When it comes to Web Analytics, a lot of attention is paid to online conversions such as form submissions, newsletter signups or online purchases, but what about offline conversions?  For local service businesses, the vast majority of contacts from their website come via a phone call.   In fact, I’ve seen cases where 100% of website contacts come from phone calls.  Without a way to track the calls, these businesses are only seeing the tip of the conversion iceberg and not fully understanding the success of their website.  We have recently found a way to incorporate call tracking into Google Analytics.  For local businesses, it’s perfect since now we can see the entire conversion picture in a single report.   As the report below shows, phone call tracking for Google Analytics is an important metric to keep track of.

Depending on the client’s needs, the report detail is quite amazing. We can now track phone calls down to the keyword level. You read that right. Just like online conversion tracking can tell which keyword phrases are converting and which aren’t, we can now do that with phone calls.  What a great way to fine-tune an Adwords program!  We can keep the phrases that drive calls and remove the ones that don’t. Pretty powerful stuff. Below is a sample report.

Interesting insight into the use of call tracking from an SEM consultants point of view.

Jet Interactive is the first Australian based company to integrate call tracking into google analytics. Enabling marketing agencies and internal marketing manages to gain a wholistic view of their marketing effectiveness and the true ROI from Campaigns.

Please contact us for further information about Jet Call Tracker and our Google Analytics integration.

This great article from Gregg Stewart highlights the fact that even in the US only 5% of businesses use a Call Tracking product despite the findings that, on average, 46 percent of local online searchers responded to a business via the telephone, the single-largest response channel.

Studies that Jet have done here in Australia, along with other overseas research indicate that up 70% of responses to online advertising are via the phone.

So as Stewart indicates - if you are not measuring the source of your phone calls then you cannot optimise your online search.

I have not heard of an Australian study on Call Tracker penetration but I suspect it is well below the present US 5%.

If you are an Australian business looking to track either your online or offline call response please give the friendly team at Jet a call on 1300 10 13 10 www.jetinteractive.com.au

Another great article from the guys at Dynamic Interactive talking about the importance of tracking individual media and its effect on ROI with small businesses.

Jet is already seeing this trend played out with small businesses here in Australia. If you start off with a small budget you cannot afford to waste any of it.

It's all about working smarter and more efficiently.

Tuesday, November 3rd, 2009 by Elan

Given all of the web analytics tools out there, tracking online conversions is relatively easy. The big challenge for marketers is tracking offline conversions like phone calls. Since most businesses still rely on phone calls, not web form submissions, this is a critical piece of online marketing.

Here Are 7 Phone Call Tracking Tools To Add To Your Online Marketing Arsenal

1. Call Tracking Numbers

2. Google Analytics Integration

3. Dynamic Phone Number Insertion (PPC Call Tracking)

4. Call Tracking Reports

5. Call Routing Tools

6. Campaign Management

7. Reseller Program

Want to learn more about these 7 Call Tracking tools? Give us a call!

Jet Interactive have been fans of the work that ifbyphone has been doing in the American market.

Here is a list of things that you need to think about before getting involved in tracking the response to any media - whether it be online or offline.

If you have any questions on how to get started in Call Tracking in Australia get in contact with the guys at Jet www.jetinteractive.com.au