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Call Tracking Feature in Modern Contact Center Systems

Call Tracking Feature in Modern Contact Center Systems

Modern contact center systems have evolved far beyond being mere tools for handling phone calls, now they offer features that help understand and analyze data with incredible accuracy and link insights to customer behavior.
One of the most outstanding features is Call Tracking.

The term “Call Tracking” is often misunderstood. Many people might think it’s a tool for monitoring contact center employees, checking whether sales representatives follow pre-written scripts or responses, or even a supervisory tool used for personal purposes.
However, this perception is inaccurate, as call tracking is used in a completely different context, where marketers rely on it to identify and analyze call sources in order to accurately evaluate the performance of advertising and marketing campaigns and optimize their results.

What Is Call Tracking?

Call tracking feature is a tool that enables marketing teams to collect valuable information from every incoming call.

This information is used to measure the actual results of ad campaigns and clearly answers questions such as:

  • The reason that prompted the customer to make the call.
  • Distinguishing serious, high-intent calls from general inquiries.
  • Identifying the specific advertisement or webpage that prompted the call.
  • Recording and analyzing the outcome of the call within the context of the marketing campaign.
For example, when a customer calls a company that uses a call tracking system, the system can determine:

  • The webpage the customer visited.
  • The advertisement the customer viewed.
  • The social media platform the customer came from.
  • The keywords they searched for in search engines that led to the call.

In addition to tracking the source of the call, AI-powered conversation analytics can be used to analyze the content of the call itself.

This analysis helps to determine whether the call resulted in:

  • Completed purchases.
  • Appointment bookings.
  • Requests for price quotations.
  • Or achieving what marketers refer to as a conversion.
This data is subsequently used in:

  • Improving future advertisements.
  • Evaluating the success of marketing campaigns.
  • Developing website content based on customer interests.
  • Enhancing social media strategies to attract high-value customers through phone calls.
The Importance of Call Tracking in Measuring Return on Investment (ROI)

Without using call tracking feature, it becomes difficult to measure the ROI of marketing efforts that rely on phone calls as a primary conversion channel.

According to reports from Forrester, 84% of marketers consider phone calls to be one of the most effective conversion channels in terms of quality and purchase value compared to other marketing channels.

How Does Call Tracking Software Work?

Through cloud-based call tracking programs offered by advanced contact center systems like Telsip, marketers can link customers’ online digital data with the phone calls they make to the company.

This is done using simple JavaScript codes added to the website to collect important data, such as:

  • The specific keywords and terms that led the customer to reach your business.
  • The source of the visit, which marketing channel and type of ad campaign that captured the customer’s interest.
  • Customer browsing behavior, such as which pages they visited, the time spent on each page, and click points within the page.
  • The use of click-to-call phone numbers on the website, which directly connect the customer to the call center and link them with customer service or the sales team.
  • When a customer calls a number provided by the system, the call is automatically routed and linked in real time to the customer’s prior digital data, enabling analysis of the call within its proper context.
How Do Marketers Benefit from Call Tracking?

Marketers rely on call tracking feature to analyze the performance of paid ads, such as Google Ads and social media campaigns, in order to optimize marketing performance by linking digital data with the phone calls made by customers.

The Value of Incoming Call Tracking for Businesses
  • Gaining deeper insights into customers, classifying them by interest level and purchase intent, and building comprehensive profiles based on conversations.
  • Reducing waste in advertising budgets that don’t generate leads and improving Return on Ad Spend (ROAS).
  • Smartly retargeting callers with personalized ads based on their preferences and purchase history.
  • Developing marketing messages using the same words and language customers actually use.
  • Increasing conversion rates by analyzing and developing sales team performance.
  • Increasing advertising budgets strategically to attract higher-value customers.
  • Direct integration with Customer Relationship Management (CRM) systems.
  • Reducing Cost Per Click (CPC) and Cost Per Acquisition (CPA).
  • Measuring the true ROI of each marketing campaign.
  • Accurately tracking all phone-based conversions.
Which Industries Benefit the Most from Call Tracking?

This feature is particularly suitable for businesses that rely heavily on phone calls as a primary customer acquisition channel, especially:

  • Telecommunications companies and franchise businesses.
  • Healthcare institutions and banking services.
  • Automotive, travel, and tourism agencies.
  • Real estate and insurance firms.
Key Questions and Criteria for Choosing a Call Tracking System
Before investing in any contact center system that offers this feature, it is recommended to consider a few key points and be sure to ask the following questions:

  • Does it support tracking multiple calls from different numbers within the same page?
  • Does it provide clear reports on how many calls actually converted into sales?
  • Can the system accurately track keywords and click paths?
  • Does the system integrate easily with the marketing tools and CRM you use?
  • Does the system support AI for call analysis and transcription, and how accurate is it?
  • Can call transcripts be analyzed to extract important keywords based on their relevance to the marketing funnel?

Telsip — an all-in-one cloud communications platform that combines a cloud PBX, a cloud contact center, unified OMNI channels, and a WebRTC-powered softphone, with seamless CRM integration and professional support; it delivers intelligent call management, unified conversations, and real-time reports that enhance your team’s efficiency and your customers’ experience.

For more information about Telsip products and services, leave your data and one of our specialists will contact you..

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