Marketing Call Tracking and Geolocation: A Match Made in ROI Heaven

Marketers use keyword-level call tracking to better understand how their marketing generates phone calls from leads and prospects. Using dynamic number insertion (DNI) marketers can track how callers initially found their website. Whether they found them through SEO, display ads, social media, links from other sites, or paid search, DNI call tracking technology helps businesses attribute every phone lead to its proper source.

Call tracking technology and geolocation work together to ensure proper lead source attribution as well as the immediate transfer of customer calls to the right store location or agent. How? Geolocation works by accessing the latitude and longitude a customer is calling from, and then routes their call to the nearest store or agent location. And because geolocation works for mobile phones and landlines, callers dialing in from their home or business landline are eligible to use the geolocation feature. But only if they want to. As with all applications of geolocation, callers are required to opt-in to the service in order to share their information, and they can opt-out any time they want.

So how are marketers using geolocation to enhance their call tracking to provide better customer service and improved ROI?

1. Improve Paid Search Campaigns Using Call Tracking and Geolocation Data
Marketers are using call tracking and geolocation data to enhance paid search campaigns. Information on caller location can be very valuable for location-based bidding and call extensions. Marketers can choose to bid higher on clicks from specific regions based on the quality of calls received. Marketers can then use call duration and call recording technology to assess the quality of calls from specific locations. For example, set higher bids for locations that drive calls that last longer or calls that lead directly to in store visits or over the phone sales.

Marketers can also use geolocation data to decide when and where they should use ad extensions. Ad extensions (or sitelinks, for organic listings) are those additional links that appear under your organic or paid search listings. These links could drive callers to specific landing pages that make it easy for them to call your business in a snap.

2. Route Urgent Customer Calls to Close More Sales
When a potential customer calls a business, they are expressing intent that they are ready to speak with someone now in order to move along with their purchase. They are usually further along in the buying process for more complex sales, and for sales with shorter cycles they are ready to purchase as soon as possible. The faster you can get a customer routed to the location or agent nearest to them, the faster you can close the deal. A 2012 study shows that retail businesses that answer customer phone calls in 60 seconds or less are 59 percent more likely to close customer purchases, and those customers who have their calls answered in less than 60 seconds are 73 percent more likely to recommend that brand. Imagine how beneficial it would be to your sales team if you could get customers in touch with the right person at your business in the first 10-20 seconds.

Then, imagine the benefit of knowing your true ROI from every marketing campaign. Most businesses are good at tracking web leads, but many aren't tracking the phone leads their marketing generates. A study from BIA/Kelsey showed that phone leads are 10 times more likely to complete a purchase than web form leads. Using call tracking technology, marketers are able to tell how a customer who called your business found your website in the first place, how long their phone call lasted, and if the call resulted in a purchase. They can then use this information to track ROI from their marketing campaigns and allocate more budget to mediums that are generating the most sales.

3. Accurately Track and Handle Inbound Calls From Anywhere
With call tracking and geolocation your business will have invaluable caller information and your customer calls will be routed as quickly and effectively as possible. Here's how it works: after the customer dials the business number, they are connected to advanced call routing technology integrated with geolocation. Without having to input any information about where they are, the technology accesses the location of their phone, and then accesses a list of the store locations nearest to the caller. All of this takes place in a matter of seconds.

Since you are also using call tracking technology, the calls will be tracked back to the source that generated them, as well as logged and recorded in your CRM (like This type of tracking helps you better understand which marketing works best at generating these high-quality customer calls, as well as helping you keep track of customer call records instantly. Call tracking and routing with geolocation work for all types of marketing, not just web, including print, billboard, television, etc. For example, if a customer sees your television ad and decides to call your business, call tracking can tell that the call was generated by a television advertisement and call routing with geolocation can route the caller to the nearest store location.

Call tracking and geolocation create a powerful combination of tools that help businesses improve marketing strategies while also providing an excellent customer experience.

_Jane Intrieri is currently a Search Marketing Specialist at Ifbyphone. She is responsible for the execution of Ifbyphone's overall internet marketing strategy, including lead generation efforts, the effectiveness of Ifbyphone SEM efforts, while also managing and maintaining day-to-day website and marketing automation related operations.