Keyword Level Call Tracking

Keyword level call tracking

In this day and age, very few businesses can get away without advertising their goods or services on Google Ads. And in order to make sure your marketing campaign is as effective as it can be, you need to know which keywords are leading to offline conversions and which are underperforming.

This presents even more of a challenge if your business requires conversions to be recorded offline, such as with phone calls. If that is the case, you will need to use a call tracking software to determine keyword performance and make sure you find the best way to allocate your marketing budget.

Below we will go over what keyword level call tracking is, how it works, and the steps you can take to integrate it into your Google Ads campaign.

What Is ‘Keyword Level Call Tracking’?

To understand what keyword level call tracking is and how it works, we first have to take a look at dynamic numbers.

Using dynamic numbers means you are assigning a separate phone number to every source of online advertising you use. These can range from organic searches to Yelp, PPC, or Google Ads. Combine this with a call tracking solution to find out where the caller found the phone number they are using to contact your company.

Since each of these sources has a keyword associated with them, these keywords also end up being tracked. By using this approach, you can determine how effective each individual keyword or phrase is at attracting new customers and driving conversions.

How Does Keyword Level Call Tracking Work?

As we mentioned above, for keyword-level tracking to work, you will need a call tracking solution with the dynamic number insertion feature.

This feature works by creating a pool of phone numbers that belong to your business. Each visitor is shown a separate phone number when they visit your website, depending on which source they used to get there. For example, someone who found your website using an organic Google search will see a different number than someone who clicked on a Google Ad or a Yelp review.

Using this method gives you greater insight into the usefulness of each keyword and ad you are using, which in turn lets you optimize your Google Ads campaign for better results. It also helps you allocate your marketing budget by focusing on the best-performing keywords.

How to Track Keywords Using Call Tracking

Once you’ve set up a dynamic number insertion system, you’re ready to start tracking keywords using call tracking. Now, each time a visitor comes to your website, they are assigned an individual phone number. At the same time, Google Analytics is also tracking that user’s online behavior while they are on your website.

Once a visitor uses their individual number to call your business, the call tracking solution will link that number to the data in Google Analytics. This way, you will be able to determine which keywords the caller used to find your website.

As we mentioned above, Google Ads campaigns can end up using thousands of keywords. This isn’t a problem, however, since a visitor leaving your site means that their custom number is now back in the pool and free to be used for another visitor.

Since you can determine the size of the phone number pool, this feature makes it easier to use your marketing budget more effectively. Over time, it will also let you hone in on the keywords that lead to the highest rate of offline conversions. This way, you can optimize your use of keywords without the need to increase expenses.


Campaign level call tracking is important, but if you want to get an accurate insight into what works and what doesn’t, you will have dive deeper into the keyword level.

Make sure you track your keywords through Google Analytics and set up dynamic numbers that will track your keyword performance offline. If you do this, you will have an overview of offline conversions that will help you save costs, optimize your marketing, and boost your sales.

Why You Should Add Call Tracking into Your Marketing Strategy?

marketing plan

Businesses today are bombarded with information on the behavior and demographics of the people who visit their website. However, it’s important that this data exists because it teaches businesses more about their potential and existing customers. We are aware that so much information could seem overwhelming to some people but we can’t stress enough how important it is to know as much as possible about your customers.

What’s missing here is a piece of crucial information that could significantly help your marketing strategy and the overall finances of your company  – return on investments (ROI).

With call tracking, you’ll be able to track how each inbound call travels through your entire sales funnel all the way from the initial call to closing the deal and even beyond. Call tracking can also help you track which of your marketing efforts are yielding the best ROI.

All the data behind call tracking

So many conversions and deal closing that is a result of an Internet search or a digital ad happen over the phone. This is one of the biggest benefits of call tracking for your marketing efforts. 

Call tracking analytics also gathers in-depth data like the number of repeat callers, how frequently an area code calls, the number of unique calls, and the length of the call. 

All of this information is very valuable for your marketing strategy and when you pair it with audio recordings of your call (which call tracking software can do) you can get a better understating of the performance of your marketing efforts as well as your sale and customer care teams.

Understanding what benefits do you get if you use call tracking

Call tracking allows you to track each call no matter the channel. Here are some of the channels that call tracking could track:

  1. Your website – by placing a call tracking number on your website’s contact page (or any page for that matter), you’ll be able to see how many people are seeing your phone number.
  2. Paid search campaigns – if someone clicks on your paid search campaign, the ad analytics software records that click. But what about when people just see your ad and call you? Even though the software didn’t record this, it still happened, which is why call tracking should be there to record the call.
  3. Social media accounts – Same with your website, you can add your phone number to your social media profiles and see how your community management affects the number of people that call you.
  4. Affiliates – If you do affiliate marketing, you can use call tracking for tracking and managing affiliates and their campaigns.
  5. Offline channels – Billboards, newspaper ads, flyers, and other forms of offline marketing material are notoriously hard to track since you can never really know how many people converted because they saw a billboard. However, with call tracking, if you add a trackable phone number to your offline marketing material, you’ll be able to track which of these are generating most leads. Apart from the fact that call tracking saves time, the most important benefit that almost none other marketing tools offer is that call tracking software saves you money. By showing you which of your marketing campaigns (online and offline) are not working, you’ll be able to adjust your budget accordingly by stopping those campaigns that are not working and focus on those campaigns that are bringing you a positive ROI.


Is there a use case where call tracking doesn’t make sense in an overall marketing strategy?

There might be, as you can never be sure about theses like these. However, it’s highly unlikely.since all business owners want to:

  1. Save time – Usually, a lot of time is needed for trying to figure out the behavioral and demographic profile of their customers – which call tracking can do if you integrate it with your analytics software. Additionally, call tracking can save time that’s needed to see where inbound phone calls land in the overall sales funnel. Call tracking can also save time when trying to calculate ROI for your marketing campaigns.
  2. Save money – Like mentioned before, by implementing call tracking in your overall marketing strategy, you’ll be able to figure out which of your marketing efforts are not producing any truly valuable results (like conversions) which means you’ll be able to stop wasting that money and save it for those marketing efforts that are producing results, which call tracking can also tell you. 


So there you have it. Call tracking should be an integral part of your overall marketing strategy. No matter what your current marketing strategy looks like, no matter what your business goals are, you can and you should incorporate call tracking in your marketing. 

We’re almost certain that there is almost no use case in which call tracking isn’t needed. If a use case like this exists, we would love if you could let us know.


With call tracking, you’ll be able to know exactly what your customers are like and how and in what capacity do your marketing efforts affect them. You will also be able to precisely calculate the marketing return on investment of all your marketing efforts no matter the channel, medium, and if they are online or offline. Also, call tracking helps you allocate your budget better, and saves you money by showing you which of your campaigns are wasting your budget.

How to Increase Healthcare Marketing ROI and Decreased Cost Per Patient

Healthcare marketing

How Call Tracking Drives Your ROI and Cuts Costs

As a healthcare marketing expert, you’ll likely employ a number of solutions to get your clients in front of potential patients. But how do you know which of these solutions will work the best?

This is where call tracking comes in. Tracking and analyzing calls made by prospective patients will let you know which marketing methods are the most effective. It will also help you better understand the customer experience. This will clear up any potential confusion and let you easily and accurately optimize your marketing strategy.

Why Use Call Tracking?

A study by Google and Kantar Media shows that even though a vast majority of patients use the Internet when researching healthcare options, 56% of them will use a phonecall to schedule an appointment. This makes the telephone one of the most important tools in a healthcare marketer’s arsenal.

Because of this, it is essential to know where the potential patients found your company’s phone number. This can be an important indicator of which part of your marketing campaign is driving the most conversions. Thanks to this information, you will be able to allocate your marketing resources more effectively and thus improve your return of investment.

The Benefits of Call Tracking

As we mentioned above, one of the main benefits of call tracking is the ability to accurately gauge where the calls from patients are coming from.

As a part of a comprehensive marketing strategy, you are likely to place ads for a healthcare provider on a variety of marketing platforms. Each one of these ads will have a varying degree of effectiveness and will drive conversions at a different rate.

Having the ability to determine which of these ads drive the most conversions and which are underperforming will help you better manage your marketing budget. You can go into even more detail by tracking which keywords attract the most calls and use this information to better target your audience.

One of the main reasons such a high number of patients choose to schedule appointments by phone and not online is the chance to interact with another human being. When choosing a healthcare provider, patients are likely to have many questions. It can be reassuring to have someone at the other end of the line who can answer them.

Call tracking can help improve this aspect of healthcare marketing too. Most call tracking solutions are able to automatically record and transcribe calls. These transcripts can provide further insight into the advertising channels that attract the most patients. They will also help you evaluate how well your current call handling protocol works at converting calls to sales.

Integrating Call Tracking

By now you know how useful call tracking can be for optimizing your marketing strategy. All we need to do now is find out how to integrate call tracking into our marketing and sales.

Easier Calls Lead to More Sales

Before you start using call tracking, you’ll need to make sure you are fully prepared. This means having a call tracking solution to gather and analyze call data.

First, you’ll want to make sure that the appropriate phone number or ‘call us’ button is prominently displayed in your ad. This will make it far simpler for a patient to contact your company, cutting out unnecessary research.

Second, if you are using vanity numbers, you will also need to include the full numerical form so that the patients can quickly select and call the number from a mobile device.

Dynamic Numbers Give You Better Insight

Dynamic numbers refer to the practice of having a separate phone number for each online source that can lead visitors to your website. Once the visitor makes the call, the number they used is sent to Google Analytics. This way you know exactly where each call came from.

By using dynamic numbers with a call tracking system, you can easily find out which online marketing platform is bringing in the most calls. This kind of insight can prove invaluable when deciding how to allocate your marketing budget.

You can take this a step further by using dynamic numbers to track keywords. This is fairly easy to do with targeted Google Ads, and it will let you know which particular keywords drive the most sales. The added benefit is that you can also use these keywords later as a part of your SEO strategy.

Tying It All Together

Now that you have your dynamic numbers and call tracking in place, it’s time to integrate these elements with the tools in your marketing arsenal. This way, you’ll get a comprehensive and holistic overview of the patient’s experience that you can use to drive your marketing decisions. You will also be able to better reach your audience with well-placed targeted ads, leading to even more potential patients.


With all the competition in the healthcare industry and the large sums spent on marketing, it’s more important than ever to get a leg up over the competition. Call tracking can give you that essential edge that will help you craft a comprehensive marketing strategy and make sure your patients have the best customer experience possible.

Photo credits: People vector created by katemangostar -

How to Improve Your Return on Investment (ROI) Using Call Tracking

return on investment (ROI)

How to Improve Your Return on Investment Using Call Tracking?

All marketers and business owners know that the most important metrics for any business is “return on investment” (ROI). They also know that calculating ROI is very difficult, especially with digital advertising. Or at least, it was until call tracking was invented. 😉

Call tracking can help you measure the return on investment of your ads as well as streamline and improve your marketing efforts. 

But before we dive deep into how call tracking does that, we need to establish what exactly is call tracking.

What is call tracking?

When you talk to a sales or a customer care person in some business and they ask you “How did you hear about us?” – that’s basically call tracking. 

Call tracking is the process of measuring the impact and effectiveness of marketing efforts (usually online) trough offline conversions (phone calls).

Today, most businesses rely on emails, chats, and social media to get inquiries from potential customers. Measuring conversions that come from these channels is easy. However, some businesses still rely on phone calls to close deals. Measuring conversions that come from phone calls is a bit difficult. I’m sure we can all agree that simply asking all potential customers “How did you hear about us?” isn’t effective – and that’s before you take into account the sheer number of phone calls some businesses get every day, as someone would have to write down all the phone numbers and the channels they came from.

That’s why call tracking is so good – it automates the entire process, and you know from which online source the call came from, down to each visitor.

How do you optimize your call channels?

To get the maximum benefits of call tracking, you need to optimize all your call channels so that they collect data properly.

First, you need to make sure your business listings are consistent – all of them should have your name, address, and phone number. You have to this consistently at all levels, starting from Google My Business, Yelp, and all the way to other websites that potential customers are able to see. Of course, you need to make sure that the phone number listed is a tracking phone number that forwards to your main phone number. A call tracking tool like INVOX can do that.

Other than your digital marketing channels, you need to make sure that your offline marketing channels are still tracked. We’re talking about TV and radio ads, billboards, newspaper ads, signage, and company vehicles all of which can bring in a significant number of leads. Identifying which of these channels has the largest impact tells you which one is the most effective and helps you maximize your ROI.

How do you calculate ROI with call tracking?

If you accurately attribute each lead back to the campaign that was responsible for generating that lead, you can precisely estimate how much revenue each campaign generates.

This will help you calculate real ROI. By having a complete view of all the leads your marketing efforts have generated – this includes online and offline efforts – you’ll be able to identify which of your channels are most profitable and which of your channels should be discontinued.

Calculating the ROI of your marketing efforts can be done even more easily if you integrate your call tracking software with your CRM platform. And if inbound phone calls are an important part of your sales journey, then it’s imperative that you do integrate your call tracking and CRM platforms.

How does calculating ROI help my marketing efforts?

Whether you are a marketing agency or you have an in-house marketing department or you even do marketing on your own, calculating the true ROI can help you determine which campaigns are successful and which are not. By tracking your calls, you can be sure that there are no missing data from potential customers that managed to bypass your website tracker and called directly.

All of this data can then be used to adjust your marketing campaigns based on the one true performance indicator – lead generation. If people aren’t picking up the phone and you’re sure they saw your Facebook ad, you need to adjust the ads to make sure people do ring your phone. Also, if you see that people are calling you because of a Google ad you did, make sure you continue with the ad, as it’s most likely going to generate even more leads and potential business.


A call tracking platform helps you track and manage inbound calls to your business more effectively. With insights that can’t be found anywhere else, like your caller’s behavior and demographics, you’ll be able to make smarter, data-driven decisions that will optimize your marketing campaigns. 

Each call that goes through a call tracking platform has all the information about your potential customers and the general target audience. Call tracking platforms can be integrated with other marketing, business, and analytics solutions like Google Analytics, Google Data Studio, various CRMs and ERPs which allows you to have access to the most advanced metrics that will help you control your ad bids and spend and at the same time empower your PPC decisions while improving the overall customer experience. 


INVOX is a call tracking software that gathers valuable behavioral and demographic phone call data that helps you make better data-driven decisions about your marketing efforts, no matter the marketing channel the calls are coming from.

Google Ads Call Tracking – Track Calls Back to the Keyword

Google Ads phone call conversion tracking

Researches show that in 2019, calls to business from smartphones are predicted to reach nearly 162 billion, which is a 73% increase from 2015. Even without the data, we all know that phone calls are the main factor in converting for a lot of businesses. 

However, it can be challenging to measure exactly how many calls were made because of an online marketing campaign. That’s why call tracking was invented. 

Call tracking is the process of measuring offline conversions (phone calls) from online ads.

Did you know that 43% of all search-related conversions happen over the phone? That’s a huge percentage of phone calls that are uncounted for without call tracking. Most marketers say that their top priority with paid search ads is getting people to call the business.

Call tracking tools like INVOX allow marketers to measure call conversions that resulted from paid search ads.

How does Google Ads call tracking work?

Call tracking Google Ads works in a few stages:

First, a prospect searches for one of the keywords you have your campaign with. They find your ad and either click on the ad or call the number right from the search query (if you setup Google Ads Call Extensions or Call-Only Ads).

If they click on the ad, they get sent to a dedicated landing page that displays a call tracking number used for call tracking. If they just pick up the phone and call the number the process is the same. The call connects and a few data points are captured, one of which is the campaign that triggered the call. 

Next, it records the duration of the phone call to determine if the call is converting or is it just an inquiry. The conversation is also recorded. 

What are some of the benefits of call tracking?

We have already determined that call tracking is an accurate and quantifiable way to track how effective are offline conversions (phone calls). In addition to this priceless data which cannot be captured in any other way, there are a lot of other benefits of call tracking.

Here are some of them:

Measuring marketing ROI

A huge benefit of call tracking is the ability to exactly know your marketing ROI, either for all your paid campaigns or an exact one or even an exact keyword. This is useful in proving the effectiveness of paid search campaigns and it also helps in better budget allocation.

Recording phone calls

During the call tracking process, all the phone calls to the call tracking number are also recorded. They can later be revisited back later to see exactly what potential customers are looking for. The recording can also be used to improve the way customer service and sales teams are handling inbound call tracking.

Capturing the entire visitor journey

INVOX call tracking also provides you with various visitor-level metrics. With INVOX, you’ll be able to see the exact visitor journey, how many pages the visitors viewed and how long did you spend browsing each page during the entire session. This allows you to better understand the exact visitor behavior on your website and what makes them call your phone number.

Multi-channel call attribution

Another useful feature of call tracking is the multi-channel call attribution which lets you know how each of your campaigns and channels are performing. This allows you to focus on improving the best PPC campaigns and marketing channels as well as your overall marketing strategy.

Google Ads account optimization

If you have a lot of campaigns in your Google Ads account, you know how hard it can be to keep track of all your campaigns. With call tracking, you’ll be able to optimize the structure of your Google Ads account by removing all the campaigns that are not working and better focus on those campaigns that are.

Better data analysis

All the data that comes from call tracking can be used in a wide business sense. How? Well, you get to see exactly how your leads are behaving. This data can be used to improve the way your business works based on the feedback you get from leads. If your leads are looking for a specific product or service that isn’t your priority, maybe you spend more time on making sure that it becomes a bigger priority. Call tracking data can help with data. If your leads are looking for a new product, maybe there is a shift in the market and call tracking has helped you predict it. 


I hope that this article gave you an insight into the wonderful world of call tracking. With call tracking, you’re practically sitting on a gold mine of useful and actionable data. The possibilities you get with call tracking are almost endless. Make sure you use its power before someone else does.

Photo credits: Infographic vector created by roserodionova -