The Ultimate Guide to Call Tracking in 2024


What would you consider to be the future of marketing? For us, it certainly involves having expert analytics tools at the ready, to analyse and dissect customer behaviour across your channels.

With this in mind, we wanted to take you through our guide to using call tracking UK software in 2024, and how it can improve your marketing for the future.

Read on to find out more.

What is call tracking?

Call tracking is advanced software that provides expert analytics for your marketing campaigns and channels, showing you which activities are driving phone calls and which marketing efforts need to be reviewed and altered.

The software can track the full journey of every customer who calls, from the very first touchpoint they interact with, such as a pay-per-click (PPC) ad, all the way through to their call, and after – whether they go on to make a purchase or not.

This software provides a clear picture of every customer journey and thus reveals how effectively each area of your marketing is generating leads and sales.

With visitor-level tracking, you can trace journeys even when the caller leaves a session on your website and then returns later on.

Across every campaign and channel, the detailed insights and reports from this software can help outline customers’ key patterns and behaviours. This can show not only how your marketing is performing, but how it can be significantly improved.

How can call tracking help your business?

There is a range of ways call tracking can help your business in 2024, including things such as:

  • Uncovering the true value of every campaign

Call tracking can help you uncover the true value of every campaign, and how successfully it’s driving conversions for your business.

The software can show the number of customer calls generated from each campaign, not just the number of visitors. This can also be from a call that happened immediately, or later on in the journey.

This can offer a clear visitor-to-call ratio for each campaign, helping you distinguish between high volumes of traffic, and highly valuable leads being generated in each area of your marketing.

As a result, you’ll have a clear idea of how valuable each campaign is when it comes to directing resources and budgeting.

  • Enhancing your campaign conversions

You can also use call tracking to enhance the number of conversions generated at each campaign.

The software will show which touchpoints are most effective at driving calls to your business, which you can then analyse to discover what aspects of these activities are the reason for their success.

For example, you might discover your most successful campaigns are within your social media channels, such as customers following a link from your Instagram page to your website before making a call.

This information can then be used to enhance your new or future campaigns.

Adjusting your campaigns according to accurate analytics is one of the best ways to ensure consistent and successful conversions.

  • Adapting your website for SEO

Call tracking can also help you adapt your website to be optimised for SEO. With your paid ads, you’ll be able to see how many customers visit and convert as a result of each ad.

Not only this, but you’ll also be able to see the keyword searches that drove the customers to this point.

This can allow you to alter your website to align with these searches. For one, you can make sure your web pages highlight any queries or unique selling points (USP) that are frequently appearing as keywords.

Also, having these keywords in the content of your sites can help improve your ranking position in search engines, to further increase the traffic to your website – and eventually, the number of calls generated.

Are you wanting to elevate your marketing efforts for 2024? If so, make sure you consider contacting an expert call-tracking provider to get your software implemented.