Social Media Metrics For Dummies

Getting Data on Phone Calls

Everyone wants to get data on phone calls. Try as you might to get folks to fill out a web form, scan a QR Code with their smartphone, or send you an e-mail you can track, some people are just old school. They want to hear a human voice, and they’re going to call you.

Until recently, you had no idea how to measure this metric, but now you can do so in a variety of ways, which I describe in the following sections.

Taking advantage of mobile metrics

You can use your mobile metrics to track phone calls. By putting a clickable phone number into your mobile landing page, your mobile visitors can click it directly to call your locations. This click is trackable in Google Analytics.

You need to give the phone number a bit of code so that Google Analytics can recognize which number is being called (if you have more than one location) or so that you can easily find the metric in your reports. That code is a simple modified href code you’re most likely familiar with from blogging:

<a href=”tel:800-xxx-xxxx” onClick=”_gaq.push([‘_trackEvent’, ‘Phone’, ‘Clicked’, ‘Boston Office’]);”>Call 800-xxx-xxxx</a>

Using Google AdWords and Google Voice

The second method of tracking phone calls involves using Google AdWords and Google Voice. Google introduced the AdWords Call Metrics program to help solve this ROI dilemma for everyone.

How it works is simple. Inside your Google AdWords ad campaign, use the extension that adds your Google Voice phone number to ads as a metric ...