Call Analytics helps to close the loop with digital marketing by providing data that web analytics can’t. Companies operating without Call Analytics get an incomplete picture of all potential revenue streams due to only monitoring and optimising the campaign for online responses. Call Analytics, allows companies to gain greater customer insight, enhance their customer interactions and increase business operations more so than ever before. Utilising Call Analytics with web advertising or integrated marketing campaigns provide a great return on marketing investments by showing where the customers calling your business a coming from, either via keyword, campaign medium or geographical area.

An effective Call Analytics tool will allow you to see a range of information including ad source, campaign, keyword source, time of day, call duration, unique and repeat callers, missed calls, location and demographics of the callers. What’s more, Call Analytics tell you what’s working and what’s not, creating actionable insights about the most cost effectively areas of advertising.

When implementing call analytics technology consider the following keys to success:

1. Determine what data you really need then track it closely - Each company requires different types of data, and what’s valuable to someone else may not be as valuable to you. Determine what you need to monitor (e.g., campaign, ad group, keyword, ) then watch and track it closely.
2. Dynamic Number Replacement and Unique Landing Pages - Using different numbers in various places allows companies to track where customers are finding them. Some ad groups result in greater percentage of calls vs others which are more online based.   
3. Call optimize your landing pages – For those customers that actually look for a phone number. Don’t hide it. To generate the highest results, your phone number should appear at the top and bottom of all web pages
4. Implement an “after hours” strategy.  – It is surprising how many customers call after hours when they are at home. Can you afford to lose these customers?
5. Establish and leverage baseline data - Use all the data available, a mixture of Web Analytics, Call Analytics and CRM data. Giving you the greatest insight into your customers and increasing your business operations.