Campaign Attribution

Similar to Google Analytics, the campaign attribution feature allows users to associate phone numbers to marketing campaigns, making it possible to track, analyze, and make business decisions based on the resulting data. When a lead is directed to your website from a specific source, the data is stored in his or her cookies and the same contact number will display for subsequent visits unless cookies are cleared beforehand. 

 

*It is important to note that when using campaign attribution, all the linked numbers will fall under the "tracking numbers" category instead of the "numbers" category within the user interface.

 

For online advertising the number displayed on your website must be dynamic. Different phone numbers will be displayed to different audiences, depending on how they landed on your page. 

This is accomplished by including a one line script on your website (much like Google Analytics, or the Facebook Pixel). This script is unique to your company and can be found at the “Integrations” sub-menu, under “Settings”.

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You can also test to make sure the script is operational on your site by entering the web address in the "URL" box and clicking "Test Snippet." 

When a lead visits your website, the script will search for all instances of the hard coded number and replace it with the appropriate campaign number. You can then see which campaigns are working better, by comparing inbound call volume. 

 

Configuring Campaign Attribution

Campaign attributions are configured through the "Tracking Numbers" category from the column on the left of your user interface. 

 

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To activate this feature, click the “New Tracking Number” button on the upper right of this page. 

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From here, you will be given the option to track campaigns or track users. Tracking campaigns will tally the number of users that find your company from a specific campaign (e.g. Google Search or Facebook Add) only. The information can be used to focus on the most successful campaigns. Tracking users will monitor the users actions on your website before and after calling the displayed number. This method includes the functionality of tracking campaigns, but also incorporates an array of information regarding their navigation through your website. The information can be used to focus on the most successful campaigns as well as ways to streamline your online presence.

 

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Track Campaigns:

If you choose to track by campaigns, the following configuration screen will be displayed:

 

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In the upper left box you will then enter the target number (the number you wish to replace on your website). The box on the upper right is a drop-down where you select the campaign strategy you would like to use for your toll-free number.

 

The following modes are available:

Web Search - Lead gets to the site from a searching engine.

Referral From Other Websites - Lead gets to the site from a referrer.

Landing Page On My Domain - Lead gets to the site from a specific URL.

URL Parameter (e.g. utm_source) - URL parameter detected when the page is loaded.

Direct Website Visit - Lead types the URL in the browser's address-bar.

Always Swap - Always replace the fallback phone number with campaign number.

 

When you are finished click "next" and you will be brought to a screen showing the number that will be added to display instead of the target number. Click "configure tracking number" on the bottom right to move on to the Call Routing configuration screen.

This is the most cost effective way to measure marketing campaign success under the Personal and Unlimited plans if you do not require the additional data provided by tracking users.

 

Track Users:

If you choose to track by user, the following configuration screen will be displayed:

 

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As with the campaign tracking, you will need to enter the target number (the number you wish to replace on your website). You will also need to include the peak hourly website traffic and how many numbers your account will cycle through per visit. 25% of the number you enter for your peak hourly traffic will automatically populate in the numbers to create box. Because the more numbers you include the more reliable the data you will receive, you may want to consider increasing this number. This is because your website will show the next number in line for every new visitor and the user who is viewing a given number when a call is placed to that number is included in the data. Once you are ready, click "next" on the bottom right.

You will then be directed to a page that will display all the numbers that will be added to your account to cycle through. Click the "configure numbers" button on the bottom right of the window to continue. In the next screen your will configure the Call Routing settings for all of these numbers at one time. When you are finished, click "save" and your attribution will be created.

Under this method, you will receive a message in your inbox, including all the related data (how they arrived at your site, the page they are viewing when they call your number, their IP, their location, their operating system, and their browser. 

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In addition, all your communications with that user will continue to be contained in this thread in your inbox.

 

Once a campaign is configured, you can monitor the campaign data through your Call Analytics. You can edit your Campaign attributions through the "Tracking Numbers" category from the column on the left of your user interface, where the process began. User tracking campaigns will show up as the number of toll free numbers included in a particular campaign and editing their settings will update the settings for all of the numbers contained in the respective campaign. 

 

*Only one campaign can be configured for each toll-free number, but there is no limit to the quantity of numbers you can have on your account so there is also no limit to the number of campaigns you can have active. Additional charges may be incurred by adding toll free numbers to your account. For more information, please review our Overview of plans and billing article.