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Jet Interactive Pty Ltd - Australian Call Tracking & Reporting Blog

Marketing Call Analytics for both Online and Offline Advertising

Infographic - Search & Call Tracking - Just another digital showcase (es/en/fr)

via digitalshowcase.posterous.com

Are you tracking search-related conversions that come in by phone? Perhaps you should, when 43% of them are estimated to come in that way. Ads that contain phone numbers are also said to have a 10% increase in clickthrough rate.

These stats on search and phone calls, along with some general statistics about ad spending, measurement and ROI, are covered in this infographic from phone tracking service ifbyphone

Jet Interactive ranked 'Best Call Tracking Software in Australia' by TopSEO

We always knew it, but now it’s official: Jet Call Tracker has been endorsed as Australia’s ‘Best Call Tracking Software’ by globally acclaimed digital industry auditor TopSEO: http://www.topseos.com.au/rankings-of-best-call-tracking-software.

 

With recent evolutions in the Jet Call Tracker system including unlimited keyword level call tracking, global leading Google Analytics integration, call wrap and most recently our advancements with integrating with various Automated Bid Management systems we’re cementing our position as the innovator in the Australian market.

 

This coupled with providing Call Tracking solutions to Google Australia as well as being on the verge of a mobile call tracking deal with one of Australia largest media publishes we’re well positioned to continue this phenomenal growth.

 

To sign up with Jet today, please call your local sales manager on 1300 10 13 10 .

 

Google Analytics Phone Call Tracking Integration Guide - Jet Interactive

Jet Interactive provides one of the most sophisticated and easy-to-use Google Analytics integrations in the world. This guide will help you explore and use this new variable within your Google Analytics account – adding phone calls to the analytic reports!

Important: This guide is based on the latest version of Google Analytics. If you are not using this version then click ‘New Version’ in the top-right corner. Old versions will not support all aspects of Jet Interactive’s call integration.

How do I get call information into my Google Analytics account? 

If you are already using Google Analytics and the latest Jet Call Tracking Facilities (Jet CallTracker™ 4.0), integrating the two is a simple, 5-minute process.

  • Step 1: Make sure you have setup Google Analytics on your website
  • Step 2: Ensure the latest Jet Call Tracking facilities (Jet CallTracker™ 4.0) is installed
  • Step 3: Provide Jet with your Google Analytics Profile ID

Once you have provided Jet with your Google Analytics Profile ID, call information will start entering into your Google Analytics account.

If you are using Jet’s Standard Call Tracking products then this information will be uploaded into Google Analytics on the following day, after the respective calls were made.

If you are using Jet’s Premium Suite of call tracking products then call information is entered into your Google Analytics account almost immediately after each call has been completed, ready for you to view once your Google Analytics updates itself.

To find out more about Jets’ Premium features please go to http://jetinteractive.com.au/products.html 

Where do I find call information within Google Analytics?

You have the option of having calls represented as an Event or as an E-commerce transaction within your Google Analytics account.

Viewed as Events:

The default method is to show calls as an event under the Content report. (See Fig. 1)

Image001
Figure 1

Once in Events, click on Overview to reveal all event categories. As seen below, all calls fall under the event category Phone Calls. (See Fig. 2)

Image002

Figure 2 

Calls can be grouped into Event Actions and individual calls can be found by clicking onto Event Label. (See Fig. 3)

Image003

Figure 3 

Individual calls have the following values: (See Fig. 4)

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Figure 4
  1. Service Name – Individual number description.
  2. Context – This is an optional field used to define multiple channels or departments, i.e. individual department, office or store. Most businesses just have the one context which is set at general or main.
  3. Displayed Phone Number – This is the actual number presented and subsequently called by the individual website visitor.
  4. Date and Time – This is the actual date and time the call was made.
  5. Call Wrap Up – The following fields are populated by the Jet Call Wrap Up feature. Once a customer hangs up, a computerised voice asks the operator to enter information via their phone keypad. This information is downloaded into Jet CallTracker and then pushed into Google Analytics. Call Wrap Up is optional and forms part of Jet’s premium call feature suite.  To find out more please go to http://jetinteractive.com.au/call-conversion-wrap-up-a-reporting.html 
  6. Call Outcome – The actual outcome of the call, e.g. 1 = sale, 2 = lead, 3 = enquiry and 4 = other.
  7. Sale Value – If a sale was made, the actual sale value can be recorded against the call. You can also apply values to leads and enquiries.
  8. Custom Variables – These fields can be used to record anything you like against the call, but are often used for recording Rep ID or Product/Service ID.

Viewed as E-commerce:

Generally people will choose to show calls as an event, but there is also an option to have calls represented as an e-commerce outcome. The same fields will be displayed but results will be displayed as conversions, goals and e-commerce. (See Fig. 5)

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Figure 5 

Advanced Segments and Custom Reports

Viewed as Events:

There are an endless numbers of Advanced Segments and Custom Report combinations using Jet’s call data. Because each call is listed against the session it was generated by, you have all the usual visitor attributes to create reports, along with the new call variables.

Some of the common reports and filters people put together include:

  • Sales Calls per value/ per CPC campaign
  • Call Enquiries per page
  • Sales Calls per page
  • Sales Value per campaign or keyword
  • Calls from mobile devices

Below is a custom segment creation for total calls. It is using the Event Category Phone Calls. (See Fig. 6)

Image006

Figure 6 

Another popular segment is Successful Calls. This is achieved by including the Call Outcome label of Outcome=1, which represents a sale. (See Fig. 7)

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Figure 7 

Once these have been created you just need to select and apply these new custom segments as we have below. (See Fig. 8)

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Image009
Figure 8

Viewed as E-commerce:

The setup of custom segments is the same when dealing with e-commerce, except that the statements must be relevant to the available fields. So instead of filtering on an Event Label, it needs to be on the Product Label. (See Fig. 9)

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Figure 9 

How do I set up Calls as Goals?

In the latest version of Google Analytics, Events can be used to trigger Goals. A common goal is to track successful sales using the actual sale value, which is captured using Jet’s Call Wrap-Up feature.

The great thing about using Call Wrap-Up is that you can use the actual Event Value as the goal value. If you are not using this feature then you need to assign a constant value to all successful sales calls. (See Fig. 10)

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Figure 10 

AdWords Conversion Information

Another great feature about Jet’s Google Analytics integration is that Google Analytics goals can be set as Google AdWords conversions. (See Fig. 11)

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Figure 11 

If you have linked your Google Analytics and AdWords account, then the new Jet Call Tracking goals you created will automatically appear in AdWords, and you will have the option enable them.

Linking your Google Analytics and Adwords accounts

  • Step 1: Sign into your Google Analytics account.
  • Step 2: Click "Edit Account and Data Sharing Settings."
  • Step 3: Under "Share my Google Analytics data..." make sure you've selected at least the "With other Google products only" options.
  • Step 4: To finish, click "Save Changes".
  • Step 5: Navigate to the Conversion Tracking page from within your AdWords account. The Conversion Tracking page will show a message alerting you that your goals and transactions are ready to be linked. Please note that it may take up to two weeks for your Analytics data to be imported into AdWords.
  • Step 6: From the Conversion Tracking table, click "Import from Google Analytics".
  • Step 7: Select the goals or transactions you want from the list. Each listed item will have an editable field for the action name, a clickable menu that allows you to choose the tracking purpose, the Analytics profile name, the type of action (goal or transaction), and the name of the action as it appears in Google Analytics. Edit the action name and tracking purpose here so that you can identify the goals once they show up in your AdWords conversion reports.
  • Step 8: Select "Import" from the bottom of the table to finish.

You will begin to see your goals appear alongside your conversion data in your Conversion Tracking page and AdWords reports after approximately two weeks.

Please note: AdWords Conversion Tracking will start importing the data from your Analytics account starting from the day you clicked "Import." Historical data from before this date will not be added to conversion tracking.

10 Industry Benchmarks For Your Call Tracking Conversion Rate

When launching a new marketing initiative, you often set a benchmark or baseline against which you measure success. You can gather a “baseline” before you make improvements, pick a number out of thin air or compare yourself to the industry average.

Since neither picking a number out of thin air nor delaying improvements while you gather a baseline is ideal, finding an industry benchmark is a good way to begin.

In fact, the Direct Marketing Association publishes an annual guide to the “Average Direct Marketing Response Rates” across various marketing channels. For example, here are the stats from their 2010 Response Rate Trend Report.

Call Tracking Conversion Rate Benchmarks By Industry

Since we’re in the call tracking business, clients often ask about call tracking industry benchmarks for search.

While results will vary based on the quality of your traffic, offer, design and other factors, having a “benchmark” is important for getting started and evaluating your relative success.

In order to figure that out, I dug into a sample of our account base. I analyzed visits, calls and call duration across ten industries over the past three months.

We looked at how many web visits a client had, how many calls from search (paid and organic) they received, and how long those calls lasted, assuming that a longer call is a better qualified lead.

The result is a general baseline of phone call conversion rates and call duration for companies across these ten industries.

Industry

Avg. Phone Call Conversion Rate

Avg. Phone Call Duration
eCommerce 

2.1%

5.6
Food Services 

1.3%

4.6
Healthcare 

4.5%

4.8
Home Services 

14.8%

2.0
Lead Generation 

6.0%

2.9
Legal 

2.4%

3.0
Marketing

3.5%

3.3
Professional Services

6.7%

2.7
Software

5.3%

5.1
Transportation

5.1%

3.1

Overall, the conversion numbers make sense. The highest conversion rate is in the home services industry. If your pipe bursts, you’re going to search for a plumber on Google and call for help ASAP. You don’t want to send an email and wait 24 hours to hear back. On the other hand, food service and e-commerce websites may lend themselves to more online conversion.

In terms of call duration, the numbers seem reasonable as well. If you call a software company, you’re probably going to have a fair number of questions and a longer conversation. If you call a plumber, there’s a good chance the call will go to voicemail if that plumber is on another job.

What’s your phone call conversion rate? How does your phone call conversion rate compare to your online conversion rate?

Please share your results in the comments below and feel free to use these call tracking conversion rate benchmarks to measure your next campaign.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

About The Author: is the Marketing Manager at software startup Ifbyphone, a leading provider of phone call tracking and lead distribution software. Elan is an expert on startup online marketing and call tracking software. You can connect with him on Twitter @mosbacher or LinkedIn.

 

via searchengineland.com

 

Jet Call Tracker 4.0 Online Reporting Overview - YouTube

via youtube.com

Jet today released the overview video of our new CallTracker 4.0 online reporting and analytics tool.

Marketing departments and advertising agencies can now view how many calls their marketing generates.

Digital marketers can view the actual keyword and session information that drove each individual call allowing them to optimise CPC, SEO and display expenditure.

For further information on Jet CallTracker 4.0 visit our website www.jetinteractive.com.au or call us on 1300 10 13 10

Free Calls From Mobiles To 1800 Numbers Planned

Media_httpimagessmhco_ganiu
via smh.com.au

For years mobile phone operators have been able to charge far higher rates for calls to 13, 1300 and 1800 phone numbers. With fixed home phone services becoming a thing of the past many people have no choice but to endure large phone bills when accessing businesses and government departments.

Today the Australian Communications and Media Authority (ACMA) announced plans to update Australia's telephone numbering plan so that calls from mobile phones to 1800 numbers are free to the caller ("free means free") and that calls from mobile to local rate 13/1300 number are limited to the amount a consumer would pay for a call made from a fixed telephone.

These initiatives may take up to a year before they kick in, and telcos have avenues to appeal, but this will be seen by the inbound call centre industry, charities and many small business groups will welcome this move.

Jet certainly welcomes the move that will continue to make the phone the most important form of customer to business contact.

Please read Asher Moses article on this from Sydney Morning Herald.

How to track phone calls from your website

There are lots of things you can track as goals or events from your website through Google Analytics, including form submissions, downloads or PDFs, mailtos etc.

One of the big problems has been tracking phone calls that came through to your business as a result of people seeing your phone number on your website.

It’s a really important lead conversion event but for a long time tracking has only been possible via specialised companies such as www.jetinteractive.com.au who can – among other things – dynamically change the phone number on your site to identify where a phone call originated.

For small to medium business owners solutions like Jet Interactive’s might be a little out of reach.

Lately I’ve seen some really simple solutions to help with call tracking that I thought I’d share.

Realestate.com.au uses a great system to fire an event to their analytics account when they hope a phone call is about to be made.

They simply hide the phone number behind a link that you have to click to reveal the phone number and that click fires off a conversion to their analytics account.

 

Another really good example is from an accounting company in Queensland.

As you can see, you need to click on the first part of the phone number to reveal the rest of it.

When the click occurs it is recorded in Google Analytics. There’s a case study about how this was done on the above website here at http://www.marketinghub.info/phone-conversionlead-tracking-for-offline-businesses/. It includes all the code to get you going.

While it won’t be 100% accurate because I’m sure some people will click the link but not call you but it should give you an idea in your analytics account.

Below is a screenshot which cross references the source of the traffic to the site and phone call click events.

Understanding which sources of traffic have delivered active phone leads helped the owner of the business to make informed decisions about whether to continue advertising with Yellow Pages for example.

That’s powerful tracking and very easy for any developer to implement.

Thanks to Daniel Brady from http://www.marketinghub.info for agreeing to let me use some of the material from his case study this week.

For more Online Sales expert advice, click here.

Chris Thomas heads up Reseo, a search engine optimisation  company which specialises in creating and maintaining Google AdWords campaigns and Search Engine Optimisation campaigns for a range of corporate clients.

via smartcompany.com.au

Interesting to see Call Tracking starting to become mainstream in Australia even with small business. This is an interesting article by Smart Company. Nice to get a mention.