How to track phone calls from your website
There are lots of things you can track as goals or events from your website through Google Analytics, such as form submissions, downloads or PDF’s, mailto’s etc.
One of the really big problems has been tracking phone calls that came through to your business as a result of people seeing your phone number on your website.
It’s a really important lead conversion event, but for a long time has really only been possible through specialised companies such as www.jetinteractive.com.au who can (amongst other things) dynamically change the phone number on your site to identify where a phone call originated from.
For small to medium business owners, solutions like Jet Interactive’s might be a little out of reach.
But lately I’ve been seeing some really simple solutions to help with Call tracking which I thought I’d share.
Realestate.com.au uses a great system to fire an event to their analytics account when they hope a phone call is about to be made. They simply hide the phone number behind a link. You have to click the link to reveal the phone number, and that click event fires off a conversion to their analytics account.
Another really good example is from an accounting company in Queensland.
As you can see, you need to click the phone number to reveal the rest of it. When this click occurs this is recorded in Google Analytics. There’s a case study about how this was done on the above website here: http://www.marketinghub.info/phone-conversionlead-tracking-for-offline-businesses/. It includes all the code to get you going as well.
While it won’t be 100% accurate because I’m sure some people will click the link but not call you, it should give you an idea in your analytics account.
Below is a screenshot which cross references the source of the traffic to the site and phone call “click events”.
By understanding which sources of traffic have delivered active phone leads has helped the owner of the business make informed decisions about whether to continue advertising with the Yellow Pages for example.
That’s pretty powerful tracking and very easy for any developer to implement.
A big thanks to Daniel Brady from http://www.marketinghub.info for agreeing to let me use some of the material from his case study this week.
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