Why Marketers Can’t Optimize for Mobile Without Call Attribution Software

by Andrew Sheridan May 29, 2016
May 29, 2016

Digital marketing has gone mobile. And thanks to smartphones and click‐to‐call, consumers are responding to search, social, display, and other digital ads and campaigns by calling businesses by the billions. These calls, while often the most lucrative type of conversion, are also the most difficult for marketers to measure and optimize. However, many marketers lack the ability to attribute customer calls to their digital marketing efforts.

Not Attributing Calls is a Big Risk

As digital marketing goes mobile, call conversions have skyrocketed. Research firm BIA/Kelsey predicts calls from search, social, and display advertising will exceed 162 billion in 2019. That’s because smartphones are, after all, still phones. And using a click-to-call button is the fastest and most natural way for consumers to connect with businesses. There are many reasons why not measuring and optimizing for customer calls can be a big mistake:

  • You miss out on conversions and sales
  • You can’t tell which landing page variation works the best
  • You waste budget on the wrong campaigns
  • You can’t calculate true ROI and defend your budget
  • You can’t get credit for leads and revenue
  • You can’t optimize keyword bidding to drive real results

The Solution: Call Attribution Software

Without the ability to attribute calls to digital marketing efforts, marketers can’t effectively optimize for mobile. That’s where call attribution software comes in. Call attribution software is a form of conversion tracking technology for marketers. Digital marketers use call attribution software to optimize for the channels, search keywords, ads, emails, web pages, and online content that generate the most customer calls.

Think of call attribution as a key piece of marketing technology. It’s like Google Analytics, DoubleClick, or Marketo – but for call conversions It also works with those tools to help marketers improve performance.

The Data Captured by Call Attribution Software

Call attribution softwares provides data insights throughout the entire customer journey. From the moment the call is made, marketers can capture data on what drove the call (e.g. marketing channel, search keywords, ad and referring URL) as well as who the caller is (e.g. phone number, geographic location, device). During the call, call attribution software can capture data on how the caller interacted with your IVR menus, how the call was routed, and even what was said on the call. Call attribution data allows you to track that call throughout the entire sales cycle to understand if calls convert to sales opportunities and pipeline, as well as if calls convert to customers and revenue.

Digital marketer’s need to be able to track every conversion from their mobile campaigns and without call attribution software, the most valuable conversions are lost. It empowers digital marketers to optimize the customer journey for calls the same way they do for clicks and become the revenue-drivers the CEO needs them to be. To find out more ways you can benefit from call attribution software, download The Digital Marketer’s Guide to Call Attribution.

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