There is a fine line between a successful marketing campaign and one that irritates customers.
Indeed, 2022 Twilio research suggests that most customers feel that they receive too many messages from companies they have shared their contact details with.
Such results remind marketing teams of just how critical it is to test, learn from, and optimize marketing campaigns. Call tracking metrics are an essential part of doing so.
What Are Call Tracking Metrics?
Call tracking metrics enable contact centers to quantify how many calls they receive due to a particular marketing campaign. They also share more insights into the nature of these calls.
For example, particular call tracking metrics analyze the sentiment of customers calling in, the business they generate, and the efficiency of contact center teams in dealing with these callers.
Consider the following scenario: a restaurant runs a campaign for a pop-up dinner, targeting nearby customers. The ad appears across social media, Google, and various other platforms, along with the restaurant’s phone number.
When interested customers call the number, they route through the business phone system. However, there is no way to know which ad the customer saw and, therefore, which campaign attracted them.
Call tracking metrics aim to address this disconnect. They track the call back to its source of marketing attribution so that businesses can quantify the success of individual campaigns.
For large organizations running scores of campaigns simultaneously that aim to attract interest through the voice channel, call tracking metrics are an indispensable tool.
Which Call Tracking Metrics Should You Measure?
Call tracking solutions allow users to measure several metrics, including the following examples.
Call Volumes
Measuring how marketing campaigns impact contact volumes enables marketing teams to track the interest that each campaign generates.
Ticket tagging is essential to such a strategy, a process that helpdesk tools will automate to ensure accuracy when measuring the resultant call volumes.
Users can segment demand for each campaign to track engagement, spot trends, and replicate best practices.
However, it is critical to ensure this correlates with a healthy conversion rate. If not, businesses may waste resources thanks to the additional costs of hiring more staff.
Conversion Rate for Calls
Conversion rates highlight how many callers convert into paying customers. A high conversion rate indicates a positive return on investment (ROI) from the marketing campaign.
Also, the metric helps companies understand which campaigns drive the most conversions, perform below average, or create confusion.
Finally, if the conversion rate is low, it may highlight that contact center agents have not received the required amount of training to sufficiently handle these calls.
First-Time Callers
This call tracking metric reveals the number of first-time callers who respond to a marketing campaign for the first time, highlighting how the ad supplements customer acquisition.
Indeed, first-time callers are essential leads that a business obtains through inbound marketing campaigns. Call tracking metrics help measure and map out these leads.