Ever wonder how many potential customers actually pick up the phone and call your business after seeing an ad or visiting your website? With so much focus on digital marketing metrics like clicks and impressions, it’s easy to forget that for many businesses, phone calls are where the real conversions happen.
That’s where call tracking marketing comes in. It helps businesses track calls to a phone number on a website, revealing exactly which marketing efforts are driving customer inquiries. Instead of guessing which ads or keywords are bringing in leads, you’ll know for sure – helping you fine-tune your strategy and boost your ROI.
For businesses in South Africa, where click-to-call searches are becoming more important than ever, having the right data can make all the difference. Whether you’re running PPC ads, social media campaigns, or even traditional print or radio ads, call tracking gives you the insights you need to spend your marketing budget wisely.
So how does it all work? Let’s break it down!
How Does Call Tracking Work?
Call tracking works by assigning unique phone numbers to different marketing campaigns, ads, or even individual keywords. These numbers all route to the same destination (whether it’s your sales team, customer service, or call centre) but in the background, call tracking software records where each call came from.
Here’s a simple way to think about it:
- Someone clicks on a Google Ads phone call tracking number in an ad and dials your business.
- The software logs that this call came from Google Ads, as well as details like the keyword they searched for before calling.
- Another customer sees your number on social media and calls. The system recognises that this lead came from Facebook.
- Over time, you can compare call tracking metrics to see which channels, ads, or keywords are driving the most valuable leads.
What Can Businesses Do with This Data?
Call tracking is more than just logging phone numbers though, it’s about understanding what drives customer engagement. Businesses can use this data to:
- Optimise ad spend by focusing on the marketing channels that bring in the most calls.
- Improve customer experience by analysing call recordings to understand common questions or concerns.
- Refine keyword targeting with Google Analytics call tracking, which links phone calls to specific search terms.
- Measure conversion success by tracking how many calls turn into actual sales.
Key Features of Call Tracking
Call recordings
Businesses can listen back to calls to improve sales scripts, customer service, and even SEO strategies by identifying common pain points.
Integration with analytics tools
Call tracking can sync with platforms like Google Analytics or CRM systems, providing a full picture of customer interactions.
The Popularity of Call Tracking in Marketing
With more customers searching and calling businesses directly from their phones, call tracking has gone from a useful tool to a marketing essential. Knowing exactly which campaigns drive calls – and which don’t – can make all the difference in optimising your budget and increasing conversions.
Why Is Call Tracking Growing?
More people are searching on mobile and using click-to-call features straight from search results, making it crucial for businesses running Google Ads to track calls and measure their effectiveness. At the same time, omnichannel marketing is becoming the norm, with customers interacting with brands across multiple platforms before making a decision.
Call tracking helps businesses connect these touchpoints, revealing which marketing efforts are driving real engagement. This is especially valuable in industries like finance, healthcare, and home services, where phone inquiries remain a major source of leads and conversions.
Call Tracking and Omnichannel Marketing
Omnichannel marketing is all about creating a seamless experience across multiple platforms, whether that’s social media, PPC ads, organic search, or even traditional media like radio and print. Without call tracking, it’s hard to tell how these different touchpoints contribute to conversions.
By using call conversion tracking, businesses can see:
- Which ads or campaigns make people pick up the phone.
- How often someone sees an ad, visits the website, and later calls.
- Whether call leads turn into actual sales or need follow-up.
Ruby Digital’s Approach to Call Tracking
At Ruby Digital, we know that not all leads are created equal, and that applies to phone calls too. That’s why we offer tailored call tracking solutions designed to help businesses make smarter marketing decisions.
Our approach goes beyond just tracking numbers. We provide:
- Google Ads phone call tracking to measure exactly how many leads your paid campaigns are generating.
- Call tracking metrics that highlight which ads, keywords, and landing pages are performing best.
- Google Analytics call tracking for seamless integration with your existing reporting tools.
- In-depth analysis and reporting to turn call data into actionable insights.
Most importantly, we don’t just hand over the data and leave you to figure it out. We show you exactly how to use it to boost lead generation, increase conversions, and maximise ROI.
How Ruby Digital Uses Call Tracking to Enhance PPC Campaigns
PPC campaigns are designed to drive conversions, but if you’re not tracking call conversions, you’re missing a huge part of the picture. At Ruby Digital, we integrate Google Ads phone call tracking directly into your PPC strategy, ensuring you have full visibility into every lead.
With Google Ads track calls, we can:
- Identify which ads, keywords, and landing pages generate the most phone inquiries.
- Analyse call tracking metrics to refine bidding strategies and ad targeting.
- Continuously optimise campaigns based on real call data, improving lead quality and reducing wasted ad spend.
By combining call tracking with PPC, we help businesses maximise every rand spent on advertising and convert more leads into customers.
Ready to Get Started?
With the right data, you can stop guessing and start making smarter marketing decisions, ensuring your budget is being spent where it truly counts. Whether you need help optimising PPC campaigns, improving customer service, or understanding your audience better, Ruby Digital has you covered. If your business relies on phone calls for leads, then get in touch!
Learn more about our call tracking and pay-per-click services.
