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Call tracking in South Africa

In a digital world where businesses are always looking for new and innovative ways to reach their target audience, SEO call tracking (or lead generation call tracking) has become a popular marketing tool.

  • The efficiency of each of your advertising channels
  • Accurate ROI calculations for each of your campaigns
  • Identify your top-performing keywords, landing pages, and paid ads
  • Uncover useful trends and patterns: on what days and at what times are your ads most successful?
  • Informs where you should be allocating more or less of your marketing budget
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What is call tracking in marketing and how does it work?

Call tracking is a technology that allows businesses to track the channels from which their calls are coming. By assigning a unique phone number to each marketing campaign, businesses can track which campaigns, content, or ads are generating the most calls.

All these phone numbers route to the same place (such as your contact centre or main sales hotline) but call tracking software records which number they first came in on.

Call tracking shows you exactly how and where customers found you, so you can see which of your marketing efforts are resonating the most with your audience.

Additionally, call tracking can also be used to record calls, providing valuable insights into customer behaviour – such as the reason for their call, demographic insights like their age, location, and gender, or what the most commonly asked questions about your product are.

It’s interesting to note that call tracking phone numbers can be assigned to any type of campaign, including non-digital ones. For example, you could assign different phone numbers to your Facebook ads, Google Ads campaigns, and print adverts or radio / TV ads.

Call tracking is an incredibly valuable tool for businesses of all sizes, as it provides actionable data that can be used to improve marketing efforts and increase sales. If your business is not currently using call tracking, it might be time to give it a try!

Types of analytic call tracking

There are three main types of call tracking:

  • Source-level tracking
  • Keyword-level tracking, and
  • Multi-channel attribution tracking
  • Source-level call tracking

This is the simplest form of call tracking, and only tracks the origin of the call (such as a specific ad or campaign). This type of call tracking is useful for businesses with only a few different marketing channels, who want a basic level of insight. For example, source-level call tracking could tell you whether your audience responds better to social media ads or PPC ads.​

  • Keyword-level call tracking

This is a more sophisticated form of call tracking that tracks the specific keywords that were used to generate a call. This type of call tracking is often used by businesses with multiple marketing channels, as it allows them to track which keywords are driving the most calls. Armed with this information, they can adjust their SEO strategy to go after these keywords more aggressively and bring in more leads.​

  • Multi-channel attribution call tracking
    This is the most sophisticated form of call tracking, and tracks the multiple channels that were used to generate a call. This type of call tracking is often used by businesses with complex marketing strategies, or who want deeper insight into the customer journey, step by step.

    This type of call tracking system usually includes the use of a DNI – or Dynamic Number Insertion – program. By using code embedded on your website which place cookies on the visitor’s device, you can follow the lead from the moment they first interact with your brand, to when they ultimately convert into a paying customer.

    For example, they may first come across your brand through a PPC ad, browse your site for a bit, make a mental note, and then go back to whatever they were doing before. A few days later, they might look up your website again through an organic search, read through your FAQ page, before finally clicking through to your contact page and phoning you up to schedule a demo.

    Because the DNI protocol issued a unique phone number at the very first step (in this case the Google ad that introduced them to your brand) you can tell where this journey started and what was involved in the conversion process.

Benefits of a call tracking system

Implemented correctly, call tracking software can give you a whole host of valuable insights, including:

  • Deeper insights into customer challenges, questions, intent, and desires, which can inform your SEO and content creation strategies
  • Adaptable: works for both on- and offline marketing channels
  • Improve and personalise customer service experience
  • Identify sales reps who are performing really well, and those who may benefit from additional training
  • Understand and prepare for call volumes: without call tracking, you may have noticed spikes (or drops) in phone call activity, but not been sure what was behind them. Once you do, you can prepare your sales staff accordingly.

Contact Ruby Digital for call tracking marketing that delivers

Are you ready to unlock the power of call tracking and recording for your business? Then we can help! Ruby Digital offers professional and reliable call tracking in South Africa, backed by the best call tracking software available. We provide:

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Google ads phone call tracking

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PPC call tracking

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AdWords / Google Analytics call tracking

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Analysis and reporting on valuable call tracking metrics

And unlike other call tracking companies, we’ll also show you exactly what to do with the insights you uncover – boosting lead generation, increasing conversion, maximising ROI, and getting you real results. Sound good? Then get in touch!

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About Ruby Digital

We’re a South African digital marketing agency with years of experience helping businesses locally & abroad. From tourism & eCommerce to iGaming & IT – we’ve earned results in a variety of competitive industries.

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