objective​
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Accurately measure ‘Active Contact’ – a key brand KPI
case study:
closing the data gap
solution​
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Used trackable phone numbers to monitor calls received from brand website and local search marketing
Used data collection in conjunction with digital statistics to provide overall picture of contact
outcome​
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Local search evaluated at a meaningful conversion level (by centre)
ROI provided for activity where media spend was identified and telephone was main response channel (PPC)
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Current and historical call tracking data can still be reviewed. Data is accessible from 2007
(project commencement):
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Over 1.8m effective calls tracked to date
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Over 13,000 effective calls per month
how many calls received from the website/GMB/PPC etc
customise your data range
here, the brand website is generating most calls
dig deeper around call duration, as well as effective and ineffective calls
learnings​
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By call tracking, we can show how you many calls each marketing source generates – helping you maximise your marketing budget. Spend more on what works and less on what doesn’t