As a marketer, you’re tracking clicks, impressions, and form submissions, but you could be missing the conversions that matter most.
Phone calls convert at significantly higher rates than digital interactions, yet most marketers can’t accurately measure their phone-driven return on investment (ROI).
This creates a blind spot in campaign measurement. You might celebrate high click-through rates while overlooking the fact that your campaigns aren’t driving actual revenue through online conversions. Call tracking solutions with Mediahawk can help you bridge this gap.
Why traditional analytics miss the mark
Digital analytics platforms excel at measuring website behaviour, but can’t track what happens when prospects pick up the phone. This limitation creates significant gaps, especially for businesses like care homes or car dealerships, where phone conversations drive the majority of high-value conversions.
If prospects call after clicking your PPC ads, visiting from organic search, or engaging with social media content, these calls won’t appear as conversions or events in your website analytics. Without call tracking integrated with Google Analytics, you can’t link phone call conversions to an online journey, and you lose visibility into which campaigns actually influenced the customer’s decision to call.
This will lead you to optimise campaigns based on incomplete data, potentially cutting budgets from your most effective lead-generation activities while increasing spend on channels that generate clicks but no revenue.
Connect every call to its marketing source
Call tracking software solves this attribution challenge by assigning unique phone numbers to different campaigns, channels, and even specific keywords. When prospects call, the platform captures their complete digital journey, revealing exactly which marketing touchpoint triggered their enquiry.
This granular attribution goes beyond basic campaign identification. You’ll see which landing pages, blog posts, or ad variations drive the most phone call leads. Advanced tracking capabilities can even show how prospects moved between different channels before converting via phone.
Read Also: How To Use Data Analytics To Improve Email Marketing Campaigns
Analyse conversation quality, not just quantity
Measuring call volume tells only part of the story. What really matters is understanding which calls convert to actual sales and which campaigns drive the highest-quality prospects.
Speech Analytics automatically transcribes and analyses every phone call conversation, identifying keywords and outcomes that indicate purchase intent.
The software can identify specific conversation patterns that lead to successful outcomes. If prospects asking about particular features or services are more likely to convert, you can optimise your campaigns to attract similar enquiries.
Optimise budgets based on revenue, not vanity metrics
Traditional campaign optimisation focuses on cost-per-click or cost-per-lead metrics that don’t account for lead quality. Call tracking changes this by connecting marketing activities directly to revenue outcomes through Sales Matching capabilities.
You’ll see which campaigns generate calls that convert to actual sales, enabling optimisation based on customer acquisition costs rather than superficial engagement metrics. This revenue-focused approach ensures budget allocation decisions drive genuine business growth.
Real-time performance monitoring allows immediate campaign adjustments when opportunities arise. If certain keywords or channels show strong phone conversion rates, you can increase investments instantly, rather than waiting for weekly reports.
Understand the complete customer journey
Prospects rarely convert immediately. They research extensively, compare options, and often revisit your content multiple times before making contact. Cross-channel attribution reveals how these complex journeys unfold.
Read Also: The Benefits of Implementing AI Solutions for Business Communication
Transform your measurement approach
True campaign performance measurement requires visibility into all conversion channels, especially phone call interactions that often represent your highest-value prospects. Call tracking provides this missing attribution layer, enabling data-driven optimisation that actually impacts your ROI.
