ACCUTRACK SESSION DIRECTORIES
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. Session Directories performs the same duties as regular AccuTrack Session Directories except that Directories has the ability to track multiple unique numbers on a single page or site at the same time, where regular Session can only do one.
This data doesn’t just measure the effectiveness of your online campaigns—it also gives great insights into how to optimize those campaigns for better results. Knowing the PPC keywords that you are bidding on that result in phone calls (or not) helps an advertiser focus their bidding on the keywords that convert. Knowing the organic keywords that drive phone calls can change the focus of SEO efforts for the better.
This document was written to give an overview of the process of getting a single AccuTrack Session campaign up-and-running with Mongoose Metrics—from initially evaluating a site’s readiness for AccuTrack Session 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 your Sales Rep with any questions that you might have. Our goal is to make sure you are successful.
The first step of any AccuTrack Session Directories 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 multiple phone numbers prominently displayed on the website, such as having seven unique locations on one page? If there is only one number you wish to track throughout the site (such as a Sales line) then perhaps regular Session is for you, as Directories costs more due to needing more numbers.
2. Are the phone number(s) displayed as text on the site (instead of embedded inside of an image?)
If the site meets these two high-level qualifications, the site is likely a good candidate for AccuTrack Session Directories installation.
Figure 1 - Example of an AccuTrack Session-ready website
ACCUTRACK SESSION NUMBER POOLS
We are commonly asked why a pool of phone numbers is necessary and how we determine the correct size of that number pool.
To get down to the keyword level, each user who arrives on the website from a tracked traffic source is assigned their own, unique phone number from the reserved pool of numbers. This phone number is then “linked” to that user’s web session, and all of the information that we want is stored in Mongoose Metrics’ servers: the phone number assigned, the keyword and source of the user’s visit, the user’s IP address, etc. We even drop a cookie to the user’s browser so we can identify them if they leave the site and come back.
When the user dials that number, the Mongoose Metrics system automatically routes them to that website’s main destination number (usually their sales number)—but it also then is able to loop back to the session information it stored in the past—marking it as a phone conversion.
These pool numbers have two major factors that make them extremely reliable and accurate:
1. Each phone number is associated to that user for 12 hours – increasingly the likelihood that when they call we will still associate their tracking number to them (instead of somebody else.)
2. Each phone number in a pool is permanently reserved to that campaign. This means that if somebody writes down the number and calls it three months later, they will still be connected to that business.
So, given the fact that individual numbers are assigned to users for 12 hours, we have found that the maximum number of visitors over a peak period of time on a website is roughly equal to one-fiftieth of their monthly volume—hence our requirement to reserve one pool phone number for every fifty tracked visitors per month.
REGULAR ACCUTRACK SESSION vs. SESSION DIRECTORIES
At this point in the document I would like to now inform you of the big difference between regular Session and Session Directories. The main important aspect here is that Directories will do multiple unique number replacements on a page/site where a regular Session campaign setup will only do one.
So for example there is a page or perhaps throughout the site there are seven different physical locations for your company or your client’s company, each needing to have its own unique Mongoose Metrics tracking number display for it so as to track each location separately and also ensure calls are routed to each physical location separately as well.
Regular Session is only capable of doing one unique number replacement per visitor, thus each of the seven locations would all show the same exact Mongoose number for each location. Thus causing calls for all locations to be tracked together as one instead of separately. Also since there is only one Session campaign involved, there is only one destination number to route calls to, thus preventing the easy routing of calls to each of its respective locations.
A Session Directories setup though, with one Session campaign for each location, will allow each location to display its own unique Mongoose tracking number, and thus route calls to each of the respective location. Please note that each Session campaign in the Directories setup can only track one number on the page/site for a Directories setup.
Lastly then, for Directories, unlike regular Session, there will be a “linking” Session Directories Main campaign which serves as the umbrella or linking campaign or all other Session campaigns to utilize in this setup. So for the above example you will have a total of 8 Session campaign in the setup, 7 for each of the 7 locations you wish to track, and one “linking” Session Directories Main campaign. All 8 Session campaigns are one Session Directories setup.
After you have decided on the appropriate amount of pool phone numbers, you should contact your Mongoose Metrics account representative to create the new AccuTrack Session campaigns for your Session Directories setup for this site/client. In your request, include the following information:
1. What is the URL of the website that this campaign is for?
2. Would you like toll-free or local numbers? If local, what municipality would you like numbers in?
3. What are all of the numbers currently on your site that you wish to track? You will need one AccuTrack Session campaign for each one. Also is the number on the page currently for each, the number you want calls routed to?
4. Are you going to be tracking pay-per-call keywords, organic keywords, or both?
Your Mongoose Metrics account representative will review this information along with your current account information and deliver a final monthly cost and one-time setup charge. They will help you figure out how many Session campaigns/numbers will be needed for your Session Directories setup.
Unlike regular AccuTrack Session which utilizes the Replace Settings feature on the dashboard to tell that Session campaign what number(s) on the page to replace with one Mongoose tracking number. A Session Directories setup will utilize the destination number of each Session campaign in the setup as the number on the page/site each campaign will look for to replace, each with its own unique Mongoose number.
Back up to page 3 of this document and look at the screenshot of the Mongoose Metrics site, if the goal is to track calls made to the Support AND the Sales line, each separately, and thus ensure calls for each are routed to their respective departments, the setup will require to set the destination number of each respective campaign as that number on the page. So the Session campaign created to track Support will have a destination number of 877310606 and the one created to track for Sales will be 8774731008. So ensure that each campaign has its destination number, set as the number each respective campaign is to replace on the site/page for this Directories setup. Because of this, each Session campaign in a Directories setup, can only track one number/location on a page/site.
Please note that the destination number is also the number where calls for each of the campaigns will be routed to when the Mongoose tracking number is called. If the number that appears on the page is different than the one where you want each location/campaign’s calls routed to, please let your Mongoose Metrics Customer Service rep knows this. This can then be setup in the Mongoose Metrics backend.
Once that is set there will then need to be a set of span tags placed around all numbers throughout the site which will be tracked in this setup, here they are:
They will all have a class attribute value of “mm-phone-number”, so do not make any changes to the class attribute. So for example, for the Sales line in the page 3 screenshot, it will look like this in the HTML:
That needs to be done on all numbers that are to be tracked through this Session Directories setup. Please note if the number on the page, changes from the one that is set as the destination number (or had set in the backend), or vice versa, the number replacement for all numbers on the page will break. So ensure that both, for each Session campaign in this setup, are changed at the same time together.
Figure 2 - Finding the Setup Instructions Link
After the code has been copied, be sure to update the ‘ENTER_DEFAULT_NUMBER_HERE’ string in the code to blank as Session Directories does not use this line of code unlike regular Session, like this:
var default_number = ‘’;
An special line of code then needs to be added to enable Session Directories for this code:
That line goes under or below the var default_number=’’; line of code. Below is an example of the HTML:
Here is how it appears in a browser:
Figure 5 – Example of numbers to be replaced by Session Directories
Here is the same page after number replacement, note how each number is replaced with its own unique tracking phone number:
Figure 6 – After the Session Directories setup replaces the numbers
To identify and record information about user sessions coming from pay per click advertisements, such as Google AdWords or Microsoft AdCenter, a query string needs to be appended to the destination URL that each advertisement links to. To find the query string text that needs to be added, please navigate to the same “Setup Instructions” page as above, from the Session Directories Main campaign, and look for some text in red:
Figure 6 - Finding the Query String in the Setup Instructions
That text should be added to the end of the destination URLs for any pay-per-click ad that needs to be tracked by Mongoose Metrics. Please note that the very end of the red text contains “XXXX”. For each individual campaign that the destination URL is updated for, feel free to replace this with a short alphanumeric string that identifies the campaign.
After that, you will begin to receive tracking data for your incoming phone calls sourced on your website. Further documents explain more about what to do with this data to both optimize your PPC campaign and maximize the value you are getting from AccuTrack Session.