Call-tracking is a technology that allows you to track user calls, get detailed statistics on them, and make further decisions to increase offline conversions.

This technology binds each call to a specific source, which allows you to collect information separately for each of them. In this way, you can understand which channels are the most effective and which are the least. In addition, the calls themselves are recorded, so they can be listened to later in order to identify the root causes of failures, improve the work of the sales department, call center, etc.

Call tracking tasks

The main tasks of call tracking are:

• evaluation of the effectiveness of each channel and individual advertising sites;
• calculation of the payback ratio ROI;
• identification of shortcomings in the work of the sales department and the call center and their further correction.

Using this technology, you can segment all incoming calls into different categories (hot/cold, by audience type, average check, etc.). In the future, these calls can be distributed between employees of the sales department and the call center. For example, entrust more important clients to more experienced operators.

In addition, Call-tracking technology allows you to:

• determine the source of the call;
• fix the call status, its duration and other statistics;
• get contacts of a potential client (number from which he calls);
• record the call so that you can listen to it again later;
• transfer all call data to Google Analytics, Yandex.Metrica and other analytics services;
• if call tracking is associated with CRM, then a client card is automatically created when a call arrives, etc.

How call tracking works

The principle of call tracking technology is to replace phone numbers on the site. That is, instead of a contact number, a user who has switched from one channel or another is shown another number (replacement). When a client calls him, his call is redirected to the main number in the call center. At the same time, the system sees which number the person has dialed, and thus fixes the source of the transition. If one source is used (for example, only Yandex.Direct), then it is enough to have only one number. If there are many advertising channels, it is necessary for each to have its own replacement number so that the system can distinguish sources by them. In order to implement this technology, you need to add a special code (script) to your site. This code is called “call tracker”, it can be linked to Yandex.Metrica.

Call tracking connection

• Determining the number of advertising channels and traffic. You can use a separate number for each channel or one for all if you just need to improve the work of the sales department and call center. The more numbers connected, the higher the price.
• Attaching a spoof number to each traffic source.
• Installing a special JS code (JavaScript) on the site where the traffic is chasing.

After the actions taken, each new user who goes to the site will see a replacement number. When you make a call to it, you will be redirected to the call center. The system will remember each user and show everyone a different number.