Call Tracking for Local Businesses: How to Set It Up and Why You Should

When it comes to local businesses, call tracking might seem like just another expense. But let me tell you, it’s not just an extra cost—it's a necessity. A question I often hear is, “Do we really need call tracking?” The answer is a resounding yes, and here’s why.\

Why Local Businesses Need Call Tracking

1. Google Business Profile Insights Only Track Mobile Calls

If you’re solely relying on Google Business Profile (GBP) Insights for call tracking, you’re missing out. GBP only tracks calls made from mobile devices, which means you’re not getting a complete picture of your call volume. If a potential customer searches your business on their computer and then calls, that call won’t show up in your data.

Imagine this: you’re comparing GBP Insights data with call tracking metrics for the same month. You discover a whopping 54 additional calls that GBP didn’t capture. That’s the kind of insight you can’t afford to miss.

2. You Can Record Calls

Let’s be honest—listening to calls can be a bit tedious. However, it’s also where you can unearth golden nuggets of information. In one case, we discovered that a virtual assistant for a law firm couldn’t confidently answer a simple question about practice areas. As a result, potential clients were choosing competitors. By identifying this issue through call tracking, the firm was able to retrain their staff and improve their conversion rates.

"Understanding what your customers are asking can reveal more than just data; it can show you where you need to improve."

3. You Can Label Calls to Assess Quality

Another benefit of call tracking is the ability to label calls. This process allows you to categorize calls, providing deeper insights into their quality. By creating a call label legend—think ‘new customer,’ ‘wrong number,’ or ‘voicemail’—you can analyze trends over time and make informed decisions about your sales strategies.

For instance, if 30% of your calls are going to voicemail, that’s crucial information you need to address. You can’t improve what you don’t measure, and call tracking gives you the metrics you need.

How We Set Up Call Tracking at GMB Fox

At GMB Fox, we typically recommend tools like Call Tracking Metrics or CallRail for our clients. While both have their nuances, they serve the same purpose: giving you detailed insights into your call performance.

Here’s a streamlined process we follow for setting up call tracking:

1. Client Setup: We instruct our clients to create their own call tracking account to maintain control over the data.

2. Number Acquisition: Depending on your marketing efforts (SEO, PPC), we help you purchase the right number of tracking numbers. This ensures that calls are accurately attributed to their source.

3. Integration: If you’re using WordPress, we guide clients through the setup of the call tracking plugin to seamlessly integrate tracking with their site.

4. Goal Setup in Google Analytics: Setting up a goal in Google Analytics is essential for tracking calls as conversions.

5. Reporting: Finally, we generate monthly reports detailing call volume, sources, and call quality, helping our clients understand their performance and where to focus their efforts.

Now that you have call tracking in place, you’ll gain insights like:

• Total number of calls received

• Call sources (GBP, organic, ads)

• Quality of calls

• Areas for improvement

Visualizing this data in graphs helps identify trends, so you can make proactive adjustments to your strategy.

Conclusion

In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.