Case Study: Technology Firm Uses Phone Tracking to Determine Website ROI

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Dynamic Phone Tracking Effectively Correlates Inbound Calls to Website Behavior and Marketing Source.

Challenge: Our client wanted to better understand the impact the website

was having with respect to inbound calls to its Call Center. The majority

of the conversions actually occurred at the Call Center versus online. A

better understanding of the source and geographic location of call center

conversions stemming from their website would help to maximize the ROI

from their web initiatives. How can this be achieved?


Business Solution: Effective phone tracking needed to be installed to

identify both the location that the user was calling from and the source that

led the user to the website. This required displaying a unique phone

number to cover each of the many combinations of location and source.

With four different office locations (East, West, Midwest, and North)

combined with five different potential user sources (organic, PPC

campaign 1, PPC Campaign 2, PPC Campaign 3, and all other traffic), a total

of twenty unique scenarios needed to be setup and managed.

Each scenario utilizes a unique number obtained from the phone tracking

company. When each of these numbers is called, the company logs a

phone call to that number and reroutes that call to the client’s primary

phone number. Using JavaScript code, these numbers are dynamically

inserted into the web page in a specific area such that each user sees a

number that represents the region and source. For example, when a user

arrives at the site via an organic search and calls the North office,

information associated with that specific combination is updated in

Google Analytics accordingly. Hence, phone traffic can be easily analyzed

alongside web traffic thanks to the integration of phone tracking with

Google Analytics.

Unfortunately, the out-of-the-box code offered by the phone tracking

company could only account for locations or for source, but not both.

Beacon worked with the vendor’s developers to create customizable

JavaScript code that could handle multiple variables and display dynamic

numbers to bridge this gap.


Results:  Custom code was implemented and successfully accounted for

twenty different call combinations of user source and locations. Over a

six month span, over 2000 phone calls were logged and attributed as

customer contact goal conversions for the client. In the short term, this

data was used to optimize the company’s PPC budget between the lesser

performing campaigns and the more successful ones. Over a longer span,

the client used this data to help determine the need for physical office

locations in each region.