Agencies that launch advertising for businesses need effective promotion themselves. And it’s impossible without call analytics if some customers contact the company by phone. This is exactly the situation of the Polish digital agency Verseo. Its specialists use Ringostat to track which ads bring in calls from customers. Knowing what works best, the company can get more leads. In three months of using Ringostat, customer calls have already increased by 5%. This is a decent indicator for a highly competitive niche.
About the agency and the reason for connecting Ringostat
Verseo is an SEO and SEM agency that develops websites and online stores and promotes them. Using machine learning and experience, the contractor increases the ROI of its clients’ advertising by an average of 30%. More than a thousand websites, including ASUS and Seat, have already become Verseo’s clients. And 96% of customers extended their contracts with the agency after the first cooperation.
With the expertise and 100+ specialized specialists on staff, the agency uses a full range of promotion tools:
- advertising in paid channels;
- SEO;
- social networks;
- newsletters;
- targeting;
- content.
However, active promotion is not a guarantee of high sales. This is especially true in Verseo’s highly competitive field. The company knows that proper communication with the client, including by phone, is important for closing a deal. Moreover, some customers call to ask about the recommended budget for advertising. Plus, during the conversation, agency representatives can quickly learn about the client’s business and ask additional questions.
In addition, Verseo knows that if there are calls for advertising, it is imperative to track their source. Otherwise, the agency wouldn’t know which campaigns are really effective and which ones would lead to customers. So, Verseo concluded that it was worthwhile to connect call tracking.
However, first, we were looking for a tool to identify the sources of calls. Google Analytics doesn’t allow us to identify and count calls accurately. So we searched for and tested different solutions and then chose Ringostat. We liked the clear interface and technical support.”
How Ringostat tracks call sources for Verseo
The Ringostat code is installed on the pages of the agency’s website, which are related to various services. The code replaces the phone numbers that visitors see on these pages. When a client calls such a number, Ringostat can link the call to the source of the advertisement that brought the client.
The company’s Google My Business card also has a separate phone number. Calls from users who find the agency from here are also tracked in Ringostat and added to the statistics.
Data about each call is recorded in our platform reports. They can be seen in the call log or a separate sample of calls from advertising. The screenshot below shows that Ringostat collects information about:
- source;
- channel;
- campaign;
- keyword that generated the call, and much more.
This information can be used to optimize existing campaigns or launch new ones. For example, you can increase the budget for an effective campaign and use a conversion keyword more often in your ads.
Verseo also set up Ringostat integrations with Google Analytics 4 and Google Ads. Thanks to this, data on call conversions are automatically transferred to these systems and “tied” to the advertising that generated them. This way, Verseo can track how much was spent on Google Ads campaigns and how these funds were converted into customer calls. This helps to assess the payback of individual campaigns and allocate the budget based on it.
Integration with HubSpot CRM
Thanks to the integration of HubSpot and Ringostat, calls are automatically recorded in Verseo CRM — this happens immediately when a customer contacts the agency. But the main advantage is that the smart integration logic performs part of the routine work for the manager. The employee doesn’t need to be distracted to set tasks, record customer data, and start deals. It works like this:
- when a new customer calls, a contact, task, and agreement are automatically created;
- in the case of an incoming call from an existing client, the call is routed directly to the responsible manager, and only a task and a deal are created — the contact is not duplicated;
- after each call, a “Call” entity is created, and an audio recording of the conversation and an advertising source, channel, campaign, and keyword are attached to the task;
- in case of a missed call, a “Callback” task with a deadline is created for the responsible manager;
- if the call was received not by the responsible manager, but by a colleague, the responsible manager is assigned a task with an audio recording of the conversation to avoid confusion.
The described scenario works by default. But Verseo can change the circumstances under which contacts, deals, and tasks are created at any time. This can be easily edited right in your Ringostat account.
The result of cooperation with Ringostat: customer feedback
Working with Ringostat has allowed us to better understand the importance of calls as a lead contact channel and see that there are relatively many of them. Call tracking also helps us to better manage campaigns, focusing on the targeted calls they should bring.
We evaluate our cooperation with Ringostat very positively. Data transfer, integration, accessibility, and usability of the personal account are all at a high level.”
