As online marketing efforts become increasingly important and increasingly competitive, the need for reliable, actionable metrics to measure those efforts becomes vital. Not only do purely online interactions with customers need to be tracked (e.g., web forms, chat, shopping cart transactions), but also so do offline interactions that occur via online advertising—especially phone calls.
Mongoose Metrics’ AccuTrack product plugs this “offline interaction” hole by tracking, measuring, and reporting on what phone calls are coming from what advertising source. Although not as robust and deep-diving as our AccuTrack Session, AccuTrack Dynamic 1-1 will allow you to track if a visitor came from a specific source, but with a simpler method of using just one number to be shown per each source you wish to track.
This allows you to track if specific online sources result in “offline” phone calls being made. Allowing you to see what sources result in phone calls at a cheaper cost than regular AccuTrack Session thanks to using less phone numbers. You no longer track down to session-level, keyword-level with a single Mongoose campaign, but if all you require is see how often certain specified sources such as certain PPC Ad Groups or Display Banners are converting to calls, and don’t such granularity, this product will save you money.
This document was written to give an overview of the process of getting a single AccuTrack Dynamic 1-1 campaign up-and-running with Mongoose Metrics—from initially evaluating a site’s readiness for AccuTrack Dynamic 1-1 all the way to final implementation and testing. The detail in this document may make the process appear slightly intimidating, but in reality, the process is fast, simple, and something that we do several times a day here at Mongoose Metrics.
We truly believe that the biggest strength in our company and services are our relationships with our customers—so if at any time you have questions about anything inside of this document, don’t hesitate to get in touch with us with any questions that you might have. Our goal is to make sure you are successful.
The first step of any AccuTrack Dynamic 1-1 installation is a quick look at the candidate website on which you are looking to install call tracking. You’re looking for a few things:
1. Is there a phone number prominently displayed on the website?
2. Is the phone number displayed as text on the site (instead of embedded inside of an image?)
3. Is there one central phone number that the calls you are looking to track are routed to? (Multiple destination numbers will need our more advanced AccuTrack Multi Dynamic 1-1)
If the site meets these three high-level qualifications, the site is likely a good candidate for AccuTrack Dynamic 1-1 installation.
The next step in the process is to figure out what specific sources you would like to track with each single Mongoose tracking AccuTrack 1-1 number. 1-1 meaning one number for one source, you specify what that source this single Mongoose phone number will track calls for. For example if you wish to track say all ten of your Google ad groups, seeing how many calls each helps drive, you would need ten AccuTrack 1-1 numbers and campaigns or each. Want to track how many calls each of your 100 keywords drives calls, you would need 100 AccuTrack 1-1 campaigns and numbers, one for each keyword. Or just want to track how many calls come from your whole website? Then only sign up for single AccuTrack Dynamic 1-1 campaign.
The rule here is one number for one source, you decide what the source is.
The only rule here is that the source must have a URL that you can format or edit. For example for the 10 ad groups you wanted to track, you will need to be able to edit he PPC destination URLs of the ads within each ad group, and same thing with the 100 keyword example, you will need to edit the destination URLs of the PPC ads related to each of those keywords.
What level of granularity you want a single Dynamic 1-1 campaign and number to track is probably one of the more important parts of ensuring it meets your expectations for this service. If you only care how many calls each ad group makes but do not care how many each keyword drives, than only use one campaign/number per ad group.
One campaign tracking one source, or one level of that source. One to one tracking.
Now after having all that is said, you need to decide on some things while setting up an AccuTrack Dynamic 1-1 campaign:
1. What is the level of granularity of the source do you wish to track with this single Dynamic 1-1 campaign and number, in terms of drives phone calls? Do you want to know how many calls your whole website drives? Or know what each separate page drives? Count the number of unique entities at this level of the source you wish to track and you will need that many Dynamic 1-1 campaigns to accomplish this.
2. Would you like toll-free or local numbers? If local, what municipality or city would you like local numbers in? Do you want Dallas or Fort Worth phone numbers for example.
3. What is the destination number for the calls going to this campaign; this is the number that calls made to the Mongoose phone numbers will be routed to?
4. Naming of the campaign(s)? If say tracking all keywords within a single ad group, be sure to label each campaign so you know what keyword of this ad group a single Dynamic 1-1 campaign is tracking so you can easily identify it in your reports. ‘Medical – diet pills’ for example tracks any calls driven by the keyword ‘diet pills’ in the ‘Medical’ ad group.
After deciding all of these factors you can go ahead and click Create New Campaign on the Campaign screen in your Mongoose Metrics account, and then choose AccuTrack 1-1 Campaign.
On this next screen name the campaign, reflecting what exactly this campaign is tracking. And then finally enter the destination number of where calls made to the phone number within this campaign will be routed or sent to. Be sure to enter the destination number as just the ten digits of the phone number, no other characters should be present such as dashes or parentheses.
Then finally click Create AccuTrack 1-1 Campaign. You will then need to provision a tracking phone number to this campaign. How to do that is covered in another document.
By default, AccuTrack Dynamic 1-1 campaign automatically updates all phone numbers that it detects on a webpage to the assigned pool number. There are situations in which more granular control is necessary though, and the Mongoose Metrics dashboard allows you to tweak how number replacement occurs in three ways:
1. Replace all of the phone numbers on a webpage, except certain numbers.
2. Only replace one particular phone number on the webpage.
3. Look for particular HTML <SPAN> tags on the page with an id of “numberassigned”, “numberassigned_1”, “numberassigned_2”, etc. This is for if you do want the Dynamic 1-1 code’s regex (regular expressions) to find and replace the phone on the page, the first two options normal regex.
The number replacement settings can be accessed by clicking on the “Edit” link under the “Replace Settings” column on the “Campaigns” page. Here you can customize the Regex replacement to look for and replace (or not replace) specific phone numbers throughout the site on all pages the person can navigate to.
Below is the code needed to be place on your webpages (this code is attached as a template near the bottom of this article)
Here is the Dynamic 1-1 URL query to be added to the end of a destination URL:
Note that the campaign ID/code you place where it says ENTER_CAMPAIGN_CODE_HERE determines what AccuTrack Dynamic 1-1 campaign this click will be tracked to if the vistor calls the Mongoose number displayed by this Mongoose campaign. Here is an example URL with the Dynamic 1-1 URL query added to the end:
So in that example, all sources whose destination URL with that exact Dynamic 1-1 URL query at the end, will have all calls driven by them tracked through that Dynamic 1-1 campaign. Any destination URL of any Google AdWords ad for example, will be tracked through that single Mongoose campaign with a campaign ID of 22dc286bc21b6b0e0607defb65852996.
Basically this will require you to have an AccuTrack 1-1 campaign created that you will have designated as the Organic campaign for your site. It will need to have a number already provisioned to it and you will need to make sure the number in this Organic 1-1 campaign is what is placed within the two single quotes for the organic_number variable as displayed above. This number will act then as a “catch-all” for all Organic traffic that hits the page and site.
Please note for Organic clicks, the campaign code on the page, the campaign ID that is assigned to the var mm_c variable will designate the Replace Settings used for the page. Thus if you are utilizing Organic tracking for Dynamic 1-1 that this campaign ID/code be the ID of the Organic AccuTrack 1-1 campaign.
You may have realized that because there is only one number that this type of tracking will not give you any more insight into your Organic traffic besides that you will know it was a call driven by Organic traffic. It will not be able to tell you if it was from Google or Bing, or what keyword drove them via Organic.
For more detailed, deep diving tracking of Organic traffic, you will need to utilize AccuTrack Session.
After that, you will begin to receive tracking data for your incoming phone calls sourced on your website.