Call tracking is measuring telephone enquiries and attributing them to the source the customer came from. In sectors such as trades, healthcare, legal services or real estate, phone calls make up most enquiries, so without measuring them only a smaller part of the result is evaluated and the budget shifts in the wrong direction. Technically it works by dynamically showing the visitor a different phone number depending on the source of the visit; the number forwards the call to the main line and records its origin. You can track the number of calls, their length, missed calls, and, in evaluation, also whether the call led to an order. If you record calls, inform callers about it and ensure a legal basis; recording without notice is an infringement and is unusable in a dispute.
See also: Offline conversion import, Response speed to inquiries, KPIs for a marketer.
