Aim to collect phone call attribution data to help with conversion attribution

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 14, 2022, 2:57 AM GMT+0

Telephonic interactions can help businesses drive more valuable transactions.

Despite being accessible otherwise, most businesses do not incorporate phone calls into their marketing plan or track conversions from it. With 60% of smartphone users contacting businesses directly via search results, including "click to call", tracking caller conversions can help attribute sales made over calls to its digital origins.

Even industries that rely extensively on the telephone, like hospitality, travel, and more, rarely track callers’ journeys. For attribution, brands must understand the role phone calls can play in the sales process.

The sales cycle on the phone typically accounts for a higher price point than digital channels, as consumers call the business if they're considering larger purchases. Businesses can use phone call attribution tools to track the keywords used by their callers to enhance SEO on digital channels and boost caller traffic.

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