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What is Call Tracking?


Call Tracking(link takes you to an external page) is a software-based performance marketing technique that generates and assigns a unique phone number to a specific advertisement or marketing campaign. Call Tracking systems then follow and analyze leads through that phone number "channel" to understand the channel's true effectiveness and ROI or receive a commission for driving that lead.

Call Tracking lets marketers assign unique phone numbers(link takes you to an external page) to each product, advertisement, region, or other segment they desire and route those calls to the endpoint (typically a contact center) they designate. Call Tracking turns a phone number into a referral source(link takes you to an external page) that is then used to track and analyze leads. Not only does Call Tracking allow for automatic call routing to the best available agent based on lead origin, it also provides a much more accurate picture of each campaign's effectiveness, profitability, and true ROI(link takes you to an external page).

Call Tracking can improve campaign effectiveness by using metadata to optimize call routing. Sales and service agents receive only the calls that originate in their region, from product pages and listings that they own, or from advertisements that are part of their campaigns. This provides useful context to calls, and can also be used to connect callers with live agents immediately, which can improve conversion rates.

Call Tracking improves forecasting and budgeting, too. Call Tracking provides visibility into the ROI of each campaign(link takes you to an external page) by revealing exactly which campaigns(link takes you to an external page), keywords(link takes you to an external page) and sessions(link takes you to an external page) drive revenue, and which are not worth the investment. Companies can then double down on the sources that matter and cut the ones that underperform.

Twilio's Programmable Voice APIs(link takes you to an external page) provide a cost-effective way to create and customize call tracking programs(link takes you to an external page). Local and toll-free phone numbers can be purchased in bulk, then leads can be sent to any endpoint with Twilio's easy to use APIs. Customers such as Trulia have used Twilio Programmable Voice APIs to drive local, qualified leads to their agents that convert 100x better than traditional lead generation programs. Read more(link takes you to an external page)

Not a developer? Check out these great Twilio-powered Call Tracking providers(link takes you to an external page).


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