As a small business owner, gathering offline data and analyzing it might not seem as essential to your marketing efforts as online analytics does. But in all actuality, if you’re receiving phone calls from customers then you’re already missing out on valuable leads by not tracking them.
Tracking calls gives you invaluable insight into how prospective customers interact with your business offline. It gives you information about the sources of the incoming calls, where they were placed from, when they were made and much more.
With this in mind, in this post, we’ll run the rule over some of the best call tracking services for local businesses and highlight the standout features each one has to offer. But before we begin, let’s take a look at how your local business can benefit from call tracking.
Why Your Local Business Needs Call Tracking
Small businesses need measurable marketing campaigns to help them gauge what works and what doesn’t. And one way to analyze your offline marketing campaigns is through call tracking.
At the bare minimum, call tracking allows users to assign different phone numbers to different online and offline marketing campaigns. When a prospect calls on one of these numbers, their call is forwarded to your main business phone number and they are connected with a customer sales representative.
Having different numbers appear on different campaigns makes it possible for business owners to determine which marketing strategy was most effective in terms of generating phone traffic. In addition to this, phone call tracking enables you to track some valuable metrics such as:
- Call volume. The number of calls you receive over a given duration can help you identify patterns that will allow you to optimize your marketing strategies.
- Call duration. Measuring call durations allows you to evaluate which marketing campaigns were more effective and led to prolonged phone calls.
- First-time callers. Since call tracking services keep a record of all incoming calls, it’s easy to isolate prospects who are first-time callers. This tells you which marketing campaigns were most effective at bringing in new phone leads.
Simply put, call tracking can give you a clear-cut assessment of how customers interact with your business offline and how effective your marketing campaigns truly are.
5 Best Call Tracking Services for Local Businesses
There are a number of factors that go into choosing a high-quality call tracking service provider. For this roundup, we’ve selected some of the best contenders based on reliability, responsiveness, value, and integrations. Let’s step through them one at a time.
CallRail is one of the most popular call tracking service providers out there that, as of this writing, caters to over 50,000 businesses globally. It allows users to assign phone numbers to different online and offline marketing campaigns, view which channels drove conversions, and integrate with Google Analytics for an in-depth analysis.
With CallRail, you’re able to leverage the built-in CallScore functionality that uses voice intelligence technology to determine whether or not it is a lead. In addition to this, visitor and keyword call tracking helps you determine which campaigns, sites, and search keywords drive the most conversions.
- Record calls for lead qualification.
- Visual call transcriptions to analyze call content instantly.
- Real-time reporting and instant notifications.
Price: Starting from $30 per month.
CallTrackingMetrics is a powerful call tracking service that focuses on helping you track your customers’ journeys across online and offline channels. It features keyword-level attribution and mobile click-to-call tracking allowing you to measure phone calls placed from mobile devices.
The standout feature on offer with CallTrackingMetrics is its built-in text messaging functionality that allows users to manage their contacts and text campaigns. Additionally, the service comes with its own call management system that gives you call tracking and call center software in a single platform.
- Send and receive text messages via tracking phone numbers.
- Different report types including call reports, live agent reports, and ROI reports.
- Integrates with Google Analytics and Google Adwords.
Price: Starting from $19 per month.
3. Phone Wagon
Phone Wagon is an intuitive, easy to use call tracking service that you can get started with in three simple steps – add a number, search area codes, and configure number. And once you’re all set up with their system, you’ll be able to begin tracking the quality and quantity of phone calls placed through each different tracking number.
If you find that a particular marketing campaign isn’t working out too well for you, you can simply turn it off and instead optimize the campaigns that are generating phone call leads with improved messaging and advertisements.
- Incredibly intuitive and easy to setup.
- Allows you to turn off campaigns that aren’t performing well.
- Select whether to play a greeting message or whisper message.
Price: Starting from $25 per month.
Invoca’s Signal intelligence engine taps into hundreds of pre-set data points and harnesses the power of machine learning to help you evaluate all kinds of call tracking metrics. With Invoca Voice Marketing Cloud, you can gather information about where the phone calls are coming from, the caller’s location, outcome of the phone call, and valuable insights into the customer journey.
And if you’d like to personalize your calls then you can tap into its real-time insights to learn about the context of the call and leverage call routing to optimize conversions. In addition to this, Invoca integrates seamlessly with virtually every major marketing platform which makes it easy for digital marketers to optimize every channel.
- Lets you create look-alike audiences in Facebook.
- Allows you to set triggers automatically based on insights gathered from conversations.
- Integrates with Google Analytics, Optimizely, Salesforce, and more.
Price: Contact Invoca for pricing; free trial available.
WhatConverts is a comprehensive call tracking service that goes beyond phone call tracking to measure all kinds of customer interactions including those made through web forms and e-commerce transactions. Its dynamic phone number insertion functionality allows you to assign tracking numbers to traffic sources or keywords.
WhatConverts makes it easy for all kinds of users to get started regardless of their technical expertise. In addition to this, it also lets you record specific phone calls for lead qualification or for training employees.
- Keyword and campaign level tracking.
- Allows you to set a greeting message or whisper message.
- Simplified, real-time reporting for total leads tracked by method and source.
Price: Starting from $30 per month.
If you want to increase your customer base and work towards growing your business then you’re going to need a solid, successful marketing campaign. Call tracking is a great way to gather detailed and actionable data about which of your marketing campaigns are driving phone leads.
Which features do you look for in a call tracking service for your local business? Let us know by commenting below!