Do you know which ad is your best source of leads and sales? If you can’t attribute sales to their source, you’ll never know if your marketing is working and if your money is being well spent to convert more customers. This is why digital ad tracking matters so much to businesses.
What Are the Benefits of Digital Tracking?
To understand your campaign performance, you need to track specific types of data. What can you learn by tracking your digital campaigns?
- You can see in real-time which ad campaigns are driving the most customer interactions including calls, texts, or chats
- You can see sales conversions from those interactions
- You can see which keywords are higher performing and adjust marketing spend
- You can attribute calls, leads, and sales to specific digital ads to evaluate performance & ROI
Having this performance insight allows you to see which ads are performing well (and which aren’t) so you can focus the budget on the most valuable keywords and lead sources.
How Does Digital Tracking Work?
There are several ways you can track digital marketing campaign performance with Dial800.
First, there is a set of automatic web tags Dial800 collects when you set up DNI (Dynamic Number Insertion). Just by setting up DNI you get information about the source of a call and their activity on your site when someone calls using those phone numbers.
Second, Google, Bing, and social media sites have ValueTrack parameters for their ads that Dial800 can integrate. This can be set up using Advanced DNI tracking, and helps you pull in more information about your campaign performance on those sites.
Finally, you can set up URL parameters to pull in campaign information. These are added to a URL you want to track and allow Dial800 to collect information on the source, medium, content, campaign, and more. Once you place our script on your website the Dial800 program searches for the parameters appended to the URL, matches the URL parameter to a value you set, and adds that information to the call record.
Using Custom URL Parameters
There are five standard URL parameters called UTM parameters that track source, medium, campaign, search term, and content.
But what if you want to track more than just the five standard UTM parameters? What if you want to break them down into specific categories for each campaign such as a back-to-school sales or a coupon code, or differentiate between a banner ad and a footer ad?
This is where you can set up custom URL parameters to pass through any data you need for that campaign. Just set up the parameters in the Ring Pool in Dial800 and your data will be collected so calls and sales are attributed to the right campaign automatically, ready for you to report and analyze.