What is Call Tracking?
Call tracking allows marketers to track calls from a dedicated number through to the outcome of each call. It’s a great tool for tracking the source of calls. One number in a newspaper ad, another on a social media advertisement, another elsewhere. Each of these static phone numbers provides simple insight to the source of calls. When the source of a call is digital, call tracking software allows marketers to utilize dynamic phone numbers to take their analytics and segmentation to an entirely new level.
What are Static Phone Numbers?
A static phone number is a single number that is hardcoded on your page, it does not change under any circumstance on your page which is why it is considered "static". The downside to using a static number on your webpage is that you have limited metrics that you can infer from leads calling that number on the page, and it makes scaling your campaigns more difficult. If you have a landing page with one static number displayed, you would have to clone that particular landing page for every source that sends traffic to your page. This will force you to create dozens of identical web pages just to support various numbers that point to a particular source, one to indicate a call came from Google, Facebook or any other sources.
What are Dynamic Phone Numbers?
A dynamic phone number is displayed on a website or landing page and changes depending on the data associated with the caller’s context and journey. For instance, if a user finds your landing page via organic search, they see Phone Number A; if they click through an ad to the same landing page, they see phone number B. The process of substituting numbers automatically on web pages is called Dynamic Number Insertion (DNI).
Why call tracking with Dynamic Phone Numbers Is Better Than Static Numbers
The reasons why marketers choose to apply dynamic phone numbers over regular static ones:
Attribution and Tracking
Ads and emails deliver great conversion data when prospects click through and are taken to a landing page, but you lose that visibility when they call a static phone number listed on that page.
Dynamic phone numbers enable the same website or landing page to be used for different ads without sacrificing the metrics you get with a campaign-specific phone number. This is perfect for campaigns that need to be tracked separately but have the same messaging.
Local numbers help businesses with a local presence be more attractive to certain customers. It is why many businesses list multiple local numbers on their contact page. When the number of locations get’s large (5 or more) it becomes harder for visitors to know which number they should call.
Dynamic phone numbers automatically present phone numbers aligned to a prospect’s context. That means if local numbers are what you need, present just the local number aligned to the user’s geographical area. It’s more efficient and scalable than juggling dozens of phone numbers and landing pages.
One other little-known benefit of dynamic phone numbers is how it helps you to manage and recycle unused phone numbers. Marketers using call tracking software to generate campaign-specific phone numbers tend to get carried away and create more numbers than required or they create a large volume of numbers, use them once, and forget about them.
The better call tracking platforms allow marketers to pool and recycle available numbers and reintroduce them into new campaigns. It saves you from buying new numbers and keeps your inventory of phone numbers more manageable.
Interested in setting up dynamic tracking numbers on your page? View our helpful Dynamic Number Insertion Guide to implement DNI on your webpage today!