How Receptional Used Call Tracking to Reduce a Client’s CPC by 72%

Could call tracking help you?       Call us tracking number 1

At Receptional we regularly come across new clients who are not using call tracking.  Usually this is because they are unaware of its existence or fail to see how its implementation could help their business. This case study outlines the benefits of call tracking to help you decide whether it’s right for you. We also share a recent call tracking success story.

What is call tracking?

Call tracking allows us to bridge the gap between the online and offline worlds. It allows us to see how users get to a website, what interactions they have with the site, and the details of any calls they make. It is often possible to record each call and rate the quality of the enquiry.

How is it implemented?

To start call tracking you’ll need to place a small snippet of JavaScript code across your website. This code replaces your site’s existing phone number with a dynamic number that is unique to each and every site visitor. The number redirects to your business but in doing so allows us to record a number of useful details. Adding the code isn’t difficult. I’s a five-minute job for an experienced developer.

What gets recorded?

Your call tracking analytics can show you:

[list_wrap] [list_item]The source of the call ie. PPC, organic, radio, direct mail etc[/list_item] [list_item]Keyword level data relating to each call[/list_item] [list_item]The page(s) they viewed on your site[/list_item] [list_item]When they made the call, whether it was answered and how long it lasted[/list_item] [list_item]The location they called from and the caller’s phone number[/list_item] [list_item]What the user did on your website directly after the call[/list_item] [/list_wrap]

All of this information is collated into easily viewable reports that can be integrated into Google Analytics to help you gain a deeper insight into where and how your receiving your leads.

Do you need call tracking?

Whether a sale is generated over the phone or through your website, it is always welcome. Both actions contribute to your profitability. So we want to measure the return on investment (ROI) that each type of enquiry brings.

Unless you fall into the small bracket of websites that conduct all of their transactions online, then we would recommend the implementation of call tracking. Even if only a minority of your sales come via the phone, call tracking can still be a valuable tool when assessing your marketing activity.

The benefits

There are a number of benefits associated with call tracking but most importantly, it gives insight into the ROI you are getting from each of your marketing campaigns. The example below highlights the importance of call tracking; in this example it would be easy to assume that ‘E-mail marketing’ was driving the most leads without call tracking data.

However, when we add call tracking data to the table, it becomes clear that these assumptions are wrong. In fact, distributing more budget to PPC would be more cost effective:

Without call tracking


With call tracking


Online leads


Online leads

Phone calls




















If you are relying solely on online conversions as your measure of success, you may find yourself spending your marketing budget ineffectively.

Some more benefits of call tracking:

[list_wrap] [list_item]It’s cost effective: With most of the call tracking tools available today you will be charged a small monthly fee for the service and a cost of a few pennies for each call you receive.[/list_item] [list_item]It’s granular: You have the ability to drill down to keyword level to see exactly what terms are driving your phone calls as well as which locations are hotspots.[/list_item] [list_item]You get better customer insight: See in detail exactly what your customers are doing on your website before they make a call and where they go afterwards.[/list_item] [list_item]You can track offline marketing activity: It is possible to assign a static trackable number to specific (offline) campaigns for example a radio or direct mailing campaign.[/list_item][/list_wrap]

Additional features

Aside from the standard data you would expect from call tracking – such as, call volumes, the source of calls, and their duration – there are a number of additional features you could use. Some of our favourites include:

[list_wrap] [list_item]Call recording: Allows you to record every call, so you can listen back over the conversation to check for quality control or research purposes.[/list_item] [list_item]Call whispering:Allows you to record a message that will be played to your call operator before they answer each call. For example, it could tell the call operator what campaign the call had come from so they could prepare accordingly.[/list_item] [list_item]Missed call tracking: Alerts you with any missed call details so you can follow up.[/list_item] [list_item]Call routing: If you have numerous departments within your organisation, it’s possible to configure settings so that calls from campaign X are routed to department A for example.[/list_item] [list_item]Call evaluation: You can configure a message at the end of your call asking your employee to rate the call quality. Should you make an immediate sale, you can go a step further and input the value of the new business.[/list_item] [list_item]Call queuing: The call queuing feature is an ideal solution for companies receiving high volumes of calls; it places callers in a queue and plays them a pre-recorded message.[/list_item] [/list_wrap]


Simply input your Google Analytics details into the call tracking system and all you have to do to start seeing phone calls within Analytics is set up your sites ‘Goals’. Upon doing this and you’ll be able to view the call volumes that specific keywords, ad groups and paid campaigns are generating as well as other sources such as organic, referral and direct traffic. It is even possible, when using he call evaluation feature, to determine how much revenue was generated from each call.

What software?

To get started with call tracking, you’ll need to talk to a digital agency (such as Receptional), or you can set up the software yourself. We use Mediahawk’s call tracking software and, if you’re not working with an agency, we recommend checking them out.

A call tracking success story

At Receptional we have been using call tracking for over three years. During this time we have helped numerous clients better understand their website and improve the efficiency of their marketing spend. We have also helped clients who had already been using call tracking to get more from the software. One of our success stories is shared below.


One of our clients began using our PPC management services in 2012. They had a large, sophisticated account with numerous campaigns. They had been using call tracking on their website and in their offline marketing activities, such as direct mailings and print adverts.


Receptional was tasked with improving the ROI of the client’s PPC account. Our aim was to increase the volume of enquiries both online and over the phone.


When we took over their account calls accounted for about 80% of their enquiries. Having identified that phone enquiries was their best source of new leads, we wanted to expand their reach to more potential customers. The client’s ads were being shown on mobile devices, yet the huge opportunity of using call extensions with these ads was being missed!

PPC Call Extensions

Call extensions are available to all PPC advertisers that have a phone number. By simply adding a call extension to each campaign, you can show your phone number alongside your ads. This feature works on desktop and tablet devices – but is particularly useful for mobile phone ads. Searchers see a mobile-optimised ‘click to call’ number, as shown below:

Call extension on desktop/tablet:

call extension on tablet desktop

 “Click to call” extension on mobile:

 click to call mobile extension

Potential customers don’t even need to visit your website. They simply ‘click to call’. This feature is particularly useful if your website is not optimised for mobile.

Static Tracking Numbers

There are two types of tracking numbers: dynamic and static. You would use a dynamic tracking number on your website. Each visitor sees a unique number. In contrast, a static number remains the same. It is therefore ideal for offline tracking on billboards, TV, and radio but also in the case of our client, it was a perfect fit for PPC call extensions.

Static numbers are also a perfect fit for online call extensions. Our client operates from a number of locations throughout the UK; this structure was mirrored within their PPC account, with a campaign for each location. In order to track the performance of each campaign we created a separate static number within the call tracking software for each of the client’s locations.  We then added these numbers as call extensions to the appropriate PPC campaign. Any searcher phoning the number would be re-routed to the relevant location – with their call details fully tracked!

What was the result?

Since taking over this PPC account a year ago we have seen extremely positive results:

[list_wrap] [list_item]We have reduced the cost per acquisition (CPA) by 64%[/list_item] [list_item]Cost per call is down 72%[/list_item] [list_item]Static call extensions now account for about 70% of all PPC call enquiries. The majority of these calls would have otherwise been lost![/list_item] [/list_wrap]

The graph below shows the rapid increase in call volume since call extensions were introduced in December 2012:

PPC Calls

We were worked hard improving various features of the campaign. But much of the success can be attributed to the ability to measure the cost of acquiring each new lead. Here’s how costs fell:

Cost per aquisition

Get In Touch

If you’re new to call tracking, or are already using it but want to get more from your campaigns, please get in touch. CALL US on 01525 351 673

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