Website Call Tracking

Drive more leads from your website

With website call tracking you can connect call conversions to all your campaigns, channels, and keywords.

Optimise user experience and nail CRO by understanding getting the intel you need to fuel growth-driven website design

See what’s pulling the best leads into your pipeline, sharpen up your focus, and give returns a big boost

Supercharge SEO by identifying the keywords your callers are searching for

Being able to track phone calls like clicks to our website has provided such important information to making future decisions on our marketing campaigns.

Greg Harter
Marketing Manager

How website call tracking will help you nail your digital game

Using Infinity call tracking to measure and analyze website call conversions will help you optimise your digital mix and send ROI soaring.

As well as plugging your attribution gaps so you can drive more traffic to your website, call tracking will help you make sure more of your visitors convert.

Website call tracking maps the end-to-end customer journey for you. Pinpointing your highest converting landing pages, it’ll allow you to get smarter about how you funnel traffic around your site.

Missed call reports will also highlight your peak contact hours. By arming your sales team with this insight they can make sure there’s always someone on hand to convert the leads you send their way.

If you’re super keen to mop up every opportunity that comes your way, you can add Conversation Analytics into the mix. By monitoring 100% of your calls automatically and summarising all the rich insight that gets offered up by callers, you’ll deepen your understanding of customers and be able to tweak campaigns and messaging to improve engagement and conversions.

With call tracking, you can turn your website into your number one lead generation tool.

Call conversions are far more valuable than clicks. Why? Forrester have shown that phone calls convert 10-15x more revenue than web leads. So, who wouldn’t want to drive more of them?!

Using call tracking to measure PPC call conversions will help you see which keywords you should be bidding on to pull more highly engaged buyers into your pipeline. By using call conversion data to drive optimisation decisions you can start driving impressive results like Stoneacre, who were able to boost PPC sales calls by a whopping 300%.

The best part? You can achieve these results without having to lift a finger thanks to our out-of-the-box integration with Google Ads.

Deepening customer understanding will help you remove friction from their purchases journeys – both online and off.

Knowing which topics are hot, which language customers use, and which products attract the most interest will help you make sure your digital content is on point. From talking the language of the customer and making critical content easy to find, to refining content placement you can nail your digital UX.

The intel website call tracking helps you uncover can also be used to optimise offline legs of the customer journey too. As Sylvia from Elements Behavioural Health puts it:

“Infinity enables our operators to immediately understand the needs of the caller, so they can focus all their time on providing the best service”

By serving up a detailed user journey and sharing the pages and products a caller has viewed with agents, you can make sure your team are providing a top notch call experience. The kind that delights customers and encourages conversions.

If you’re not tracking all your conversions (both online and off), you’re not reporting your true ROI.

This means the data you’re using to make optimisation decisions isn’t as robust as it needs to be. And it also means you’re missing out on a ton of credit for your lead gen efforts!

Website call tracking allows you to see how many leads make it into your pipeline by picking up the phone after they visit your website. Better still, with tools like Smart Match you can evidence the value of those leads.

You’ll be able to show how much value your campaign work has created, and get a much larger and accurate data set that will tighten up your decision making.

Injecting goal events from phone calls was an absolute game-changer for our digital strategy, allowing us to make intelligent, data-driven decisions for paid search.

Tom Malbon
Marketing Intelligence Manager

Infinity’s website call tracking helps us see how our clients are using our site before calling us for a booking

Lisa Sendall
Website Manager

Dynamic call tracking FAQ

Dynamic call tracking uses a process called Dynamic Number Insertion (DNI), which is powered by a simple script that gets added to your website. When a visitor arrives on your site, the script automatically displays a unique phone number from a pool of numbers. When that number is called, it’s linked to that unique visitor’s specific session. Joining up this data reveals the marketing touchpoints that visitor has interacted with on their journey into the sales pipeline.

Dynamic call tracking offers several advantages over static call tracking:

Precise Attribution: Dynamic call tracking provides granular visitor-level insights, connecting call conversions to specific types of customer and individual keywords. Giving you full visibility into how your activities are impacting lead generation.
Improved ROI Measurement: Determine which campaigns drive the most valuable leads.
Enhanced Marketing Insights: Understand customer behavior and optimize marketing strategies.
Scalable Solution: Track calls across multiple channels and campaigns seamlessly.

Static call tracking assigns a single phone number to a specific marketing channel or campaign, providing broad attribution. It’s great when you want to track how specific activities (particularly offline ones like out-of-home advertising) perform. Dynamic call tracking is much better suited to surfacing granular insight and tracking the performance of online activities (like PPC and paid social). Dynamic tracking goes further by assigning unique numbers to individual visitors or sessions, giving detailed insights into specific keywords, ads, and user journeys, so campaigns can be fully optimized.

Dynamic call tracking helps marketers make smarter marketing decisions about where to invest time and budget by revealing what’s driving calls. This is especially valuable for industries where phone calls play a critical part in the purchase journey, such as travel, automotive, financial services, insurance, healthcare, legal services, and utilities. It ensures you’re investing in the campaigns, channels, and keywords and can deliver the best return on investment.

Getting started with dynamic call tracking is easy. You can get set up by completing four simple steps:

Choose a call tracking platform: You’ll need to pick a platform that will help you achieve your goals. If you’re still deciding, this blog post on how to pick the best call tracking software will help. Or, if you want to skip a step and see why Infinity is voted EMEAs best Call Tracking platform, you can book a quick demo.
Add DNI tracking script: Once you’ve picked a platform, you need to paste their dynamic number insertion script on your website.
Set up integrations: Connect your tracking system with your tech stack to get call tracking data into your reports.
Start tracking: From here you’ll be able to surface granular insight on how your marketing activities are contributing to calls and use the data to optimize your tactics.

Website call tracking FAQ

New to website call tracking? Here’s what you need to know before you get started.

Website call tracking is powered by a process called ‘dynamic number insertion’ (which is why it’s sometimes called ‘dynamic call tracking’. Through this process, Infinity serves up a unique phone number to each visitor of your website. When that number is called, and individual caller can be identified, and their digital journey can be joined up and served up to your team.

This gives you a complete view of the customers' journey, so you can see what webpages a caller has been browsing, what products they may be interested in, and which campaigns, channels and keywords were responsible for their call.

It’s a piece of cake! When you decide you want to switch call tracking on, our dedicated team of Customer Success Managers will spring into action.

The first step involves adding Infinity’s call tracking code into your website – and that only takes 15-minutes!

After that, they’ll work with you to set up integrations so you can get call data flowing into your existing analytics platforms and bidding tools.

Then after a few tests, you’ll be receiving game-changing insights and on your way to nailing your digital strategy.

A phone call is a powerful intent signal. They convert 10-15x more revenue* than web leads, convert 30% faster** than online leads, and according to 84% of marketers, see better conversion rates and higher AOVs than other forms of engagement.

Understanding which of your campaigns, channels, and keywords are responsible for driving them will help you get much more bang for your digital buck.

And that’s only one of the reasons!

If you’re not actively tracking and reporting on the leads and revenue that comes in over the phone, you’re missing out on a huge chunk of credit for your work. By turning on website call tracking, you can give your numbers an instant boost, and demonstrate the true value of your campaigns.

*Source: Forrester
**Source: BIA Kelsey

Website call tracking is powered by ‘dynamic numbers’ – these are different to the usual ‘static’ phone numbers you’re familiar with.

A static number doesn’t change. They’re the same for everybody.

Dynamic numbers on the other hand do change (automatically) for each of your website’s visitors. They become an identifier that allows user journeys to be mapped and served up to your team in real-time.

Dynamic call tracking can be used on your website to provide visitor level insight that aids optimisation decisions.

Static call tracking provides a little less insight on individual callers, however, it’s still super useful when it comes to understanding which channels and campaigns are generating phone leads. It gets used when you’re unable to deploy dynamic numbers, for instance, on third-party websites, social media ads, and offline collateral.

Drive more leads from your website

How website call tracking will help you nail your digital game

Why choose Infinity for website call tracking?

Dynamic call tracking FAQ

Website call tracking FAQ

Ready to make more good calls?

Subscribe to our newsletter