What is Call Tracking Software?
Call tracking software tracks the source of inbound phone calls. This is done by assigning unique numbers to different digital advertisements across channels and campaigns. These can be inserted dynamically into a website or landing page depending on the visitor’s source. Call tracking supports marketing attribution by determining which digital advertising campaigns are the source of calls.
Beyond attribution, call tracking apps provide call intelligence and conversion tracking. This includes discovery of caller characteristics (e.g. demographics) and call context such as if the caller is shopping online or a repeat caller. Call tracking applications achieve this through integrations with CRMs, Web Analytics tools, or other data stores. Leading call tracking applications can generate a lead score for the caller from these data, and route the call appropriately.
Additionally, call tracking software includes in-call analytics for optimization of various kinds. This might include call recording, sales guidance, and sales coaching, and call outcome analytics (e.g. conversion or loss, sales rep performance tracking, call quality, etc.). Data resulting from these analytics may also be used to guide retargeting efforts across digital channels.
Call Tracking Software Features & Capabilities
Call tracking applications include the following features:
- Attribution matching inbound calls to digital ad campaign
- Dynamic insertion of tracking number
- Call conversion tracking
- Caller intelligence (e.g. demographics, caller prior behavior)
- Intelligent call routing
- In-call analytics
- Call recording and transcript
- Sales and service guidance
- Sales and service performance analytics
- Lead scoring
- Reporting dashboard
Call tracking platforms require a number of integrations to function correctly. An integration with marketing automation platforms and ad serving platforms supply dynamic tracking numbers into ads and support digital campaign attribution. Integrating with the CRM is essential for call logging, caller characteristic retrieval for intelligent call routing, and other features.
For additional audience targeting and attribution, call tracking software can integrate with social media (e.g. Facebook). Integration with websites and web analytics also provides dynamic number insertion and attribution. And for full performance coaching and reporting call tracking apps must also integrate with marketing performance management suites.
Call tracking software is available standalone or as part of a digital marketing analytics suite. Many vendors offer free trials and entry-level packages ranging around $20 per month supporting a relatively limited number of calls and call minutes. Middle tier packages supporting.
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DialogTech (formerly ifbyphone) offers call tracking, analytics and automation software. Features include call attribution, call scoring, contextual call routing, call management, and automated voice notifications.
Convirza is a call tracking solution with features such as call recording, push-button accountability, and close rate tracking for every call.
Analytic Call Tracking is a call tracking software with features such as real-time call statistics, call recording, and mobile availability.
AvidTrak is a call tracking solution available for both offline and online tracking with features such as tracking numbers, third-party marketing integrations, tag management, and call routing.
Call iQ is a call tracking software with features such as live call analytics, call recording, and customizable call greetings.
Callbutton is a call tracking solution built around custom call trackign and reporting.
Callcap is a fully-featured call tracking solution built to determine which marketing avenues are most effective to maximize gain on advertising investment with real-time analytics, call recording, and detailed call records.
Callmodo is a call tracking software for both online and offline marketing and that can track calls across channels.
Addsource is a call tracking platform built to test the effectiveness of advertising by learning customer behavior, analytics, and measuring cost-per-order.
PhoneBurner is an automatic phone dialing system. It provides the ability to load a list of contacts and includes a built-in contact manager. It allows users to record a voicemail message and to choose which contacts to call.
Retreaver is a call tracking solution that integrates into existing marketing automation platforms such as Oracle and Salesforce driven by powerful analytics and integrated security.
CallTrackingMetrics is a call tracking solution for all online and offline channels with real-time reporting and intelligent routing.
Calltracks is a call tracking solution with customisable dashboards, offline sales tracking, keyword tracking, and universal analytics integration.
CallTrax Plus is a call tracking solution designed to be effective across channels, allowing customers to quickly acquire clean toll-free and / or local phone numbers to use as campaign trackers.
Century Interactive is a call tracking solution with features such as inbound, outbound, and website call tracking, human call categorization, and dynamic call routing.
Dial 800 is a call tracking solution built to optimize marketing across platforms through tracking, routing and analyzing lead calls.
Exotel is a call tracking solution with real-time notifications and analytics, multi-level IVR, and call recording capabilities.
Keymetric is a call tracking solution built around call analytics, unlimited source and keyword call tracking.
Mediahawk is a call tracking solution with features such as visitor and static call tracking, call recording, and real-time reporting.