The best call tracking software for marketers

If you’re looking for the best call tracking software for marketers, you’re likely overwhelmed with all the different options. There are over 14,000 MarTech solutions on offer, which sometimes means choosing the best tool feels like pushing water uphill. So, to make a fully informed decision on the best call tracking software for your business, it’ll be key to gather all the info you can get.

From understanding the different use cases and picking the right solution for you, to helping you build a solid business case for sign-off, we’ll cover it all in this blog.

So, before we lift the lid on how to choose the best call tracking software for marketers and build a solid business case, let’s outline the key use cases.

Some use cases of call tracking for marketing teams

If you work in a call-centric business, having software for tracking offline marketing calls is key. With a “good” call tracking solution in place, it’ll be a piece of cake to nail some of your key objectives. We’re talking things like:

• Enhanced attribution: Accurately track which marketing activities drive phone calls to claim the credit you deserve for the pipeline you generate.
• Improved lead qualification: Quickly and easily identify where your highest-quality leads come from so you can double down on the activities that drive the most ROI.
• Better campaign optimisation: Drastically refine marketing campaigns by getting granular insights into your highest converting campaigns, right down to the keyword level.
• Deeper customer insights: Build a solid first-party data strategy that will help you create more meaningful, hyper-personalised, and targeted campaigns. Think things like customer demographics and online behaviour, as well as end-to-end visibility over the entire customer journey.
• Boosted conversion rates: When you know which calls convert to sales, it’s far easier to tailor strategies and focus resource on driving more of those positive business outcomes.

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But “good” isn’t good enough – we want to help you choose the “best” call tracking solution. So, now we’ve outlined some of the key use cases, let’s dive into how to go about picking the solution that’ll be right for you.

How to choose the best call tracking software for marketers

When you’re in the market for any piece of software, it needs to help you overcome your specific challenges – now and in the future. As well as matching your requirements and being scalable, you’ll want to ensure it fits seamlessly with your existing MarTech stack. Lastly, think about the return you’re going to get on your investment. Is the solution going to help you improve processes and drive more revenue?

That said, every business is unique and has a unique set of challenges they want to overcome. As such, the MarTech stack you need to build will also be unique. However, when it comes to choosing the best call tracking tools for marketers, there are some key considerations.

Here are some of the main criteria G2 will look at when rating the quality of service of providers:

• Does it meet the requirements?
• Is it easy to use and set up?
• What’s the ease of admin?
• What’s the quality of support like?
• Has the product been a good partner in doing business?
• Is the product direction positive?

Now, we know marketing teams are often time-poor, and you won’t necessarily have the time to trawl through loads of reviews of different solutions. Because we know you want the best call tracking solution, we’ve done some of the heavy lifting for you.

Here’s a little snapshot of how Infinity call tracking compares to some of the other key providers according to G2:

	vs	Industry average
8.9	Meets requirements	8.7
8.7	Ease of use	8.3
8.3	Ease of setup	8.1
8.7	Ease of admin	8.3
9.5	Quality of support	8.8
9.5	Good business partner	8.9
8.9	Product direction [% positive]	8.4

Source

Now, we know the proof is in the pudding, so let’s take a little look at what some of our customers have to say:

Will it meet my specific business requirements?

“Infinity fits our tech stack like a hand in glove, particularly their ability to link Performance Max campaigns to real results from our sales calls. Connecting these crucial pillars of data has helped us make real commercial strides with our digital targeting.”Mark Zavagno | Digital Operations Director, Stoneacre

How easy will it be to get set up and start using?

“Since the very beginning, the team has been on board to support us with every stage of the implementation and day-to-day running of the solution. Our dedicated account managers are brilliant – they make sure everything is working as expected and are always on hand to offer strategic recommendations and ensure we are on the right package.”Alex Howland | Digital Marketing Director, Motorpoint

“Their API is also top quality and straightforward to use, we’ve implemented it in many additional projects to improve attribution and conversion rates.” Sam Wiltshire | Head of Digital Transformation, Ontrack

What are the admin and reporting functionalities like?

“Infinity continues to offer the most comprehensive call intelligence solution and service on the market. Our previous partner provided limited data and the process to set up telephone numbers and assess our performance was very cumbersome. Infinity understood and catered for our unique requirements, the service we receive is second to none.”Katrina Broster | Head of Acquisition Strategy, The Telegraph

“Infinity provide much more in-depth data and reporting than what we have seen in the past. With this additional data, we are optimising much more effectively and using call data to produce positive commercial results. Our customer success manager, Lisa, was instrumental in identifying the best practice for us to follow and tailoring an approach that matched our needs and ambitions.”Vicky Gale | Head of Performance Marketing, Scott Dunn

Is there going to be a good support team to fall back on?

“The support we’ve received from the Insights & Intelligence team has been invaluable. We couldn’t have run the project without them. They’re extremely knowledgeable, easy to work with, and always there to offer guidance and answer questions. They really helped us get the most out of the platform.”Rachael Harker | Digital Performance Manager, Specsavers

“Infinity’s help in onboarding, project scoping, and understanding our challenges have been second to none. They have been immensely supportive during what has been an unprecedented time for all of us, helped us gather genuinely useful insights in a short time, and I look forward to seeing what we can do in the future.”Ryan Vince | Head of Marketing & Digital, Halfords Autocentres

Will this provider be a good business partner for me?

“We see Infinity as a strategic business partner, not just a SaaS provider. They’re always bringing new ideas to the table, sharing best practices, and offering us a dedicated, proactive team who understand both our business and the wider healthcare industry.”Tom Cooper | Insights Manager, Circle Health Group

“Infinity has been a brilliant partner. When we came to them with our problem, they worked with us to create a solution that integrated seamlessly with our existing tech stack. The enhanced visibility they’ve given us has allowed us to identify which of our marketing campaigns prompt the right customers to pick up the phone, so we no longer have to waste budget, tie up agents, or frustrate callers.”Laura Dowson-Eastwood | Digital Insight and Analytics Manager, NFU Mutual

Has the provider got good product direction and future-proofing?

“During our time working with Infinity, we’ve witnessed their industry status elevated from being one of the leading call tracking technology pioneers to now being universally considered within the marketing industry as the UK’s premier call tracking technology innovators.”Darren McCowan | Marketing Manager, Answer4u

“The account team are incredibly knowledgeable and innovative, always bringing new ideas to the table and are proactive about suggesting and making bespoke changes to the service and platform for us to get the best use out of it.”Cai Mullins | Head of Affiliates and Partnerships, Vodafone

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Why choose Infinity for website call tracking?

We’re the best call tracking provider in EMEA according to G2. They also say we’re ‘easiest to work with’ and say we offer users the ‘best support’.

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How to build a call tracking business case

You might have buy-in from your team on the importance of having call tracking integrated with your MarTech stack. Nonetheless, there’ll no doubt be a sign-off process that’ll feed into different departments within your business. So, we’ve pulled together some questions you’re likely to come across and the answers you’ll need when trying to get buy-in from key decision makers:

How powerful are the reporting functionalities?

The best call tracking software will help you plug your ‘marketing to call’ attribution blind spot. Provide clear, easy-to-digest reports that are packed with actionable insight. So when picking a call tracking tool, you need to consider how easy it is to get your hands on insight and share that information with your tools and team.

With Infinity, you get dynamic number insertion (DNI). As a result, you get keyword-level tracking insights and unique number assignments to identify campaign-specific calls. This will give you total visibility over the campaigns, channels, and keywords driving your most valuable calls. Infinity also enables you to create custom reports to drill down into the metrics that matter most to you.

You can even unlock intel on how many of the leads you’re generating are being missed, at a glance, thanks to simple missed call reports. They make it super simple to pinpoint how to work with sales and your contact centre team to make small changes to campaign deployment and staffing to ensure no marketing opportunities get missed.

Remember, the best call tracking software for marketers should make it easy to share that information across the business.

Will I be left to roll this out on my own?   

The level of support you get when looking into a call tracking solution should be one of your top priorities. A good call tracking provider will ensure you’re not left to set up and roll out the solution alone. Usually, you should expect to work alongside a project team that speaks your language and understands what you want to achieve. Some things to keep an eye out might include:

• How easy is it to contact support in case an issue arises?
• Do they have a knowledge base I can refer to if I need specific information?
• Is customer onboarding and training something they have on offer?
• Will I have a dedicated point of contact in the business to make sure I’m getting the best possible use from the solution?  

Our users say we're the ‘easiest to work with’ and also say we offer users the ‘best support’. So, it's no wonder we've won awards for customer service excellence in the past! 

What about the compliance and security of my data?

Huge amounts of personal data are held and processed within a call tracking platform, so security and compliance will always be front of mind. Make sure the provider you go for takes security seriously. For example, there are certain certifications you can look out for including ISO27001 and PCI DSS Level 1. You should also check whether storage will be robust with things like AES256 encryption and transmission through TLS 1.2 encryption.

All in all, it’s important to make sure you're 100% happy before any tracking code goes live on your site.  Another key consideration is to ensure nobody is going to see information they shouldn’t. Check whether the call tracking solution you’re looking at has roles-based access. This is a surefire way to ensure your data is only seen by the right eyes at the right times.  

Is it going to integrate with the other systems in my tech stack?

With call tracking, you’re going to be dealing with much larger data sets. When this is the case, you need to make sure you can get different systems working together seamlessly. If out-of-the-box integrations don’t exist, you need to understand whether you’ll be supported by the technical team to ensure you can get everything integrated without creating chaos. To get the best possible value from your call data, call tracking software with CRM integration should also be top of the list.

It seems like an expensive solution

Firstly, the call tracking landscape rarely stands still, so you need a solution that will grow and evolve. Look out for new feature releases will mean you can turn off other subscriptions, helping you save a fortune. Lastly, Call tracking software pricing will vary from provider to provider. But, your supplier should work with you to ensure you’re getting as much value as possible from the solution. That’s exactly what the dedicated team of specialists at Infinity do every day, so the initial investment soon pays off.    

Are you actively on the lookout for the best call tracking software for marketers? Start a conversation with us to learn how we’ll help you unearth insights that’ll help you make more good calls!