Call tracking for agencies—which ties offline calls back to online marketing—is great.
It lets you see which of your campaigns, ads, and even keywords are generating the most calls so you can make smarter marketing decisions (based on data, not gut).
But there are some problems that marketing agency call tracking can’t solve. Not on it’s own anyway.
This guide looks at the five biggest problems agency call tracking does not fix, and the solutions you need instead.
Standard call tracking for agencies solves a number of very real problems, like:
Let’s say you’re running marketing for a plumbing company.
With call tracking software, you could see:
Thanks to call tracking, you could use these insights to focus on Google Ads over Facebook, put more budget into “sewer line repair,” and include “emergency” in all your keyword targeting.
Without agency call tracking, uncovering these insights would be impossible.
With all call tracking can do, there are still some problems it can’t solve (at least not on its own).
Tying phone calls back to the marketing that generated them is huge. But accurate attribution data doesn’t help much when evaluating lead quality.
For example, let’s say your sewer line repair ad is the best performer—it’s bringing in at least 50 more calls than any other campaign (data you can see thanks to call tracking).
But what happens if 40 of those calls are:
Put another way, what if your marketing is generating low-quality leads?
Beyond frustrating your client, marketing that produces low-quality leads wastes your team’s time and resources.
With call tracking alone, you can tell the quantity of leads produced. But you need a lot more info before determining their quality.
To figure out the quality of your leads, you need to know:
Most call tracking software for marketing agencies already covers the Where (e.g., Google Ads, campaign #, keyword trigger) and the How (phone call).
But to see the Who and What, you need tools that capture data like:
Call tracking alone won’t give you this data. And using software that captures all of this additional data lets you optimize based on how likely leads are to become a customer (i.e., lead quality), not just on how many calls you’re getting.
Hands down, return on investment (ROI) is the best indicator of marketing success. This metric makes clear to clients that X dollars invested in your marketing will net Y dollars in revenue for their business.
Doesn’t get much more “brass tacks” than that.
But to calculate that ROI, you need to know the value of each lead your marketing generates.
With call tracking, you can see the number of calls produced. But understanding what those calls are worth takes another layer of information.
It’s no wonder that 43% of marketing agencies struggle to show the value of their marketing.
To prove your marketing ROI, you need software that ties individual leads to:
Using this data, you can tie every piece of your marketing to the hard numbers each produced and then calculate overall ROI.
Sticking with the sewer line repair example, let's say your $25,000 campaign generated 250 leads, 60 of which were qualified. Those 60 qualified leads translate to a $2,400,000 quote value and a $120,000 sales value ($40,000 X 5% closing rate = 3 customers = $120,000).
As a result, you can report to the client that your marketing produced a 4.8X ROI.
And with that clear return, you can both prove your value and build a business case for your client to increase their investment in your marketing agency.
Qualifying and actioning leads is a time vampire for marketing agencies that generate 100s or even 1,000s of leads for their clients.
…It all takes a lot of time—sometimes double-digit hours each week.
For your agency, that means tens of hours you can’t spend on strategy, optimization, or growing your business.
Call tracking can help since it gives you some data you need to qualify a lead. But it certainly doesn’t speed up the process.
Many call tracking solutions now have features that make qualifying and valuing phone call leads much easier.
For example, conversation intelligence uses machine learning models to spot keywords and automatically qualify leads based on the phrases it picks out from conversations.
This is a great starting point, and an obvious time-saver.
That being said, there’s a lot more that goes into qualifying a lead than data from a single conversation.
You also need to know:
Lead Intelligence, a step up from conversation intelligence, looks at all those factors and more. You can still use it to spot keywords from a call. But you can also automatically qualify, score, and value leads based on 70+ different data points (not just a single conversation).
You can even tell Lead Intelligence to action leads based on your criteria. So if you wanted to send only qualified leads valued at $5,000+ to your client’s CRM or your ads platform, Lead Intelligence could do that for you.
The marketing industry is notorious for having tons of different software solutions.
From a paltry 150 tools in 2011, marketing technology is now composed of over 11,000 marketing tools in 2023.
Plus, nearly 1 in 3 marketers report that they use 11-20 marketing tools on a daily basis.
Call tracking for agencies can collect plenty of valuable data on your or your client’s leads. But the usefulness of that data depends on how well the software connects with your other tools.
Marketing software must integrate with the tools its ideal users use most.
For example, WhatConverts is built for PPC marketers who generate phone call leads mainly from Google Ads. As a result, we’ve made an incredibly robust Google Ads integration that lets marketers do things other martech tools can’t.
WhatConverts also integrates with 1,000+ other tools and software.
In the end, what matters is that the tools you use (whatever they might be) work together to help you accomplish your goals.
Last but not least, agency call tracking alone cannot create the kind of insightful reporting you (and your clients) are looking for.
Many times, standard call tracking reporting:
As a result, even if you are generating great results, the built-in reporting for agency call tracking doesn’t do a good job of making your value clear.
To get the most value possible from your reporting, you need software that lets you:
Call tracking for marketing agencies is a necessity. It solves some very real problems. And without it, it’s nearly impossible for marketing agencies generating phone leads to optimize and grow.
But call tracking is only one piece of the puzzle.
You also need tools that let you:
And if you can find a solution that does all that and provides call tracking in a single platform (like WhatConverts), then you’re well on your way to proving and growing your marketing ROI.
Alex Thompson is a professional copywriter and content writer with a passion for turning complex ideas into digestible, educational content that keeps readers engaged. He specializes in content marketing, SEO, and B2B marketing.
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