When a product belongs to the premium category and is seasonal, promoting it is not easy. It is essential to clearly understand which advertising channels bring leads and generate return on investment. This is where call tracking comes in handy. Read how the company TERRAHOME OUTDOOR and the digital agency Netpeak use it to optimize advertising campaigns, and how the Ringostat virtual PBX helped connect all the company’s departments and branches into one network.
About the Company and Why They Chose Ringostat
The company TERRAHOME OUTDOOR is an official representative of premium brands of outdoor furniture and accessories for terraces and homes. Their website also offers ready-made gazebos, outdoor kitchens, umbrellas, terrace accessories, hammocks, and more. TERRAHOME OUTDOOR has four offline stores located in Kyiv, Lviv, Ivano-Frankivsk, and Dnipro.
The products the company sells are quite expensive, so customers rarely make immediate purchases. They usually call first to clarify details or ask where they can see the products offline. Customers are often individually helped to choose furniture — which is more convenient to do during a phone conversation. Because of this, phone calls account for 60-70% of all potential customer inquiries.
To attract buyers, the company uses several channels:
- Contextual advertising;
- SMM (Social Media Marketing);
- SEO.
Therefore, TERRAHOME OUTDOOR needs to know which of these channels bring potential customers, especially those who call. For this reason, the company needed call tracking. Since such services usually provide a virtual PBX as well, the company was simultaneously looking for telephony solutions. Ringostat was not the first platform they connected, but they eventually turned to us because they were dissatisfied with the call quality of their previous virtual PBX.
Currently, the call tracking data is managed by the agency Netpeak, which configures contextual advertising for TERRAHOME OUTDOOR. This contractor has been in the market since 2006 and counts clients such as OLX, Megogo, ROZETKA, Prom.ua, Monobank, and Puma. The average client-agency cooperation period is 23 months.
For our specialists, it’s very convenient that the client uses Ringostat. The platform provides detailed call analytics by traffic sources and allows for custom report configuration with additional filters. There is also seamless CRM integration, enabling the matching of advertising sources directly with closed deals.”
Which Ringostat Products TERRAHOME OUTDOOR Uses
Call Tracking
The company’s website uses dynamic call tracking. Here’s how it works:
- A user visits the website and sees the company phone number in the header.
- This number is a substitute — it is automatically replaced by Ringostat’s code installed on the site.
- When a client calls this number, call tracking can link the call to the advertising source that generated it.
- The website has several dozen substitute numbers to ensure that users who visit simultaneously see different phone numbers, so the statistics are accurate.
- Data about call sources is transferred to Ringostat reports along with other information: date, status, call duration, audio recording, etc.
For other sources where automatic number substitution isn’t possible, static call tracking is used. This means a separate phone number is allocated for each advertising platform. TERRAHOME OUTDOOR places such numbers:
- In Facebook ads;
- In Google Ads;
- On the company’s Google Maps listing, etc.
Information about calls from such sources also flows into Ringostat, allowing marketers to jointly evaluate the effectiveness of online and offline advertising.
Below are examples of UTM tags that are transmitted to the Ringostat “Traffic Sources” report. Marketers use this report most often. Thanks to this, TERRAHOME OUTDOOR understands which source, channel, campaign, and keyword generated each call.
Telephony
Calls from substitute numbers are directed to the TERRAHOME OUTDOOR centralized call center. If all operators are busy or unavailable, the call is forwarded to offline stores in Kyiv, Lviv, Ivano-Frankivsk, and Dnipro.
Sometimes, clients may call the company’s old, non-substitute numbers if they recorded them before call tracking was connected. In such cases, the call goes directly to the store in the respective city.
Additionally, the company uses Ringostat’s callback (callback form). To seamlessly blend it with the website design, the widget was styled in a black/dark theme. When a client requests a callback through this form, the advertising source is recorded just as with a regular phone call.
CRM Integration
TERRAHOME OUTDOOR has configured a Ringostat integration with their CRM. The main goal is to transmit call source data into the CRM system, but the integration also helps automate call management processes.
When a client calls:
- A “Call” entity is created in the CRM;
- The relevant fields receive data about the source, channel, campaign, and keyword that triggered the call;
- If the caller is not yet in the CRM, a new contact and deal are created automatically;
- If the sales manager missed a call, a “Call Back” task with a deadline is assigned.
The full communication history is recorded in the contact and deal cards, including the audio recording of the call. This allows the next person handling the lead to easily understand past interactions and know what actions to take with the lead next.
Netpeak agency also has CRM access for TERRAHOME OUTDOOR, which helps them analyze:
- Which campaigns generate the most calls;
- What percentage of advertising inquiries convert into sales.
Digital specialists analyze closed deals for the reporting period by traffic source. They filter deals based on the channel of the lead’s first contact: call, site form submission, messenger inquiry, etc. Then, using UTM tags and deal managers’ comments, deals are attributed to traffic sources. This approach allows Netpeak to promptly track promotion results by each development direction and coordinate with TERRAHOME OUTDOOR on all issues. Moreover, digital specialists reallocate promotion budgets accordingly.
How the Company Uses Call Data to Optimize Advertising
TERRAHOME OUTDOOR transmits call data to Google Analytics 4 via integration. From there, the data goes to Google Ads accounts, where the advertising algorithm learns from call data. Calls are used as a conversion goal for campaign optimization. Specialists set the expected conversion value — an acceptable price per received call used further for ROAS (return on ad spend) and CPA (cost per action, here a call) strategies.
Netpeak specialists also build remarketing audiences based on the database of numbers collected throughout the call tracking period. These audiences consist of TERRAHOME OUTDOOR potential customers who made targeted calls — calls long enough to indicate genuine interest and meaningful conversations with sales managers.
Below is an example of how call conversions are displayed in the advertising dashboard, showing both conversion costs and volumes. For the company, this report is much more informative than previous data — such as the number of clicks on phone numbers on the site before call tracking was connected.
Summary of TERRAHOME OUTDOOR and Ringostat Collaboration
