The situation is typical: several active campaigns and channels, everything tracked for e-commerce conversions, form submissions or micro conversions, but a grey area for phone calls .
Yes, there is the CRM (the software that collects contacts from different sources) in which the customer enters the phone calls received, but from which campaign did they come? Have all the leads been entered?
The question is important both for those who work in the agency and for the client.
Because the answer helps to fully understand the results obtained by the campaigns, especially in areas where the phone call is still a used and valuable connection tool.
In fact, from our experience in the B2B sector, the percentage of conversions "via telephone" varies from 20 to 40% of the total depending on the project.
Added to this is the fact that the phone call is of equal or greater value (in terms of "warmth" of the lead) than the form: I specify this because I often hear people say "Oh well, if they need us they will fill out the form, I don't want to be disturbed by calls" (🤐😡)
I am therefore happy to summarize here a fantastic webinar by Valerio Celletti held in the Seo Zoom Academy at the end of 2020 because I find it the right solution to the problem of measuring telephone conversions.
Types of Telephone Conversions
Phone conversions can come to you from:
PPC Ads (e.g. Google Ads)
Make mobile calls by clicking on a number on your website or landing page
Make mobile calls by reading the number on your website or a landing page
From offline sources : billboard, flyer, etc.
As you can imagine, even using Google Tag Manager (for example) to track clicks on the telephone number, many conversions are still lost.
How tracking works
Conversion tracking occurs thanks to forwarding numbers that are inserted in the various contact channels (e.g. website, Facebook Ads ad, Google Ads ad, etc.) that refer to your account.
This means that you communicate (or write) a dedicated number different from the "real" one for the purpose of being able to trace it.
Google Ads has a dedicated feature for this aspect that dynamically creates forwarding numbers linked to the campaigns (to activate it you need to install a gtag.js code dedicated to conversion on the website) and that records calls coming from traffic generated by the ads.
The problem with this (and other) solutions is that the forwarding number continues to change with each session, making it difficult to collect data to analyze, especially from a multichannel perspective (precisely because it measures only one channel).
The solution
Given the objective technical difficulties described above, I happily welcomed Valerio's suggestions on using the WhatConverts tool: a software that allows you to track telephone conversions (and not only, also forms, chats and transactions) in a single dashboard integrated with Google Analytics and virtually integrable with the world universe through Zapier.
Some info on how to use this software:
You can easily track multi-channel conversions in a single dashboard
It's easy to install (one piece of code on the whole site)
Easily integrates with all major CRMs and data analytics dashboards (e.g. Google Data Studio)
The price of the basic package is $30 per month
It is possible to insert data relating to the value of the offers generated and the value of sales, thus enriching the conversion data (and any custom audiences) with information on who actually became a customer.
I think I'll test it on us and on customers who have incoming calls. And you? What do you think? Useful or an extra? Write it down in the comments below!
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