Call Tracking Metrics: Top 6 Metrics for Inbound Calls

Laura Caveney
Date Posted:
19th January 2021

If you use inbound calls as a means to drive new leads and sales, then you need a proper way to track them, right?

Call tracking is a key tool for any marketer. Especially if you work in B2B or on PPC channels.

Luckily for you, Ruler Analytics is a call tracking and marketing attribution tool. So you know you can track which campaigns, keywords, ads, and landing pages drive inbound calls to your business.

And even better, you can see which of those are driving calls that ultimately end up closing to revenue. Plus, every call is recorded so you can use it to train your sales reps.

For this blog, we’re going to assume you already know the value of call tracking and marketing attribution. So, we’re going to run you through the six metrics you need to measure your inbound calls.


6 Essential Metrics for Call Tracking

Ok, so if you’re working in PPC, chances are you’ve got good familiarity with the regular metrics offered in Google Ads.

While it’s great that you can see which ads and campaigns are driving conversions, you are pretty limited when it comes to call tracking.

This is where Ruler comes in.

Here’s the kind of data call tracking captures from new leads, as seen in Ruler’s own dashboard. With this in mind, let’s delve into the best metrics to monitor with call tracking.


Number of Calls

Ok, ok, this is an obvious one. If your business relies on calls, then you’re going to be monitoring the volume of inbound calls. The thing about call tracking is that you can record your call volume by channel. Not only can you definitively say how many calls your PPC campaigns are driving as a whole, you can also break it down by campaigns and by ad (and even by keyword).

If your lifeblood is inbound calls, you’ll be able to definitively prove your ROAS for PPC campaigns.


Keywords that are Driving Inbound Calls

Speaking of keywords… While you can get an overview of which keywords are driving clicks, it’s not so easy to understand which keywords are driving inbound calls.
With marketing attribution and call tracking, you can weed out the keywords which are driving high clicks, but low conversions. It’ll mean your budget is optimised for the one metric that matters: revenue.


Call Origin

Have you used Google’s call-only ads? For mobile users, you can get them to directly call you straight from Google. No click required.

Note: Need help with Google’s call-only ads? Read our ultimate guide to call-only ads to find out how to implement them into your PPC strategy.

But how are you pinpointing that call?

Well, again, with call tracking, you can. By using campaign numbers, calls can easily be attributed into the right pot.

So, you can start testing new ad formats and get creative with your outputs. You’ll know quickly, and definitively, which work best and be able to optimise with no doubt.


Geographical Location

By establishing which geographical area most of your leads are coming from, you can target your advertising more specifically, including setting bid modifiers. These allow you to show your ads more or less frequently based on where people are searching from, saving you from wasting money on advertising in an area that is generating no leads.


Quality/ Length of the Call

Typically, the longer the call the higher the quality of the lead, however, this necessarily this isn’t true.

Just recording the length of a call isn’t good enough, you need to drill down, listen to the call and determine the quality for yourself. To do this, you need to invest in call recording. This process will allow you to filter out auto-generated robot calls and telemarketers, who aren’t considered as “leads”.

In fact, Optionis uses a trigger on Google Analytics alongside Ruler Analytics to only mark calls that are longer than 6 minutes as leads.


Calls versus Forms

Did you know inbound calls are worth 5 to 10 times the value of form fill leads? For most PPC campaigns, you’re trying to get web visitors to do one of two things: fill in a form or call your business.

With marketing attribution, you can use your call tracking to monitor inbound calls and form submissions throughout the full customer lifecycle.

That means you can compare which lead conversion generates more revenue over the complete lifecycle. While you might find yourself scoring more form submissions than inbound calls, you might come to realise that calls are actually generating much more revenue.

This will help you optimise your PPC campaigns, and your landing pages.


Get Started Measuring Inbound Call Metrics

Now you’ve got a good idea of which metrics to measure with call tracking. And with marketing attribution, you can get even more advanced.

Find out more about Ruler Analytics’ call tracking and marketing attribution software by booking a short demo. One of our team will show you how Ruler can link your lead data to your PPC campaigns.


Book a demo Ruler Analytics