Invoca, an AI-powered call tracking platform, published their Call Tracking Study Guide[1] in March of this year. The in-depth guide demystifies call tracking technology and reviews how call tracking tools help marketers connect digital campaign data to inbound customer phone calls.
Call tracking is a powerful way for marketers to understand exactly where phone calls are coming from with granularity that, for the most robust tools, can extend down to the keyword level. This data helps reveal what platforms, publishers, keywords, and channels drive high-intent customers[2] to call and can help marketers create a more informed media allocation strategy.
Content produced in collaboration with Invoca.[3]
Call tracking 101: A brief introduction
Invoca uses a snippet of JavaScript code placed on your website to track calls. After the code snippet is placed on the landing page, it swaps out your standard business phone number with a trackable, dynamic phone number which is unique to each website visitor.
The tag also captures various referrer elements such as utm source, medium, paid search[4] keyword and Google click ID—this is what enables Invoca to connect user data to phone calls.
Example of dynamic tracking phone numbers on a landing page—source: Invoca
When the tracking number is called, the platform can also route the caller to the appropriate person or call center depending on what marketing content they are viewing, reducing time on hold and call transfers. Data is collected based on the specific call number which can include caller information, keyword, referrer type (e.g., banner ad, search ad, or social media ad) and referral source (e.g., Google, Facebook, etc.) which can also be used to