Overview of CallRail for Call Tracking

Have you ever asked someone how they heard about you when they call your business? Often, they don’t know or don’t remember. Today, we’re going to talk about how you can stop interrogating your customers and start tracking their source with call tracking through CallRail.

Timestamps:
[0:30] Know where your traffic is coming from
[0:54] How CallRail works
[1:49] Important features
[2:57] Important things to note

Transcript:
I’m Adam Arkfeld, owner of ParaCore, a pay-per-click lead generation agency.

[0:30] Know where your traffic is coming from
When you spend money on paid ads, it’s important to know where traffic is coming from. Do callers find you organically, were they referred to you by someone else, did they find you on Facebook or Google? Based on this information you can decide where and how to invest your ad dollars.

AdWords offers conversion tracking, but it has some limitations. For example, it only shows you calls that came from AdWords and it doesn’t allow call recording or advanced call features. Enter CallRail.

[0:54] How CallRail works
CallRail is a 3rd party call tracking solution that provides more features and allows you to track where exactly your customers came from.

So how does it work? There are actually two options:

First, you can dynamically swap numbers on your website or landing page and second, you can create a static phone number for print collateral, AdWords call extensions or other material.  For the first option, you need to install a code snippet on your website to change phone numbers based on predefined rules. You’ll only need one snippet to control many different phone numbers. Once it’s installed, you can control all settings in CallRail, so it’s easy to manage

For the second option, you need to create a phone number and just use that phone number for print or other call sources. You won’t need a code for this, since it’s only used on static content. Then, when a lead calls the phone number you created, the call is redirected to the destination phone number and it’s tracked under that call source.

While some of the tracking with CallRail is similar to AdWords, the features are what set it apart.

[1:49] Important features
You can create multiple phone numbers to track different sources. For example, you can have different numbers for organic, paid, referral, social, or direct traffic. You can also record phone calls which lets you find out if the calls are qualified, if your salesperson or office admin answered the phone correctly, and if the calls are actually being answered or if your money is going to waste.

You can track individual users and keywords using CallRail’s number pool feature. With this feature, a number is assigned to unique visitors on your site. When they call, it tracks their previous activity on your site thanks to their unique number. It also tracks organic and paid keywords for those calls.

CallRail also lets you create call flows. When someone calls and you’re not there, who answers? You can set up rules so calls are always answered. This feature also includes options for simultaneous rings, round-robin, daytime scheduling and more.

Other interesting features are whisper messages, that tell you where the caller is calling from, tagging calls for easier reporting, sending and receiving text messages with callers from within the CallRail interface, website contact form submissions, automated call quality scoring, automated call transcribing, and integration with major platforms.

[2:57] Important things to note
However, there are a couple of things you’ll need to be aware of.

First, if you do a keyword pool it will accumulate your keywords pretty fast. Pools require a minimum of 8 phone numbers and you’re charged for each phone number. If you’re an agency or have a few sites with keyword pools, your monthly costs will increase rapidly.

Secondly, toll-free numbers are more expensive.The number interface isn’t 100% clear that the toll-free number is more expensive than a local number.

Third, if you take a lot of call volume, it could get costly.

Finally, tracking conversions in AdWords and CallRail at the same time can be challenging because both programs swap your phone numbers on your website.

All in all, CallRail is a great tool to help you track your callers from the source all the way to the final sale, and to help you make sure you spend your ad dollars in the right place.

That is all for today, I hope you enjoyed this video. If you did, make sure to subscribe to our YouTube channel. We’ll be posting a lot of more content just like this, for marketers just like you!

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