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Marketing teams today face a tough challenge: proving ROI all while optimizing spend across multiple channels.
Marketers need clear visibility into what’s driving conversions—and what’s wasting budget - and that’s exactly why call tracking software is an essential tool for high-performing marketing teams.
Let’s say a prospect picks up the phone after clicking a PPC ad. If you don’t have accurate attribution, and you’re unable to spot which ad made them call in, how do you know where to prioritize spend? On the flipside, call tracking software tells you exactly which keyword, ad, or campaign influenced this decision. Result? No more misinformed budget decisions and more people picking up the phone! Dreamy, right?
Curious to hear more? Read on to find out what call tracking software is and how it can be a complete game-changer when coupled with Artificial Intelligence (AI).
The growing need for call tracking software
Digital-only attribution doesn’t paint the full picture
The majority of marketing analytics tools focus on online actions only — we’re talking form fills, clicks, and website visits. But, if you’re a marketer working in a call-centric business, online-only tracking creates massive attribution blind spots as soon as someone goes offline and calls in.
Studies show that 60% of high-intent customers prefer calling a business before making a purchase. When it involves a more complex purchase, like a car or holiday, this can rise to around 70-80%. So, if you’re only tracking online conversions, you’re missing valuable insights into where your revenue is actually coming from.
Call outcome tracking cheat sheet
The impact of privacy regulations
With third-party cookies disappearing and tighter data privacy laws, marketers are turning to first-party data for better attribution. This is where call tracking software is helping marketers in call-centric businesses future-proof. Why? It offers a goldmine of first-party data by linking inbound calls to specific marketing activities - without relying on third-party cookies.
How call tracking software enhances marketing performance
1 Accurate attribution
High-performing marketing teams rely on data-driven decisions. Call tracking software links phone calls to marketing sources (PPC ads, SEO, social media, offline campaigns, etc.), ensuring every conversion is attributed to the activity that drove it. Having this intel means it’s a whole load easier to allocate budget effectively and avoid waste.
2 PPC optimization and better ROI
Without call tracking, PPC campaigns only tell half the story. Lots of customers browse online but prefer to call before buying. If those calls aren’t tracked, PPC ROI will appear lower than it actually is, leading to inefficient bidding decisions.
With PPC optimization powered by call tracking, you can:
- See which keywords, ads, and landing pages drive high-intent calls
- Bid smarter by prioritizing campaigns that generate quality leads
- Optimize ad spend by eliminating underperforming keywords
What’s more frustrating than spending money on campaigns that don’t convert or seeing irrelevant leads coming in? Make that a problem of the past with call tracking software by identifying where high-value leads are coming from. Armed with that intel, you’ll know where to plough more resources to get ads in front of the right profiles, and take spend away from the stuff that’s not bringing anything in.
Power up your PMax Performance
Improve lead quality from paid search
Call tracking & AI: The future of marketing intelligence
AI-driven analytics are reshaping marketing, and call tracking is no exception. When the two come together, you see solutions like Infinity’s Smart Outcomes come to life. This AI-powered call tracking helps marketers take things a step further by:
- Automatically categorizing calls based on intent and outcome
- Feeding this data into bidding tools to optimize future ad performance
- Reducing CPL and maximizing ROAS without manual effort
How does it work I hear you ask? Well, if AI detects a call that resulted in a sale, bidding algorithms can adjust automatically to prioritize similar lead sources. This real-time optimization helps marketing teams scale success while minimizing wasted spend and saving a ton of time!
Smart Outcomes product guide
for marketers
What’s next?
1 Choose a call tracking solution with AI-powered insights
Look for platforms that not only track calls but also analyze the intent and outcomes of those calls. Don’t know where to start? Check out this blog that’ll give you all the pointers you need on how to find the call tracking solution that’s right for you.
2 Integrate call tracking with PPC & CRM tools
To maximize value, your call tracking software should seamlessly integrate with Google Ads, CRMs, and analytics platforms to ensure data flows across all marketing channels.
3 Use data to continuously optimise campaigns
Call tracking isn’t just about attribution - it’s about improving performance. Regularly analyze which campaigns generate the most valuable calls and adjust your strategy accordingly.
For marketing teams in call-centric businesses looking to improve ROI, PPC optimization, and budget efficiency, call tracking software is no longer optional - it’s essential. By capturing call data, optimising campaigns, and leveraging AI insights, high-performing teams can ensure every marketing dollar is spent effectively. What’s not to like?
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