Call tracking is cloud-based software that allows businesses to track and measure the effectiveness of their marketing campaigns by assigning unique toll-free or local phone numbers to each marketing channel, campaign or ppc keyword. This allows businesses to easily determine which marketing investments are generating the most calls, leads and sales opportunities.

Call tracking works by assigning a unique phone number to each marketing channel, campaign (such as a print ad, online ad, or billboard), or ppc keyword s. When a customer calls the phone number, the call is forwarded to the business's main phone number and the call tracking software identifies and reports attribution data such as the source of the call and caller-specific information and provides data on which marketing channel, campaign or keyword the call came from.

Dynamic Number Insertion (DNI) call tracking can be used on a website to track phone calls from unqique sources; where a unique phone number is intelligently inserted on the website identifying the ad campaign or ppc keyword responsible for delivering the call.

Benefits of Call Tracking for Businesses.

1. Measuring the effectiveness of marketing campaigns: By tracking the source of inbound phone calls, businesses can determine which marketing channels are driving the most leads and conversions, and can make data-driven decisions on how to reinvest their marketing budget.
2. Improving customer service: Call tracking software can provide data on the duration of the call, the caller's location, and other important information, which can help businesses improve their customer service and better understand their customers' needs and intent.
3. Increasing revenue: By identifying which marketing channels are driving the most leads and conversions, businesses can focus their marketing efforts on the channels that are most effective, which can lead to increased revenue and a better Return on Ad Spend (ROAS).

How Marketers and Agencies Can Use Call Tracking.

1. Measure the effectiveness of their campaigns: By using call tracking, marketers and agencies can determine which campaigns are driving the most leads and conversions, and can make data-driven decisions on how to optimize their client campaigns for better results.
2. Improve their clients' ROI: By identifying which marketing channels are driving the most leads and conversions, marketers and agencies can help their clients focus their marketing efforts on the channels that are most effective, which can lead to increase Return on Ad Spend (ROAS).
3. Provide better insights: Call tracking can provide valuable insights into customer behavior and preferences, which can help marketers and agencies develop more effective campaigns that resonate with their target audience.

Companies such as KeyMetric also offer more advanced solutions, such as call transcription and conversational intelligence that allows businesses to quickly analyze customer conversations to identify missed opportunities, improve sales and customer support processes, and in general better understand their customers needs and intentions.