Call tracking between an ad and organic search involves using unique phone numbers to attribute incoming calls to specific marketing channels. Here's how it typically works:
Assign Unique Phone Numbers
Different phone numbers are assigned to various marketing channels, such as one for ads (PPC campaigns) and another for organic search results.
Integration with Analytics Tools
These unique phone numbers are integrated into analytics tools or call tracking software, which can track and record calls made to each number.
Placement in Ads and Organic Content
The assigned phone numbers are strategically placed in ads and organic content. For example, the ad's phone number is displayed in the ad copy, while the organic phone number might be placed on the website's contact page.
Tracking and Attribution
When a customer calls one of these numbers, the call tracking software records the call and attributes it to the specific marketing channel based on the number dialed.
Analysis and Optimization
Marketers can then analyze the data collected from call tracking to determine which channels are driving the most calls and conversions. This information helps optimize marketing strategies and allocate budgets effectively.
By implementing call tracking between ads and organic search, businesses gain insights into the effectiveness of their marketing efforts across different channels, allowing them to make data-driven decisions to improve performance and ROI.