About Calltracks Ltd
Calltracks was established in 2004 when the founders saw a need for a comprehensive call tracking solution. The idea was to see not only which advertising generates the most phone calls, but also which advertising generates the most sales and the most revenue. The end goal for these figures is to analyse the return on investment of different adverts and advertising channels, and ultimately focus the advertising budget on what makes the most money.
We have recently extended our coverage to 50 + countries and offer full call to sale conversion analytics.
This “call to cash” tracking system has advanced over the years, and now includes tracking of referrers, search terms, and individual visitors, all the way to a sale. Integration with third party systems such as Google Analytics allows further in-depth analysis of this data. Cross-referencing with website traffic allows the end user to see, for example, which pages on a website generate the most phone calls. In multivariate or A/B testing, it is especially important to measure the effect on phone calls when one of the calls to action is “Call us”. This is easily achieved thanks to Calltracks’ support for custom variables in Google Analytics.
Integration with Google Analytics gives analytics experts the ability to quickly get started with reporting in a familiar and powerful tool. Data from Calltracks can be exported for building custom reports using in-house or third party reporting systems or spreadsheets. Reports can be saved as an automated subscription, to be sent regularly by email. Calltracks also builds custom reports for clients with specific requirements, and will implement custom integrations with other systems on request. We work closely with both end-users and analysts from our clients, to achieve the solution most suitable to their needs.
The big picture
Imports of customer and sale data from CRM systems allows our clients to measure campaign success in terms of generating revenue, and enables them to classify callers as either new or known leads, thereby seeing where they are attracting the most new business. Our missed opportunity tool allows management and returning of missed calls, ensuring that leads are never lost. The ability to see how many calls are answered versus missed or busy, and what times of the day (or days of the week) calls are going unanswered, ensures that all the effort that goes into building a website is not wasted on missed or poorly handled calls. These and other features such as call recording and critiquing, and prospect lists for outbound calling, all contribute to a big-picture understanding of the sales cycle.
By effectively using all of this information, our clients are able to streamline their websites and advertising, as well as their handling of leads and customers. This helps them turn their marketing investment first into web site visitors and phone calls, and then into sales and increased revenue.
Filling the knowledge gap
While online businesses can get a lot of intelligence by analysing their online transactions, companies that also do business on the phone have a gap in their data analysis unless they also do call tracking for their website. Due to the different nature of the telephone, different patterns are often seen in the call data compared to the online transaction data, and it is therefore important to measure both online and offline data.