Features of call-tracking

Using call tracking, you should consider its type:

1. Online or Dynamic Tracker — more than one number is used for one source. That is, each client will have their own number, thus providing accurate information on the visit sections and elements of the site.

   Advantages of the dynamic system:

   • The ability to quickly and accurately determine the effectiveness of the advertising campaign and its individual elements
   • More data about the target audience and the work of call center operators
   • Full integration with advertising services. For example, Yandex dynamic call tracking allows tracking each incoming search query.

2. Disadvantages of the dynamic system:

   • More expensive than static;
   • Requires detailed setup%
   • Uses a large number of phone numbers.

3. Offline or Static Tracker — only one phone number is used for one source. This is general information about the source's visit. For example, everyone who calls the number 666 - these are visitors from Yandex, and the number 999 - visitors from Google.

   Advantages of the static:

   • Low cost
   • Fewer virtual numbers used

4. Disadvantages of the static:

   • Inability to track the effectiveness of each ad individually
   • Inability to reconfigure the system during operation
   • Difficulty in identifying the keyword or advertising method that prompted the client to make a phone call

5. Each of these types has its own application features, so it is necessary to know in which situations they are best applied.

In call tracking, special parameters in the URL — UTM tags — are used. Collecting statistics, they allow call tracking to know which of your advertising campaigns are bringing visitors to your site.

Available UTM tags:

• utm_term — this is the keyword from which the ad display starts, it can be used to determine which of the search queries are non-targeted;
• utm_medium — the type of advertising (contextual, targeted, etc.) or other traffic source (mailing list, search);
• utm_source — indicates the name of the advertising platform or other traffic source, for example, yandex, vk, etc.;
• utm_content — an identifier of any element of the ad that the user clicked on before visiting the site (for example, banner, link, etc.), its name can be set arbitrarily;
• utm_campaign — the name of a separate advertising campaign, which is set arbitrarily in English letters.

See also:

Call-tracking