How to Use CallTrackingMetrics to Track Marketing Campaign Performance for Your Business

Sean Lund-Brown

If you’re using marketing via call, text, chat, and lead form submissions, you need to be able to track and manage all the data from those campaigns. Thanks to tools like CallTrackingMetrics, you can keep tabs on everything that you’ve got going on and make sure that all your campaigns are “up to snuff”, or course-correct immediately if they’re not. 

Even before digital, campaign tracking has been an essential element in business. You cannot know that your efforts are working if you are not keeping tabs on their performance. Today’s customers demand a versatile, omnichannel communication strategy, though, so it’s about more than tracking phone calls—you need to be able to have a dynamic tool that can monitor all of your marketing campaigns and advertising efforts. 

CallTrackingMetrics is just one of the many tools that can assist with that today. In the article below, we’ll discuss what this tool is and what it does, as well as how you can implement it to monitor your own campaigns. First, though, let’s discuss why monitoring and tracking your campaigns is such an integral part of your business. 


The importance of campaign tracking and performance monitoring


You can’t just assume that your marketing is working. Even if you have the best strategies and your campaigns have been highly rated among the focus groups or beta testers, that doesn’t mean they will translate in the same way when they are rolled out to the general public. You can make a bigger, better impact when you monitor your campaigns. 

You’ll gain valuable insights by taking the time to do things like:

  • Know your audience and listen to them
  • Meet them where they are (omnichannel marketing)
  • Monitor trends and competitors 
  • Track the impact of your campaigns 
  • Monitoring keywords and SEO efforts
  • Measuring before and after metrics to track the effectiveness of your campaigns

If you are going to succeed with marketing, after all, you have to know who your customers are and take the time to listen to their wants and needs. It’s like an open-book test—if you ask, they will tell you exactly what you should be doing for them. 

You’ll also need to make sure that you have a strategy that puts your brand on every channel that your audience might be using, including social media and video marketing platforms like YouTube. By monitoring the competition and the trends in your industry, you’ll be able to know what your next moves should be. This can help you stay ahead of the competition and gain the advantage in the market. 

And of course, you cannot be successful with any marketing if you’re not making sure that your campaigns are working. In addition to tracking your own efforts, keep tabs on the news, social media, and other sources to see if you are getting mentions or any additional publicity because of your recent marketing efforts. 

This might sound like a lot of work, but it doesn’t have to be. There are tools and people available to help you with all of this. Thanks to AI and automated technology, monitoring and reporting is no longer something that businesses have to dread. Simply implement the right tools and you’ll be well on your way to successful marketing with less effort on your part. 

That is, of course, as long as you choose the right tools. 


How to select the best monitoring software and more


If you’re going to embrace technology, you need to do it in a way that will work for your business. After all, not all products or platforms are the same and neither are the needs of your business compared to the next one. Thus, you’ll want to take some time to think about what you’re looking for and what you expect to get out of your investment in monitoring and tracking tools. 

You’ll obviously want tools that are easy to use. The whole point of technology is to simplify things, not make them more complicated. Here are a few things to keep in mind when you’re on the hunt for the best monitoring and tracking tools:

  1. How easy are they to set up and integrate? The whole point is to reduce your workload and streamline things, so if the platform is complicated or requires too much user interaction, it could be counterproductive in the long run. 
  2. What kind of integrations are offered? Some programs and tools only work with certain software platforms or will only monitor certain aspects of a marketing campaign. You’ll want to make sure that you choose a robust tool that will track everything that you want monitored, no matter how many different campaigns or metrics you have in mind. 
  3. How much effort is required from you or your team? If you are looking for efficiency, the less you’re involved, the better. After all, that means you can spend more time on other aspects of your business that require your attention. Choose monitoring and tracking tools that require minimal involvement from your end once they’re set up and running. 
  4. Do they have real-time tracking and mobile access? These features are critical in today’s constantly changing business landscape. It’s great to get a weekly report, but it’s even better to know within minutes that one of your campaigns is tanking so that you can course-correct right away. 

These are just a few things to consider when choosing the tools and solutions that you’ll use for performance tracking. And remember, the more that you can integrate them with the technology and services that you already use, the more efficient they will be. 


What is CallTrackingMetrics?


CallTrackingMetrics is a software tool that was created to assist with call tracking, as well as other communications and marketing efforts. Their multi-channel call attribution software allows companies to track all kinds of inbound communications, including calls, chats, forms, texts, and so much more. 

CallTrackingMetrics is also capable of tracking offline campaigns, thanks to its ability to assign a unique number to each marketing effort based on your preferences. Then, when someone calls, you’ll know exactly where they found your message. This helps reduce spending on underperforming campaigns and helps find the campaigns that are working so that you can capitalize on them for higher-value leads and better conversions. 

This solution can be customized to the needs of any business, with unlimited numbers available for local and toll-free access, short codes for texting, and more. This ensures that you can track every conversion, and when calls come in, you’ll get the details of:

  • Their name and contact information (if relevant)
  • Call history
  • Keywords searched and the channel which led them to call
  • Any pages viewed on your website

This is all tracked in the CTM call log, and it can even be transferred to your CRM. You can even use their analytics tools to automate call tagging and scoring based on words of intent. 

“Words of intent” simply refer to certain words that you can screen for that could indicate a high likelihood of a lead to convert. This allows you to generate better leads automatically and still take care of the rest of your business. 

CallTrackingMetrics offers a full suite of tools and solutions, including:

  • Call tracking
  • Call automation
  • Analytics
  • Unified omnichannel communications
  • Forms, chat, and text tracking
  • AI and automation for fully customizable solutions

They also offer demos of all of their services, along with options for call routing and enterprise plans that include a dedicated agent to assist with account strategy and integration, and so much more. Their plans start at $39 per month for basic tracking, or you can upgrade to a premium plan that includes more features at an increased monthly rate. All plans come with one month free so that you can sample the platform and see if it delivers the solutions that you need. 


Using CallTrackingMetrics to monitor performance


So now that you understand more about what this tool is and what it offers, let’s talk about how you can actually put it to work in your business to monitor your campaigns. In a webinar on their own site, CallTrackingMetrics teams up with Four15 Digital, the latter of whom explains how they use call tracking to help improve client conversions and optimize lead quality. If you want a firsthand example of how it works, that’s a great video to watch. 

Basically, CallTrackingMetrics allows you to analyze calls that come from all of your marketing efforts:

  • SEO and paid search
  • Direct mail
  • TV and print ads
  • Trade shows
  • Landing pages
  • Other marketing efforts

The platform works by automatically attaching a tracking number to each campaign so that when users call, the phone number immediately tells where the caller found the advertising and you don’t even have to ask. This is monitored in the system, which automatically collects data as the calls come in. 


The technical details

Dynamic number insertion is the method used by CallTrackingMetrics to track and monitor various campaigns. Essentially, a different tracking number is assigned to each advertising source, and then the data from each number can be tracked separately. 

The tool inserts a single line of code on business websites, which will enable AI to swap your business phone number with the appropriate CallTrackingMetrics number. Then, when a customer or lead calls, all the data from the website session will be visible in your reporting dashboard. Since every ad or marketing campaign gets its own tracking number, you will always know where leads are coming from, which efforts are working more effectively, and most importantly, which campaigns need a little TLC so that they can deliver as they should. 


Beyond phone calls 


The name of the game today is omnichannel communication. This also applies to tracking, and CallTrackingMetrics can do more than just monitor incoming calls. In fact, this and other tracking software is designed to handle tracking for all kinds of communication tools:

  • Click-to-call forms
  • Live website chat
  • SMS messaging
  • And more!

If you can use it to communicate with your audience, these tracking tools can monitor it and make sure that your performance is always on point. Whether it’s with this tool or any other, you need to make sure that you’re keeping tabs on everything that you do. 

Look for tracking solutions that will monitor the performance of every marketing campaign and ad or lead generation type that you have out there so that you can make sure that they’re all delivering as they should. Being able to monitor things in real-time will ensure better results because you can course-correct on the spot instead of having to do it later and then clean up the aftermath.  


Or, you could let someone else handle it when you partner with Smith.ai


Yes, tracking is important. It seems like that’s the case with everything in business. When everything demands your attention and you only have a limited supply, how can you do it all? For one, you can partner with the dedicated virtual receptionists at Smith.ai, who can provide 24/7 support for call answering, live chat, Facebook and SMS message answering, lead intake, and so much more. 

We’ll even monitor it all and provide you with the information in your own dashboards and CRM platforms, and help you craft the perfect strategy for managing your communications so that you can focus on other areas of your business. Just because something is important doesn’t mean you have to be the one to do it—in fact, that may be all the more reason to find the right people for the job

While you’re handling business, we can provide the best user experience for phone calls, chats, and more. We’ll also track and identify potential leads and user experience upgrades along the way, ensuring that your communications are always at 100%. 

You can schedule a consultation to learn more about what makes the 24/7 virtual receptionists at Smith.ai right for your business, including performance tracking and campaign monitoring, and so much more. You can also reach us at hello@smith.ai or (650) 727-6484. 


Sean Lund-Brown

Sean Lund-Brown is a current Marketing Assistant for Smith.ai. A graduate from Metropolitan State University of Denver, Sean graduated with a BA in Music and an individualized degree in Teaching Vocal Pedagogy.

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