Reason to be Using Inbound Call Tracking

No matter what our business ideology is, we can all agree that inbound phone calls are one of the most important aspect if not the only important aspect in a marketing strategy.

There are several studies about why pay per call is a massive opportunity that have been done in the past and all of them show the rise in the number of inbound phone calls, especially for small and medium sized businesses.

This all implements only one thing and that is you should be using inbound call tracking to track your inbound calls and this will prove out to be a crucial part for your marketing strategy.

If you do not believe us and you are still not convinced about using an inbound call tracking solution for your business you should look up some other studies and search for some experienced clients to talk to or you can just trust our reliable resource and visit, the best community forum for professionals and newbies in the pay per call space.

The Pay Per Call Marketing Forum will help you get connected some of the best call tracking and pay per call forum. Currently this is the best option for you to join the community, become a member and enjoy all the benefits of this pay per call marketing forum.

Moving on, if an increase in the inbound call volume is not enough reason for you to use an inbound call tracking solution then we have come up with three additional reasons that you should be using call tracking for your marketing strategy and here they are:

Reason No.1: Smartphone Revolution

What confuses many marketers the most is whether or not they should give importance to their phone calls and incorporate some expensive call tracking solution for their help? Previously the only source of communication was through landline phones and so marketers were always curious about what makes their phone ring.

However, now that smartphones have taken over and people prefer texting over calling marketers don’t know if it is worth it or not. But recent studies have shown results that there has been a rise in inbound phone calls after smartphones have become common.

Everyone has a smartphone now and people still prefer a human touch of communication more than anything. So, people have been using mobile phones for purchases. They start from searching their desired option to making phone calls to the business they want to. Click to call button has also proven to be an effective marketing tool in this respect as people directly click this button and get connected with the dealer or business.

Inbound call tracking not only lets you monitor phone calls but it also lets you track the mobile researches that are generating most phone calls. this helps your business in maximizing your marketing campaigns as you will better understand your customer’s journey.

Reason 2: Inbound Phone Calls Are Important

We all know that usually phone call is the last step in a buyer’s journey. They pick up their phone to make a call to your business when they are almost ready to buy. These phone leads have a higher buying intent and they are most likely to convert.

People search for the product or service they want online and after getting the results when they have find the appropriate one for themselves they make a phone call for finally buying. Or often times if they are not calling to buy your product or services, they are calling to get more information regarding it. Which is also very important and it depends on your agent now to facilitate them in such manner that they become a quality lead or convert.

If you are using call tracking for your business you can easily route the calls to the agent that is more experienced and fits the bill. This is a much ensuring way of converting a client. Also using inbound call tracking you can track where your majority quality phone leads are coming from and then you can concentrate more on that channel.

In a marketing strategy most important step is to know what works and what doesn’t. If you know which of your channels convert and which doesn’t you are already ahead of many. You get to choose what you spend in more smartly and all this is possible if you choose to use inbound call tracking.

Reason no. 3: Important Buying is Done Offline

Marketing strategy is not complete until you don’t know what your web visitor is doing once they go offline. If you want an overall result of your ROI (Return on Investment) of all your channels then you definitely need a tool for that and what’s better than call tracking?

Let’s say that you are selling an expensive product or that you are providing a service which is very intricate or hard to explain then first and foremost thing that your customer needs is to build a relationship with you or your business. This is how it’s going to work:

After you have done advertising your product on your website and you have launched your marketing campaigns you will wait for the callers because most of them are going to want to get connected with the business first since they are spending so much of their money, they would want to know if your business is even real and they are going to decide after they talk to your agent or call center that they can trust you and your services or not.

Customers have seen to be spending money much easily after they have built a relationship with you or your business.

So, if you are not tracking your inbound phone calls you would not know that what is making your phone call ring and you would not know your customer better to persuade them to buying your product.

Inbound call tracking is the only way of getting a deeper insight into your phone calls and online or offline channels.

What is Call Analytics?

In this modern era everyone has got a smartphone with them and there is hardly anyone that doesn’t own one. So, because of this fact advertisers and marketers decided to take full advantage of that. As they saw that a majority of people were involved in communication through smartphones, they decided to change their way of connecting to their potential customer. In doing so, inbound calls became the major source of connection.

What happened was that marketers re introduced pay per call in the form of pay per click using a click to call action button on their website. The website visitors who wanted to reach their business or services were able to easily communicate with them by just clicking on that button. They used DNI technology for that and click to call became the next big thing in the marketing industry. However, pay per call still has more conversion rate than click per call.

Earlier marketers or advertisers struggled with their budgets of marketing campaigns etc. and they had multiple channels to advertise and market but there was no means of call tracking and analytics and they were losing a big chunk of important information. Marketers did know the overall progress by looking at the revenue but they wouldn’t know which of their channel is generating them the most amounts of inbound calls. So for this purpose they decide to use some call analytics and tracking of these inbound calls.

This made them aware of many things like, what is their most inbound call or conversion generating channel, how their campaigns are doing, what is going on in the conversation and other things like that. The main purpose was to make the experience of customers pleasant and to get a hold of everything which includes: marketing, budget, campaigns, etc.

What do you know of Call Analytics?

Most people often mistake it with just a count of inbound calls that your campaigns is generating. It is so much more than that. The level of attribution you may get from the call analytics is that of digital marketing level. Also, they provide you with a lot of important and valuable insights that you can use. This deep set of information helps you understand your customer’s demands, their reason to call and whether or not they like your services. A good call analytics may help you even optimize the whole caller journey. A customer’s journey from online web search to offline phone call is very important so you have to make sure that everything is perfect in between. For this purpose marketers are using call analytics more and more. Certain pay per call networks are responsible for providing their clients with call analytics and other tools to help them maximize their marketing and optimize their ROI and customer’s experience.

Call Analytics includes an insight into:

  1. Demographics

it lets you have thorough information regarding your caller’s demographic which would help you know your audience well so that you can make an informed marketing and advertising efforts. This includes caller’s age, location, name, gender, etc. Audience would appreciate more if you advertise accordingly and also, you would get more responses.

    2. History

Basically a part of call analytics is call tracking and through that you get to know the entire path or journey of your customer from online to offline interaction. For example: the kind of pages they visited before they call, what offers they looked into and also the record of any previous phone call they might have made to your business. This in turn helps to measure the ROI much more efficiently and you can choose to spend on whichever campaign that is generating more inbound calls the most.

     3. Conversation Intelligence

This lets you have all the basic outline that happened which caused conversion. This helps you build a strong understanding of your customer and the reason of their conversion. Many call analytics platform provide with call analytics that lets you scan through each call for keywords. This helps in bid for keyword and targeting as well.

Features of Call Analytics

Call Attribution: call analytics is known to capture all the basic attribution pointers like: source of marketing or channel, campaigns, most paid search keyword, landing pages, caller IDs, etc.

Reporting Real-time: another feature of call analytics is that it lets you have a look at your customer’s demographics, their time and date of call, the duration of the call, caller profiles, etc.

Keywords: it captures keyword using voice analytics. What happens is when a keyword and phrase is said on an inbound call that converts it captures it and so you are able to track the result of the call and what happened after the call, etc.

Assistance: call analytics serves as a great assistant to your sales agent because of the call recording feature and other features like when they get the information of caller right in front of them on screen.

IVR: IVR or interactive Voice Response is an advanced tool of call analytics and helps in filtering, routing, etc. of the call. It also helps in increasing the caller experience which is the main purpose as well.

Integration: you can also integrate your call analytics with other tools and technology and your CRM or marketing automation solutions, etc.

The thing with call analytics is that make sure you get the right one because if you don’t it then you will have a great deal of loss. Not using a call analytics tool is not something you can afford in today’s modern and forward world because if you do you will miss out on a lot. So, keep your fear of not knowing anything aside and visit for good assistance and they will let you get connected with the best pay per call networks that provides some of the best and leading call analytics tool.

Bing Ads Inbound Call Tracking Starter Guide

Inbound call tracking works on basic principle of analyzing phone calls your business receives which help you work on your marketing campaign.

For Bing Ads, getting to know the perfect and most successful keywords for your local or international business. Call Tracking is not only for call center whereas even a lawyer can use to improve his advertisements online. Inbound call tracking platforms work with keywords, which keywords are successful and then they improve your ads online. They even trace the calls back from the first click which resulted in the customer to be at the page where they needed to be to call you. Bing Ads, Google Ads, Television commercials, social network promotions etc.

How Inbound Call Tracking works?

First of all get a hold on the best software provider in your locality, which will provide you the call tracking software and integrate your website with few lines of codes/algorithms.

Now what these codes do? These codes help your website generate a unique number every single time a customer clicks on your website. These special numbers are tracks which help your software to generate leads if the customer calls your business.

The software will give you an overview of whichever marketing campaign gave you the best results and where you need to invest more and where you need to invest less. Whichever keywords generated more leads; all these are generated by Call Source Attribution.

Marketing with Bing Ads Pay per click Extension

Out of many search engines, Bing is second to Google and generally speaking it is older than Google. Well we all been talking about Google Ads and been overlooking BingAds. Well it is sort of an untouched market as people do still use Bing as their search engines. Basically people who buy company installed laptops actually have Bing as their default search engine. The audience Bing provides you is in general a bit older and have an higher income than Google users. Let’s have an overview of how to market your product on Bing and have good number of conversions.

Search Keywords

Unlike any search engine, Bing also has a demand for smart search keywords. Call tracking helps businesses have a better understanding of keywords which marketers can use to improve effectiveness of their marketing campaign and ads. Everyone wants their ad or their page to be optimized properly to hit the first page of any search engine so like Google you need to be very smart with your Search Engine Optimization (SEO). If you are reluctant about which search keywords to use, say no more as Bing has a great tool prepared for any business.  Bing has developed a keyword planner which will provide you with the best geographical location and best keywords for your business which will help you optimize your business to maximize results in your marketing campaigns.

All You Need is a Dialing Extension

Bing requires a dialing extension or a working number for your business which I am sure your Inbound Call Tracking software provider will be handing over to you. Now you also have a say in where is your number to be displayed in your ads, it is totally up to you.

For smartphones you can select your own click to call number for display to receiving click details. You can also optimize your ads according Skype for tablet or PC users.

For personal computers your ads will position in front of the display. You can select a local number or a toll-free number that can be used. Bing call tracking gives you an insight to campaign analytics that consist of call duration, geographical location and type of the call.

Benefits of Bing Ads for Inbound Call Tracking

Bing ads only display your number so it turns out that they can only give you a call for further details which results in higher conversion rates (CVR), bringing more production to your inbound call service. More calls mean more to your business, more lead generation. Bing ads generate 3-6% more than other click-to-pay systems. Bing ads are compatible with all; smartphones or tablets etc. Search Market Optimize experts can also import marketing campaigns from different forums to Bing Ads.

What’s the Cost?

Whenever your customer clicks on click-to-call, he/she will only pay the standard cost per click for each respective of minutes they keep engaged in.  Whether the customer is using PC, tablet or smartphones the cost is standard for all, irrespective of which URLs they are viewing.

Uploading Data to Bing Ads

Once you have your updated version of call attribution or the .xlsx or .csv file extension, upload these files to your Bing ads account.  Not that you will need to wait at least for about two hours to upload these files if you have just made the account. These files can easily be downloaded from your Call Tracking software given their Call Attribution feature. Once you have completely uploaded all your data on Bing Ads, you can also import your marketing campaigns as well. Once everything is set and done, sit back and relax.

Analyze which sort of marketing campaign is bringing you more business on Bing Ads and which marketing campaigns does your marketing team needs to work on. Keep in mind that the key to success in the digital world is by looking good, so make sure that your ads are properly detailed with information your customer needs to know. They should be provocative enough for the customer to call you for sure. You should research and optimize your marketing campaigns and websites according to the suitable keywords you find.

You can always find help at Bing search center. We have concluded answers to all the questions you must have regarding Call Tracking for Bing.

How to track inbound calls for Google Ads

Google Ads inbound call tracking basically lets you see the entire list of people, your actual and potential customers, who clicked on one of your PPC ads or clicked to call your business and then further gathered information.

The trick behind such a call tracking is that due to a high demand; it has become economically affordable to a huge range of business types. Back in the day, call tracking alone was used by large companies only; but this was also because at that time, customers didn’t prefer calling the company as much as they prefer it now. Customers now want all the information in exchange of a single click and that is why pay-per-click ads are being demanded now more than ever.

Inbound call tracking is now the basis to build a stronger customer base. How? Because it is the key to understand your customers and what they expect from your product or service. Google Ads call tracking keeps all the clicks distinct through the call extension program, which makes Google Ads different from those ads that used to put the customers under frustration by displaying non-clickable numbers instead of simply directing the call to the company.

Why You Should Use Inbound Call Tracking with Google Ads

It was hard imagine how can a single phone number be directed to the company without any complication. To avoid such a situation, Google AdWords uses the call extension program.

 This extension program was basically designed to keep the mess away; when your customer will click on the number that is displayed on your PPC ad via a call extension, the phone number will directly appear on your customer’s dial pad from where they’ll make the call normally. A unique number will be swapped with each call extension created, which will then be directed to the company’s phone number.

Keeping the number unique will keep the keywords, location and other elements distinct. This distinction is good for your business because it will help you know more about what sort of customers you are dealing with.

Google Ads Call Extensions for Inbound Call Tracking

Google Ads call tracking will not only tell you how many clicks your PPC ad received but it will also notify you where the click come from, the geolocation of the click, what device was the call made from, duration of the call which will also tell whether the call ended up in a conversation or not and other similar elements. This will help you in figuring out where your campaign ad is making the most business. You will then get a clear lead about your future strategies for your campaign ads and marketing improvements.

Keywords also come along with each call received distinctly due to the unique numbers swapped. With this information, you will know which keywords are driving the calls and as you will make improvements according to this information, you will also be maximizing your ROI by making a greater profit.

Future Benefits of Inbound Call Tracking for Your Business

Measuring return on investment of offline conversions will also become just as easy as it with the online conversions; hence you’ll be able to clearly and properly measure your entire paid search return on investment.

You will be able to manage your calls, driven by your PPC ad, more easily. Google Ads call tracking will extract out all the pieces of information it promises to generate for your business, making all steps of call tracking super easy for you and the future marketing strategies and campaigns you’ll be creating.

You will get specific lists of keywords through which you’ll be able to track calls and also the campaign that the calls were driven from. It will become easier for your company since you will already have a list of specific keywords that you will be focusing on for your future campaign PPC ads.

How to Set Up Google Ads Call Tracking For Your Business

For the basics, you need to know that you will have to add call extensions to each of your campaign ads and then enable the call reporting option. Now, to get into the details of this setup, you can follow the instructions given below,

  • You will see an option of Tools on your AdWords dashboard, select that option and go to the conversions.
  • You will be given a choice to select the type of phone call you want to track through the Google Ads call tracking. There are a total of three types of phone calls:
  1. The first type is suitable for call-only campaigns in which a phone number will be displayed in your Google Ads ad. However, google forwarding numbers will be required to properly set up the call extension or your call-only campaign.
  2. The second type of calls are the ones that will be made through a phone number that is on your website. A tracking code will be required to track the call back to your website.
  3. The third type is very similar to the first type, the difference is that instead of displaying a phone number on your campaign ad, a ‘call now’ button will be available which will direct the call to the phone number on your mobile site with the help of a tag available on your mobile site.
  • You will then be required to specify the type of conversion that you are willing to go for in order to receive successful phone calls. You will be required to specify the name of your conversion, monetary value of your conversion, the length of the call for it to be considered a conversion, what way you want your conversions to be counted back to your website, how long you would want to wait to track the conversion after a click and the type or category of the call it will be.
  • You will then be further required to specify the requirements that are listed above in the text, depending on what type of phone call you have chosen for your campaign’s call extension.

Lastly, you will be required to see how easily your calls will be tracked and information will be extracted out for your business. Everything will be made available right on your fingertips. 

How Inbound Call Tracking works for PPC Campaigns

As technology is advancing, time is becoming more and more limited for your consumers. Their needs and requirements are advancing as well since all that people nowadays want is everything to be on their fingertips. They want options to become easier and consume less of their time. People are not to be blamed for wanting quicker ways, the world keeps becoming faster with more options of technology so marketers constantly have to keep up with such a pace of technological advancements.

Most of your customers are out there simply scrolling through their social media and they could actually be capable of becoming your actual customers besides all the potential ones; you just need to get their attention at the very right time. But how will you get that to happen? You can’t constantly email or call your customers since you are definitely not willing to repel your customers away.

What if you were to get your call tracking be assisted by a paid ad? Normally known as PPC (pay-per-click); with one of these ads, you will not be constantly calling all your customers in order to make sure you don’t miss out the time where they could actually be considering your company. The PPC ad will reach them whenever they are simply scrolling through their phone and will gather information simply on the basis of who clicked on the ads.

How PPC, one of the new marketing strategies, can effectively assist call tracking for a company? Let’s first discuss how these ads basically work.

How does a PPC Ad Work?

In order to avoid complications in the information being gathered through many different campaigns, a different number is given to each of the campaigns. Why different numbers for each campaign? It is to keep traffic and their responses distinct from each other; distinct information is golden for the use of call tracking.

PPC of each of those campaigns are then run on different platforms. For example, there are Facebook ads, Bing ads, and Google adwords etc. Your customers could be scrolling through any of google or facebook page, not really thinking about your company but they could actually end up becoming your customer simply by seeing your campaigns paid ad in their newsfeed.

Once the ad grabs the person’s attention, it will offer them to call the company right away. On one click, the person will be directed to the company’s number through which they will be able to conveniently call and ask for information regarding whatever they found themselves interested in.

PPC Ads Improve Your Call Tracking

What should be the goal of a call-oriented business? To maximize the effectiveness of their services through call tracking; and a PPC will very effectively bring you better outcomes.

How will an ad ensure a positive response? We have discussed that through call tracking, we keep the campaigns distinct by giving each of them different phone numbers. This results in distinct directions for each of the campaign. Different responses come from each of the campaign and thus the company knows what how and what to target their customers with.

You will know what sort of people have been clicking on your ads. With such an information, the ad will be designed in accordance with what that specific campaigns customers would like. Pinpointed strategies are applied on these ads to maximize the positive responses that are to be received by the company.

Ads are On Their Way to Become The Closest Way to Reach Your Customers

Customers nowadays are not usually looking for options just to reach your company. This could also be due to the increased amount of competition in the digital marketing world. Almost every other company is now using call tracking with these PPC ads. So, customers now expect to reach your company just as easily as all the other companies using such ad campaigns.

PPC ads are known to be expensive even though they actually bring about a greater profit. It’s only a matter of time when PPC ads will become a necessity for the call tracking to work more effectively. This is not due to the call tracking being ineffective, but the customers wanting the companies to be more easily reachable.

PPC Ads Create Greater Customer Value

Your company might have just what your customer needs and they could simply be a click away from becoming your actual customer. PPC ads are best for creating awareness about your campaigns.

Everything related to marketing your product or service has quickly shifted to smartphones and that means every company now needs newer strategies along with call tracking. Once customers will realize that companies are working to be more easily available for their customers, it will create customer value.

Foreseeing Future Benefits

Inbound call tracking requires a less amount of money but even so, it provides you with an in depth information about your customers. And this information is already compartmentalized under each campaign and its different outcomes. The campaigns ads let you know with what type of people you’re marketing your product or service; hence, generating greater ROI through the combined effect of call tracking and PPC ads.

Keyword Level Inbound Call Tracking

Inbound call tracking provides you with information about where the call is being made from. It distinguishes the ones coming from the call-only ads and the calls being made through some other source.

You can manage and plan your future spending in accordance with the most effective results you received from one of your campaigns. This will help you set your direction in the way where your customers want you to be.

Call Tracking in The Digital World?

Well as we have discussed earlier about the wonders call tracking can do for your inbound calls, call tracking in my point of view is the phenomenon that helps consumers understand the basic psyche of their customer and how they have to deal with them. PPC ads pay out a lot more than we expect them to, I hope after reading this you have a deep insight of call tracking via PPC.

Best Tools for Managing Your Inbound Calls

These days’ phone calls are the essence of anyone’s business, or maybe they only account for a small fraction that they want to grow. Also, call tracking is to be an essential part of anyone’s overall marketing mix that helps you make better-informed marketing decisions and drive success. A call tracking platform registers information about incoming telephone calls, and in some regions even the chats.


These are the following features commonly found in call tracking:

  • API
  • Voice Analytics
  • Google Analytics Integration
  • Google Adwords Integration
  • CRM Integrations
  • Exporting Reports
  • IVR features

However, for determining which service provider to choose, first, you need to know what exactly you need and what you don’t. Once you conclude that, find the provider that offers the best services for you at the correct price.


There are formerly four technological methods for telephone tracking:

Campaign Number Tracking

As a rule, advertisers are provided a multitude of service numbers for customer feedback, where landline numbers can also be used. Allows each online banner, any number and each print ad of other advertising media to communicate an individual phone number as a response element. Dissimilar the call-back procedure, call number tracking does not include any web-based functions but is based on a telephone server solution.

Dynamic Number tracking

In essence, providers for this type of service supply users with software that is placed on their website which controls what numbers are shown to users on the site. Dynamic call tracking works similarly to Google Analytics but has supplementary software that allows websites to enthusiastically swap phone numbers presented to each user when the website loads, this is branded as dynamic call tracking. There are two key methods of Dynamic Call Tracking:

  1. Unique session tracking
  2. Channel based tracking

Unique session tracking provides a much more rounded data-set for marketing purposes and can be integrated with industry standard software such as Google Analytics, AdWords, CRM Systems and etc. It tracks down to each user session on a website, by pooling numbers and allocating each web session a number for a period of time, also known as dynamic number insertion. This agrees web-tracking software to accurately link each call to a web session if it consequences in a call being made to the number shown. The data which can be drawn from this method can be:

  • Content
  • Device Type
  • UTM Parameters
  • Keyword
  • IP Address Location
  • Landing page
  • Conversion Page
  • Marketing Source
  • Marketing Medium
  • Marketing Campaign
  • Experiments (if A/B Split Testing)

This method involves assigning a particular number for a particular source of the web session. Channel based tracking allows businesses to capture information on call sources down to the marketing channel, such as, Bing Ads, Referral Traffic, AdWords and Organics etc. This provides a breakdown of the source of the call but does not provide particular information about the web session.

Static Number Tracking

It permits the marketers to traditional marketing sources and assign an individual phone number to online such as Television, Newspaper, Billboards, Radio and other avenues of delivery for marketing materials and it diverges from session based tracking as software cannot be run to dynamically replace the numbers for each viewer, nevertheless, this is advantageous for marketing tenacities.

Many integrations allow you to tag recorded calls to customer conversations, helping you create better, more sustainable relationships with prospective and current customers. And before you know it, you’ll be on your way to better visibility!


top call tracking tools

   1. Ringba

The best inbound call tracking software by far. An intelligent Call Tracking and Analytics platform with easy to use tools and access to tracking phone numbers in 50+ countries on every continent. Using call routing tools like Interactive Voice Response, Ringba gives marketers the ability to track, manage and scale their inbound call campaigns.

    2. CallRail

This offers inbound call tracking to marketing agencies in North America and more than 60,000 corporations. Company’s instinctual software helps data-driven marketers to adjust the performance of their increase sales effectiveness, improve customer preservation and advertising campaigns.

    3. CallTrackingMetrics

They are encompassed of technical support engineers, developers, account managers, designers, and marketers who are obsessive about making their products better, every day. Like their customers, their team is relentlessly pursuing excellence. They are never fulfilled with the status quo and they challenge and empower their teams to achieve their goals.

    4. Convirza

They are the first creativity call optimization platform and inbound call tracking. They associate modern call tracking with the powerful analysis of phone calls. Convirza practices sophisticated algorithms and speech recognition technology to gauge measure conversions, lead quality, and take action with fully-furnished marketing mechanization. They support improve close rates, increase revenue and sophisticated marketers make better decisions. Convirza is developing promptly. They just acquired the call tracking division of CallSource and media and changed their name from LogMyCalls to Convirza. They are headquartered in the Silicon Slopes of Utah with a satellite office in Agoura Hills, California.

    5. Invoca

This organization allows the modern marketer optimize for the greatest important stair in the customer journey. Dealers can set this data to work directly in the Voice Marketing Cloud by automating the ideal customer experience before, during and after each call. With an ecosystem of over 30 technology partners, marketers can inject call intelligence into their existing technology stack, giving them the ability to orchestrate a true omnichannel customer trip. Voice Marketing Cloud, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who is calling and analyze what’s being said in conversations.