list of channels to manage; rather, you can focus on improving your multi-channel marketing efforts.

Go Beyond Basic Call Tracking to Amplify Lead Intelligence

Good lead intelligence can accelerate the sales cycle and ultimately lead to better outcomes. But if you’re relying on basic call tracking, or source-level tracking, to provide the entire picture, the image is going to be washed out.

That’s because basic, source-level call tracking, which uses one number per landing page or advertisement, only tracks the activity back to that one source. In other words, you know which door the customer opened, but not the road they took to get there.

In today’s multi-channel marketing world, there are simply too many ways for prospects to get to your site and your number to boil it down to a simple source. You need to know what ad, what keyword, and what referring websites are getting people to convert through phone calls.

That’s why integrating your online analytics with an advanced Call Tracking solution is so important for marketers today. You need that comprehensive view of your multi-channel marketing campaigns to truly understand where to spend, where to cut, and what creative needs improving.

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