The Top 10 Metrics For Call Tracking

call metrics graphic

In this data-driven world, it can be hard to manage the large amounts of customer data streaming in and out of your enterprise. Marketers that bunch call data in with clicks are sorely missing out on a lucrative measurement.

According to BIA/Kelsey, 162 billion calls will be made to businesses by 2019. Luckily technology is on our side and there are now processes that organise and reveal the value of calls. Call tracking is one of these. But when using this system to optimise your marketing and sales strategies, what metrics should stand out most?



1. Number of calls

Starting with the actual number of calls coming in is the first step, this metric determines how many inbound calls are being received. All vital measurements for forecasting which day of the week would be the best to push a particular campaign.

2. Calls duration

This measures the length of a phone call from pick up to the conclusion and is the period when call data is collected. Calculating the average length of inbound calls vs conversions can help determine how long consumers prefer to speak to a representative. Shorter isn’t always better in some cases.

3. Recovered callers

Recovered callers are those that have been brought back after a missed call using abandonment recovery methods such as email and/or SMS.

4. Average page views per caller

These are calculated by dividing page visits by the page views within the same timeframe. One visit contains multiple page views. This metric can reveal how easy the navigation of your website is for a user.

5. Geographic origin

Is the caller nearby? If the business using call tracking is for example – an automotive dealership, acquiring this information can help prioritise leads, since a prospect living in the area can come in for a test drive a lot quicker.

6. Accounts with call traffic

Managing the number of calls coming in versus the number of agents answering is key to preventing an influx of abandoned calls.

7. Top pages leading to calls

Knowing which website pages are leading to phone calls and eventual conversions can not only optimise your SEO strategy but also help allocate those ad funds strategically.

8. Call through rate (per channel)

This focuses on the number of conversions from landing pages and ad impressions versus calls. Calls can come from numerous touchpoints such as; SEM, Google SEO, CRM and direct. It considers interactions prior to the call and after the call is made before landing on an average per channel.

9. Time of day

Time of day metrics show the most active and slowest times of day for call activity. Why is this useful? Implementing time of day into call scheduling and call routing can ensure that there is always someone available to answer or follow up.

10. Drop off per channel

If calls aren’t answered in time, callers will abandon and knowing which channel is producing the most dropped calls can help nip a problem in the bud.

Via: BIA/Kelsey

Freespee vs. Call Tracking

If all this buzz about Call Tracking, Call Metrics, Call Analytics, etc. gets you confused, you are not alone. As with any other emerging technology, the terminology for Call Tracking  is constantly developing.
Freespee focuses on helping our partners to track, prove and monetize the phone call traffic through various advertising channels. As the European leader in the industry (18 000+ advertisers trust us to power their inbound call marketing) we are trying to find the right words to describe what we do, in order to make it clear to everybody.
So here we go, definitions:
Call Tracking – Measuring inbound phone call traffic from various sources

  • This is the most widely used term to describe, how many phone calls an online or print listing, campaign or website generates – or from the advertisers’ point of view, answer the question: Where do the calls come from?
  • When Freespee talks about Call Tracking, in the same breath we always remind people that this has actually existed for a long time – however, a modern Call Tracking platform is cloud-based and allows real-time number allocation and provisioning, operator-grade call mediation and connectivity, as well as a full API to integrate with various content and ad-management systems, marketing performance dashboards, and CRM software.

Call MetricsCall statistics from a single source

  • Typical statistics include total number of calls (by hour of the day, day of the week), average call length and the ratio of answered/missed calls.
  • A term made popular by Google with their launch of AdWords Call Metrics in November 2010 – allowing advertisers to get statistics on how many phone calls an AdWords ad unit generates.

Call AnalyticsComplete picture of call traffic

  • Call Analytics is less common term, as it has a different meaning in the call center and telecom industries. In inbound call marketing, what we mean by Call Analytics is that it’s like web analytics but for calls. This includes tracking calls from multiple sources, advanced call metrics and phone leads information – such as measuring the number of unique callers, their geographical origin, displaying the phone numbers of the callers, analyzing the phone lead quality and identifying answering patterns to increase sales conversion rates.
  • In call center business Call Analytics can also mean recording of calls, and the analysis of voice data itself – either by automatic transcriptions or manually listening – to find out qualitative information such as inquiry details or consumer sentiments. We are seeing this type of analysis coming to cloud-based platforms as well.

Now, what does the big picture look like, and what does the Freespee platform offer?

Do you like the terminology? Want to share your opinion? Join the discussion on Quora!