How Call Tracking is Paving the Way for a Brighter Digital Marketing Future

Analytics plays a key role in digital marketing. It helps marketers determine which of their strategies are paying off and what’s not doing so well. It provides them with information that allows them to improve their campaigns and reach more customers.

Technology is constantly advancing to make analytics smarter, more helpful, and easier to work with. Recently, call tracking in particular has been responsible for boosting conversions and helping marketers optimize campaigns making it a key focus for businesses and tech companies alike. This article will discuss the benefits of call tracking and what companies can look forward to when integrating this valuable tool.

Improvements in Call Analytics

Call analytic platforms to track online and offline leads following a call from its source, which may be a website, social media platform, or display ad, to a sales representative. Technology is currently updating to make these analytics more sophisticated via the following methods:

Builds First-Party Data Bases: Google’s announcement to block access to third-party cookie data has made first-party data such as phone calls more valuable than ever when it comes to building privacy-compliant customer bases. Call analytics platforms provide a solution by facilitating the collection and analysis of caller data.

Traces the Customer Journey: Call analytics platforms to track online to offline activity across channels so the marketer can better understand how each touchpoint works to increase conversions. This makes for better resource allocation and more effective communication strategies.

Optimizes Marketing Campaigns: Call analytics platforms can trace each phone call to the keywords, ads, and web pages that made the caller pick up the phone. They allow marketers to assign unique phone numbers for each website visitor to determine what elements are bringing in quality leads and which are turning off customers. This facilitates the understanding of consumer demographics and product interests allowing marketers to optimize their campaigns.

Segments and Targets Audiences: Call analytics platforms can be used to record and transcribe calls. AI can be brought in to determine the characteristics of high-performing leads. This allows marketers to segment customers and market to each group effectively.

Allows a More Personalized Experience: Call analytics using AI to categorize calls based on source, geography, demographics, purchase history, and intent. This information can be used to provide a personalized caller experience.

Improves Sales Rep Development: Many call analytics platforms have sales performance and evaluation tools that can be used to score each call, improve call scripts and send real-time alerts when sales are lost guiding the way for more effective conversations in the future.

What Agencies Can Benefit From Call Tracking?

CallRail is a company that provides software for the tracking and analytics of phone calls and web forms. A study was recently performed reviewing 129,393,520 calls made over a 10-month period coming from the company’s customer base of 150,000 small businesses and agencies.

The calls were spread out over a wide variety of industries. Results showed that advertising and marketing was an industry that could bring in the most conversions via calls brought in through inbound marketing.

Advertising and marketing brought in the most phone call accounting for 45 million of the 129 million-plus. This includes inbound calls made to agencies as well as the inbound calls agencies handled for their clients.

Companies were shown to benefit most by using call tracking to optimize their marketing, improve existing services and offer new services that are best suited for their customers.

Real estate is another industry included in the study.

Real estate agents and investors have long been relying on outbound marketing strategies, but now that millennials are dominating the marketplace, it’s time to make the shift. So how are they holding up?

Inbound marketing is proving to minimize risks and be a less time-consuming strategy for real estate professionals. It’s allowing them to reduce their reliance on list buying and bring in high-quality leads with less guesswork.

The Role of Call Tracking in 2021

2020 was a year plagued with a considerable amount of financial uncertainty. However, many companies are reporting an improvement in overall sales when comparing 2020 to 2019. And, although they’re still maybe some unknowns regarding how they will do in 2021, the future is looking bright.

When companies were asked how they were able to fare so well in spite of the coronavirus, political unrest, and other factors, many cite call tracking and form tracking as their lifeboat.

Not only does call tracking allow businesses to see how effective their inbound marketing strategies are, it allows them to show clients how many leads they are generating. Call tracking, lead form tracking, and call recording analysis were shown as being highly effective in boosting marketing and conversions.


Call tracking has proven to be an essential tool in increasing sales and optimizing marketing campaigns. It is a key reason why many businesses have kept their head above water through 2020 and it will continue to be valuable as companies navigate through the year ahead. When paired with lead form tracking and recording analysis, it can make for a brighter financial future all around.

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