Now that we’ve covered how to properly track your Google My Business calls, we’re going to show you how to properly track calls to your website. This is one of the most common mistakes I see from both contractors and marketing companies a like, so we’re going to take a dive into this.
I’m going to show you exactly what you need to do, so you can properly track your website leads, and that way you can attribute revenue to your marketing company or to the efforts that your internal marketing person is doing. Stay tuned, and we’re going to get right into it.
What is Dynamic Number Insertion?
Dynamic Number Insertion or (DNI) is a feature that call tracking software, such as Callrail, us to analyze marketing behavior and also attribute revenue to various search and paid ad campaigns.
Essentially, a javascript code gets placed on your website that will swap out your primary phone number when a searcher finds your website.
The code then analyzes where the lead came from, what pages they clicked on and if they call you, this information is recorded in your dashboard.
It also allows us to understand where they came from, so call tracking script will allow us to see if they come from Bing, if they came from Yahoo, DuckDuckGo, Facebook, a different social media platform, Google My Business, if they found you on Google Search.
This really starts diving deeper into where somebody is finding you, so you can double up on those marketing efforts that are working.
How do I know if I setup Dynamic Number Insertion properly?
Most call tracking software has a function where you can test your website after installation.
The first thing you must do is install the javascript code or plugin on your website, if you are using WordPress.
If you are using Callrail, click on the “Tracking” tab at the top of the screen.
On the bottom left hand side, you will see “Tracking Installation”. Click on that.
Choose the installation method that is easiest for you or hand this task off to your digital marketing company and let them take care of this for you.
What’s the difference between Static and Dynamic Call Tracking Numbers?
Static tracking numbers don’t change.
The biggest mistake I see is marketing companies will give you a tracking number, or they will install a static, or essentially a tracking number that does not swap out, and attribute everything that comes to the website as their work, and that is just not true.
You really need to understand where your traffic is coming from. That way the wool doesn’t get pulled over your eyes, and you can actually understand what your marketing company is or is not doing for your business.
How can I track revenue from dynamic call tracking numbers?
This is a bit of a Pro tip here, but if you are using a CRM, such as Service Titan or Housecall Pro, you would send your website pool of numbers to the tracking number inside of your CRM.
This would allow you to understand where your traffic is coming from and how much revenue that marketing campaign is producing for your business.
Why is it so important to track your phone calls?
Make sure you are tracking your website leads properly, as this can lead to a really big problem down the line where your marketing company says that they are doing X, Y, and Z for you, and to be perfectly honest, they are not.
So, make sure if they ever want to put call tracking on your website it is not a static number, it is dynamic number insertion or dynamic number swapping. Use that method. That way you will have better success, and you will better understand what is being done, and the number of leads that are being brought to your business.
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