Call recording and audio backups are especially useful in larger businesses with multiple phone operators. You can listen back on your calls to review your tactics and change them based on what has led to a successful outcome. You can also spot patterns in audience behaviour and understand more about your customers so that you can tailor your future campaigns accordingly.

With campaign-level call tracking, you will buy a pool of numbers and assign one number to a campaign. This can be used for both online channels and offline campaigns. It will tell you where your callers have come from based on last-click attribution. This means you won’t be given any additional data on your customer’s journey leading up to a call. You might choose this model if you have a lower ad spend and want to find out where your phone conversions are generally coming from.

Session level tracking involves giving each site visitor their own phone number, which is also known as ‘dynamic number insertion’. This is a more powerful call tracking model and is especially useful for ‘short sales cycles’ where customers who ready to convert. The phone number given to a user will only stay the same for the duration of that call. So, if a user comes back at a later date – the number will be different, and the tracking information will be lost. If you want to learn more about a customer’s journey – then visitor level tracking will be more suited to you.

This is a popular call-tracking method because you can see an entire customer journey – right back to channel, ad, campaign and even keywords. This helps you to understand any caller’s complete, detailed digital journey that led them to a call. It’s a way of understanding the type of campaigns that are generating the most phone conversions as well as leading users to your site in the first place. When using ResponseTap – you can access this data for 12 months.