Most ads are not going to tell you to “don’t wait, call now, operators are standing by” because today’s marketer knows you’re going to fill out a web form.

Or are you? AdAge notes that the ringing phone is actually causing a problem for metrics.

The test-prep tutoring firm Sylvan, for example, spends most of its national media budget on digital, particularly search engine marketing. But potential customers who follow its search ads to its site have increasingly made a phone call the next step instead of completing a web form. Because the company had been gauging campaign and keyword effectiveness by tracking things like the number of web forms filled out, the shift was leaving Sylvan blind to much of the return on its investment.

How do you measure incoming calls? There are a few categories on CabinetM that help automate the process:

  • Contact Centers packages have analytics to track calls coming in, coded by campaign or subject
  • Call Center Systems for the Enterprise help track calls no matter where they come in.
  • Call Detail Records (CDR) capture and track inbound and outbound call attributes, including phone numbers, call dates and times, call duration, caller hold times, hang-ups and dropped calls. CDRs monitor the performance of call center services and phone systems. Tools in this category are purpose-built to capture, track and measure the uptime, speed and reliability of call center web and mobile apps, sites and agent services.

Whatever tool you choose, make sure it maps to your overall strategy, helping all sectors hit the numbers.

And congrats on the success you didn’t even plan for, by the way.

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