With every website and business tool capable of creating reports, it’s easy to get a lot of data – but how much of it is actually useful? What businesses really need are targeted reports that show their relevant data and tie everything together from the moment a potential customer sees your digital ad to the time they purchase.
Unfortunately, many businesses don’t have this type of digital marketing attribution reporting.
According to HubSpot’s 2020 State of Marketing report, 30% of the companies they surveyed are not using attribution reporting and another 20% aren’t sure.
That is a huge percentage of companies who lack this important data!
Why Does Tracking & Reporting Matter?
Before you can start analyzing attribution data, though, you need to understand what it is and how you use it.
By setting up digital ad tracking information on your website and through programs like Dial800, you can track a customer’s actions on your site and their interactions with your company. Attribution reporting helps tie those actions to the specific campaigns – did this customer call because of a specific online ad they saw? Did they fill out a form on the contact page to learn more?
Instead of just seeing pure sales numbers with no context, you can see why and how it happened:
- They clicked on an ad you created on Google with a unique call tracking phone number
- They entered your website on the landing page linked with that ad
- If they clicked through to other pages on your website
- And finally, what page they were on when they called your company (using that unique tracking number from the initial ad, which followed them onto your website)?
This helps you see which ads and targeted keywords are working, what steps customers take before calling, and then once they call you get all their call data too (caller demographics, call duration, keywords spoken, sales resulting from the call, and more). And you can attribute it all to the correct digital ad campaign!
With this knowledge you can evaluate ad spend, adjust bids on keywords, focus on higher-performing pages, and more. This valuable attribution and call tracking data allows you to make informed, data-driven decisions.
How Can You Get Attribution Reporting?
Dial800 is more than memorable toll-free phone numbers. We offer powerful tracking and reporting with CallView360®, customizable call routing with AccuRoute®, and data integrations with all your programs.
Don’t be part of the 50% of businesses leaving this valuable data unanalyzed. Contact our experts today to see how we can help.
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