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Optimize Your Ad Success Across All Media with intelliAd Call Tracking

The intelliAd Call Tracking combines data from the online with the offline world. Every incoming call can be matched precisely to the online channel, advertising media or keyword a customer had previously clicked on. An individual telephone number is displayed when the customer visits a website. This makes it possible to optimize the success of advertising on various media and to use the marketing budget more efficiently.

Calls Are Transferred & Processed in Real-time

With the help of the Call Tracker, the information flow across different advertising channels from the first click on a website until the call is made transparent and measurable.

Conventional tracking tools only measure the actions on a website like downloading information material or filling in contact forms. The intelliAd Call Tracking takes account of the offline channel telephone in the conversion chain as well in order to process a cost-benefit analysis with real data. The transfer of number, time, duration of the call and source identifier takes place via a connected telephone provider. This information is shown in real-time and is processed by the intelliAd Bid Management system and by analyzing the individual Cost-per-Call defaults, it can optimize the keywords of the Google Adwords Account on a daily basis.

Call Tracking
Flow of data between the user, intelliAd and telephone company with intelliAd Call Tracking

How Does Call Tracking Work?

The website provider gets a JavaScript Pixel which is integrated on the webpage, if a user clicks the AdWords Ad the client receives a cookie response and the system recognizes them via an electronic fingerprint. On the destination web page a unique phone number is displayed through JavaScript and when the client dials this number, a server-to-server connection is built between intelliAd and the respective telephone provider. The telephone system transfers the call statistics like source identifier to intelliAd via a server-to-server connection. In the client account, the calls per online channel, advertising media and keyword are shown and the click chain is completely reproduced. Using this the advertiser has valuable information and can focus the marketing activities to optimally allocate the advertising budget.

Who Benefits from the Product?

Retailers who use phone numbers on their website can benefit from this product, especially when vendors have highly priced products like travel, financial services or insurance. The advantage being they can track and understand what the responses to an advertising campaign are. With the call tracker they receive feedback about their client’s behavior in realtime and can see success directly. Those agencies who have highly priced services often do not hastily buy and these sales are often consulting-intensive. At the same time, e-commerce vendors do not have information on how products which are closely connected to client contact really sell. This is where the call tracker renders valuable assistance since it is now possible to track the response by phone after visiting an online offer.

Agencies which need to diclose advertisement success in telephone marketing can provide detailed information with the call tracker about which online advertising efforts are worth more and where to certain channels can be optimized. Calls play an important role in the user journey alongside PPC and SEO clicks and no longer need to be omitted from the search chain because they are hard to measure.