Pros and Cons Of Call Tracking On Your Mobile

If you’ve ever considered upping the ante for your business efforts, you’ve most likely considered leveraging on mobile in order for your company to grow.

However, did you know that using call tracking alongside a push towards mobile engagement may actually be a good move for your company?

Pros and Cons Of Call Tracking

If you’ve ever wondered how call tracking can impact your push towards mobile, then this article is for you. Below are some pros and cons of call tracking on your mobile.

Perhaps a lot of companies have begun relying on call tracking to learn more about their prospects and their customers.

Given how it takes an average of eight (8) attempts of cold calling to reach prospects, and with 92-percent of all customer interactions happening over the phone, calls have a huge impact on how sales work - and using call tracking to analyze these calls can give you a competitive edge in terms of building better campaigns for your brands. Here are other pros and cons of call tracking you might want to consider:

The Pros: Call Tracking Puts Your Numbers To Perspective

Call tracking is primarily done by assigning specific phone numbers to your specific marketing channels, enabling you to effectively determine which channels are being used by leads by tracking which number has the most calls. This can be used to your advantage:

  • Call tracking puts your numbers to perspective, as it adds another layer to the entire sales process. 92-percent of customer interactions happen through the phone, but it’s not exactly the most documented in the sales process. Call tracking services such as Fone Dynamics give you the opportunity to track exactly what’s happening in this area of the sales process.
  • Call tracking allows you to gauge the efficiency of your customer service and customer satisfaction opportunities, as recording call features allow you to effectively assess the performance of employees and your company in general towards attracting leads and converting them into customers. 
  • Call tracking also allows you to effectively assess the efficiency of your marketing channels and make adequate adjustments that are based on actual statistics. The real-time nature of call tracking allow you to also do this at a moment’s notice, which is a much-needed boost in time in this flexible and rather highly-competitive digital market. 

Call Tracking Puts You At Risk When Used Incorrectly

The Cons: Call Tracking Puts You At Risk When Used Incorrectly

It’s important to remember that call tracking is still essentially a tool that’s supposedly used alongside other analytics tools in order to provide accurate assessments of calls and the sales process. This doesn’t mean call tracking doesn’t have any disadvantages, however:

  • Google’s local search engine optimization (SEO) hugely depends on what is called citations, which are key indicators of your organic search rankings. Basically, these are mentions of business information such as business names, addresses, and numbers anywhere on the internet. The same way keywords are gauged based on consistency and relevance, so too are citations.
  • This means if you’re using a lot of phone numbers for your campaigns, you’re likely diluting the efficacy of your marketing’s “attractive” nature to search engines, which can harm your ranking in search engines in general.
  • Another disadvantage of relying on call tracking is the possibility using call tracking alongside systems that are incompatible with it. This can be a waste of money and time on your end, which can instead be used on focusing on improving other aspects of business.  

The Bottomline: The Potential Of Mobile Call Tracking

Call tracking for mobile phones can provide quite the opportunity for exponential growth in your company, provided you use this tool wisely.

Like any other tools, call tracking can’t bring in profits by itself. Rather, you need to assess the pros and cons call tracking will be able to bring to the table and make a decision as to whether or not you think call tracking can be integrated into your work processes.

Regardless, call tracking as a resource has a lot of potential to give you the edge you need when it comes to understanding your markets because of its ability to track call data and other forms of information from callers.

This article is contributed by John Taylor. He is a long-time professional with over two decades of experience in analytics and communications technology. He works as the Senior Data Analyst at Fone Dynamics, a leader in call tracking, voice, and SMS communication. When John steps out of the office, he loves to spend time with his family and bike riding.

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