How To Showcase ROI from Call Tracking With Marketing Dashboards

Guest Post by Melody Sinclair-Brooks from AgencyAnalytics

Despite the myriad of ways to contact a business in a world of chatbots, phone calls are still the fastest way to deliver customer service and convert leads – especially when potential customers are looking for quality answers, and fast. 

Phone leads are high-intent leads. That’s why marketing agencies look to generate more phone calls for their clients and use click-to-call buttons as an effective conversion metric – from all their marketing channels, including email, social media, SEO, and PPC. 

But how does your agency connect phone leads to the success of its marketing campaigns? How do you optimize the marketing channels that are driving more phone calls, and communicating lead details efficiently with your clients at scale? 

Marketing agencies need to manage call tracking metrics and attribute them to their clients’ ROI. That’s where a call tracking dashboard comes in.

Why Call Tracking Can Make or Break Campaign Performance

Not paying attention to phone calls generated from your marketing campaigns can lead to under-reported results and incomplete data for optimization. As a marketer, you’re already all about tracking clicks. But online to offline attribution is just as important to show whether your marketing efforts are paying off.

Call tracking allows you to:

• Attribute phone calls to previous interactions and touchpoints in the customer journey
• Combine caller data from multiple attribution sources
• Analyze conversations and check for quality (this one is more for your clients)
• Discover what drives phone calls – which CTA created interest? Was it a referral, a product page, or a PPC campaign promoting a discount?  
• Assess the phone call’s outcomes – this will help you calculate the value of each phone call, and even optimize campaign types with the higher quality callers  that convert to paying customers 

Those are only a few of the things you can do with call tracking. 

Essentially, just like any other marketing campaign, it gives you insights to create better campaigns that address barriers, optimize campaigns, and calculate conversion outcomes to better plan ahead and set goals with your clients. 

Ultimately, it allows you to deduce the revenue generated from each phone lead and attributes it to your agency’s efforts – keeping your clients coming back for more. 

What Should Be Included in a Call Tracking Dashboard

The call tracking metrics included in a call tracking dashboard should include: 

• Call volume
• Number of answered vs. missed calls 
• Top Sources: which channels are driving phone leads? 
• Contact information: including name, source, phone number, duration, location, whether it was answered, and notes 
• Recordings of each answered call 

Why You Need a Call Tracking Dashboard

Having a call tracking dashboard means monitoring the performance of every client’s phone leads – automatically. You’ll be able to visualize data from various sources and report your results to your clients in real-time, without back-and-forth phone calls between you and your clients. 

A call tracking system allows you to:

• Manage all your clients’ call tracking metrics from one place to save time 
• Ensure you never miss a high-intent lead 
• Monitor top traffic sources for phone leads
• Improve your agency-client relationship
• Track against your goals and attribute phone leads to ROI

Let’s see just how in more detail. 

1. Manage All Your Client Accounts from One Place

Phone leads can come from social media channels, email, websites, as well as PPC efforts. And it’s likely you’re also running other marketing campaigns alongside phone conversions. You’ll need call tracking software that creates automated dashboards for your call tracking, as well as all your clients’ other metrics. 

By tracking your phone leads alongside your other ad campaigns, you’ll be able to show the full picture of your campaign successes and how they’re contributing to ROI. 

2. Never Miss a Qualified Lead

If someone calls a business, they have gone out of their way to seek out specific information. Tracking answered vs missed calls for your clients shows how they can better manage their business–do they need more staff to answer phone calls? How are their staff performing? 

Not only this, you’ll be giving clients the opportunity to follow up with phone calls, and listen to phone call recordings with the phone leads contact details needed to follow up. 

Agency Tip: Give clients a login to access their own call tracking dashboard independently! This way they can listen to their call recordings and have their customer service team follow up with their leads on their own time.  

3. Analyze Source Attribution

Identify the top-performing marketing channels that are driving new phone leads for your clients. If you’re seeing greater results from one platform than another, it’s a sign to optimize one or refocus part of the budget on the more successful channel. 

4. Track Against Your Goals

Incorporate your call tracking goals like monthly call volume or click-to-call conversions into your workflows in order to beat your call volume numbers – before your reporting period.

By creating your own goals, your team will know when they’re off track right away and have time to tweak their campaigns in order to reach them.

Focus on ROI with Call Tracking Reports 

In order to show the ROI of your call tracking campaigns, you’ll need to calculate the approximate value of each phone lead. (You can even do lead and conversion scoring to better filter out quality callers.) This will help you ensure that you’re bringing in adequate call volumes and conversions for your clients – which ultimately affects their bottom line.

Use your client’s customer lifetime value to set your customer acquisition targets and determine how much to spend driving phone leads. Once you have that value, you’ll easily be able to showcase your client’s return on investment through your campaigns. 

Flip your dashboards into client-ready call tracking reports and integrate goal-tracking into your campaigns to showcase the value you’re delivering to your clients’ businesses.

Melody Sinclair-Brooks, Content Marketing Manager at AgencyAnalytics

Melody is a marketing manager, writer, and startup consultant. She builds communication bridges thru multichannel storytelling, strategic partnerships, advertising, and go-to-market strategy.