Paid call tracking solutions such as Infinity Cloud or Response Tap allow us to go beyond traditional forms of online only conversion tracking and have a fuller overview fo the client’s conversion funnel to include often valuable calls. They are particularly beneficial for the clients that heavily receive contact from the client and receive a good percentage of phone calls.

A key consideration, is the deep integration with data collection and tracking platforms – GA or AdWords. The main selling point and biggest USP for this solution is the fact that it allows us to track the calls that are made by users even from landline phones or mobiles that didn’t take part in search (?)  – cross device tracking. Currently,  Google’s only solution of this kind of offline conversion tracking is based largely on estimates and data analysis. Dynamic call tracking allows accurate tracking of the leads and also tracking the conversions back to their actual source.

Example call data recorded

In practice, each call that’s placed can be tracked back to the point where client had a first contact with the brand. It could have been a standard Google search, paid ad or banner or a combination. This gives us a better insight in the most relevant conversion and traffic drivers for the business. Instead of relying on estimates, we can now trace the source of clients who call us and what they search for.

Understanding the Search Terms Used

Thanks to advanced data collection features of call tracking platforms, we are able to determine the exact keyword or phrase by which user found the business or service. Integrating the learnings with paid search strategy, allows the campaign manager to better place budgets towards keywords that are most effective and drive conversion.

Keyword clicks example

Call tracking platforms provide the business with truly powerful data that strongly compliments Google Analytics. It’s possible to divide the traffic by channel and conversion with the main focus on calls. Businesses that rely primarily on call conversions could even use the platforms as a standalone tool.  Often call tracking platforms record phone calls that come through the system.  This means that recordings can easily be replayed for sales and customer care training.

Another big USP is creation of the separate number pools for the specific purpose such as email campaign. This is just another addition to the conversion optimisation of the internet marketing campaign.

Overall, paid tracking solution offers a wide range of data tracking options and is a strong addition to the conversion optimisation arsenal for any business. It will provide the agency with another tool and valuable insights in order to build the strategy and optimise rules for the website or campaigns with a focus on conversion.


The process of implementation on the website is usually fairly simple requiring the addition of a  tracking code to the header of the website. In addition, phone numbers on the website are replaced with a snippet of code that will dynamically display the number depending on the visitor. Presently, these platforms will allow integrating more than one phone number on the website.