What is Call Tracking and How Does it Work?

Katya Chubuk
20.04.20183,231 views Write the first comment

The popularity of call tracking is growing. It became a mainstream in the world of digital marketing. Last year the total number of active projects in Ringostat was doubled. Our service processed 2 687 128 phone calls for clients. More and more people visit our blog to learn about what call tracking is and how it works. This post is written for our new readers and beginners in call analytics.


What is call tracking?  

Call tracking is a technology that tracks advertising sources of phone calls. In fact, it’s a code that is set up on the website and gathers call statistics. Call tracking serves for proper allocation of marketing budget and boosting sales.

It’s often said that call tracking is the alternative to Google Analytics in terms of phone calls. What does it mean? Google Analytics allows to see detailed analytics about site visits including ad sources that generated visitors. However, this platform tracks only online conversions. But according to our research, 15-100% of sales happen over the phone. If your clients prefer to pick up a phone, Google Analytics isn’t enough to display detailed call statistics. That’s why call tracking is a good solution. 

How does it work?

Call tracking is based on DNI (dynamic number insertion) for each web page. It shows a unique phone number instead of main company’s number to each site visitor. Then call tracking ties it to specific marketing source or session. We’ll explain the algorithm of DNI below but now let’s get back to main principles of how call tracking works.

Okay. Say, a client came to your website from advertising.

  • He sees the inserted phone number and picks up the phone.
  • The phone call comes to Ringostat virtual PBX.
  • After the call, the information is transferred to call log. There are more than 30 call metrics which you can use to create reports (source, channel, time on hold, ClientID, IP, call length, an operator who answered the call etc). 

Source-based call tracking:

  • assigns a unique phone number to each marketing source.
  • can be used for offline advertising. 

Visitor-based call tracking:

  • displays a different phone number for each site visitor.
  • it ties phone call to specific session.
  • allows to track marketing source of the call down to campaign and keyword.
  • requires more phone numbers than source-based call tracking because there’s a need to show different phone numbers to simultaneous visitors. 

Combined call tracking:

  • is a simultaneous use of both source-based and visitor-based call tracking.
  • is applied when one needs to get detailed info about some marketing channels but for other marketing channels, there’s enough info about marketing source (for example, to set up visitor-based call tracking for PPC advertising and source-based one for offline advertising).
  • it allows to use fewer numbers for tracking than visitor-based call tracking. 

Why is call tracking essential?

  • It determines which advertising campaigns are performing the best.
  • Allows to track the performance of contact center and increase the service quality. You can record phone calls and coach employees. 
  • Reduces the number of missed calls.
  • Transfers call statistics to Google Analytics or other analytic platforms.
  • In case of integration with CRM system it automatically creates deals, tasks and contact cards when getting a phone call.

If you just start analyzing calls, we recommend you our basic tariff plan. Request a free Ringostat demo on our website. Our sales reps will show how call tracking works and calculate its profitability for your business. Also, you may start a free 14-day trial of our service. 


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