Call tracking software allows marketing and sales teams to attribute offline phone call conversions to the marketing source that drove them. It works whether the lead calls right from the ad or content — such as with Google Ads call extensions or direct mail pieces — or visited your website first before calling. Without call tracking software, it’s impossible to prove the ROI of your marketing efforts that drive sales calls because your data trail goes cold when potential customers leave the digital experience and pick up the phone.
Invoca’s call tracking platform enables marketers to tie customers’ digital journeys to phone calls using online data collection via unique, trackable phone numbers. Invoca’s call tracking and analytics are made possible through our proprietary website tag. The tag is a snippet of easy-to-deploy JavaScript code (no development work required!) placed on your website that automatically replaces standard, static phone numbers with trackable, dynamic phone numbers that are unique to each site visitor. These dynamic numbers act as a unique identifier for an individual's website session, enabling Invoca to tie the call back to the specific marketing campaign, ad, keyword, and webpage that drove it.
Marketers most frequently use call tracking to uncover conversions; their efforts are driving over the phone to optimise paid search and other digital marketing performance, personalise the caller experience, and enhance the end-to-end customer journey by unifying online and offline data sources. The big benefits that many call tracking users see are reduced cost-per-click (CPC) on paid search, reduced cost-per-acquisition (CPA), and increases in return on ad spend (ROAS).The benefits of inbound call tracking include:
A call tracking tool allows marketers to identify which campaigns and channels generate calls that lead to conversions, enabling the reallocation of budgets from underperforming ads to those that demonstrate higher efficacy. This precision in tracking leads to a significant reduction in wasted marketing spend by focusing resources on the tactics that deliver the best results.
Invoca integrates call tracking with digital marketing to provide a holistic view of marketing performance across channels. By attributing phone call conversions to specific digital campaigns, marketers can better understand the effectiveness of their advertising efforts. This leads to optimised ad spend, improved targeting, and increased conversion rates, enhancing overall digital marketing strategies.
Invoca uses industry-leading AI to analyse phone conversations at scale and unlock insights. This allows teams to measure call quality, intent, and outcomes, transforming conversations into actionable data. This data is crucial for optimising marketing strategies, improving customer service, and driving revenue growth.
Invoca optimises paid search campaigns by providing detailed attribution for phone call conversions. This allows marketers to adjust their keyword strategies and bidding based on data-driven insights about which keywords and ads are driving quality calls. As a result, companies can decrease cost-per-click, enhance return on ad spend, and increase the overall effectiveness of their paid search efforts.
