What name monitoring metrics are essential?

We live in a world full of advanced data. We track clicks, views, impressions, form fills, chatbot responses … the list goes on. A unique and often neglected area is call tracking metrics.

By implementing a standard call tracking protocol, you can learn more about your target audience and maximize the profitability of each call.

Call tracking metrics for both incoming and outgoing calls

If someone picks up the phone to call you, chances are you have a decent campaign in hand. However, not all calls are created equal.

A critical factor to consider before deciding on metrics is the difference between metrics for tracking inbound and outbound calls. You cannot measure the same data for inbound data as you can for outbound data.

Incoming calls refer to all calls that a person makes to your company. For example, if someone sees an ad that you run on Google, finds the phone number, and calls you, it's an incoming call.

Outbound calls refer to the calls your company makes to prospects. An example of this would be someone filling out a form on your landing page and entering their phone number so you can call them. In this case, you are making an outgoing call.

As you can see, the metrics you would measure for either type of call are very different. You want to create their own strategy and approach for each one.

Let's take a look at the most effective metrics for each type of call.

Call tracking metrics for outbound calls

When you make outbound calls at your company, you are likely getting leads from somewhere. Regardless of whether it is your landing page, PPC, or social media, you want to track the success of your efforts.

Here are the top outbound call metrics that need to be tracked.

volume

Call volume shows which ads are generating the most calls, so you can track the ROI of your marketing efforts.

If your business call volume is high, this information is even more important. When multiple sales reps call customers, you want to keep track of who is making which calls and how many calls they are making in a work day.

But don't assume that this data is better left to the big companies. Even if one or two salespeople are making outbound calls, keep track of the calls they make.

Main source

Few factors are as important as the source of the leads. These call tracking metrics are critical to your success as they tell you where your best leads are from. For example, if you have two different landing pages, each asking leads for their phone number, you want to keep track of which landing page is generating more leads.

Even if one page outperforms the other in terms of CTR, the page with fewer numbers may be better targeted if your phone calls get a higher completion rate.

You will never know if you are not following.

Call duration

Call duration doesn't seem to be a critical factor, but ongoing conversations generally lead to sales. If you keep making calls that last less than 30 seconds, reconsider the source of those leads.

Your ad might not be properly targeted, the text might be misleading, or you might want to consider adding negative keywords.

If you find that certain campaigns are driving longer conversations, callbacks, and more deals, you'll want to pump more money into that campaign. Keep track of how long each call is and see if you can see a link between it and over- or underperforming campaigns.

Don't just look at call duration, however – call duration is an indicator, not an indication, of good or bad ROI.

time date

The time of day can have a huge impact on conversions. This information is valuable regardless of the type of campaign you're running.

With this data, you can keep track of what time of the day people are more receptive to outgoing calls. Keep track of how many voicemail boxes you receive, how many callbacks you receive, and how successful you get through based on call time.

Over time, this data clearly shows the exact time of day and week that you should call prospects for a particular campaign. If you have the data, you can even narrow it down based on demographics.

Triggers / Objections

Outbound calls are all about mastering objections and figuring out how to overcome them. What phrases make people want to buy something, and what phrases distract people? If you don't pursue this, you are missing out.

Whether you make all the calls yourself or have salespeople, you need to keep an eye on every objection someone raises against you.

It's too much money.
We don't have a budget at the moment.
I have to check with my boss.
I'm in the middle of a meeting.
My boss is on vacation.
Call you back in the new year.

No objection is too big or too small for you to pursue. Write down the answers and provide them. This can increase your conversions and make the conversation easier because you have an answer for everything they offer you.

Incoming call tracking metrics

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