Marketers Take a Big Risk by Using “Dirty” Call Tracking Numbers

Marketers Take a Big Risk by Using “Dirty” Call Tracking Numbers image iStock 000009385581XSmall 198x300Marketers Take a Big Risk by Using “Dirty” Call Tracking NumbersOne of the main challenges faced by many businesses is tracking responses from various sources of advertising. Whether they are advertising online or offline, the importance of gathering data from those sources—radio ads, television ads, PPC ads, mobile, print, etc.—is critical: whole marketing strategies are constructed based on this data, and it’s essential that the data isn’t skewed.

But many businesses find that their marketing data is being skewed, and it’s because of the tool they used to differentiate between those advertising sources to begin with: their phone numbers.

Good Call Tracking Gone Bad

Like the smart marketers they are, many businesses have chosen to use unique trackable phone numbers on each of their different marketing ads and campaigns. That way, when calls come in from those sources, marketers are easily able to analyze their lead data and are able to decide which of their marketing efforts are most successful. In many cases, they are using 800 numbers for these campaigns, which is a smart move. But when a phone number is “dirty,” it can throw a wrench in the whole strategy, and the best-laid plans are wasted.

A phone number is “dirty” when it’s been used by another business in the recent past. Business A sold car parts and had 800-GO-PHONE at one point but may have gone out of business or changed their number. Business B sells electronics and takes up 800-GO-PHONE a year later. But Business B is getting calls from people who think 800-GO-PHONE still belongs to Business A!

Dirty Call Tracking Numbers Mean Dirty Marketing Data

There are four reasons that dirty phone numbers are bad news for your business:

  1. It wastes your time. Time is money.
  2. If you are in the lead generation industry, and you send bad calls to good clients, that doesn’t look good for your business.
  3. You have no clue what your ROI is. If you’re getting bad calls mixed in with good calls, your data is completely skewed.
  4. If you track calls from paid search keywords, phone calls from dirty numbers could cause you to think certain keywords are driving calls when they’re not. You may decide to spend more money on a particular keyword thinking that it’s the source of your calls, but if these are bad calls, you’re restructuring your campaign and spend based on bad data.

Some call tracking vendors do nothing to clean the numbers they give you. Others “age” their numbers, keeping them out of circulation for 30 days. They assume that most people will have called within 30 days, if they’re going to call at all, so the numbers should be fine. At Ifbyphone, we know that isn’t always true.

The Solution: Our Numbers Are Squeaky Clean

Our process for ensuring clean numbers—and thus clean data—is rigorous. Not only do we age our numbers, but we also examine them. After our phone numbers have aged, we analyze every single call they get to determine if the number is clean. If a number continues to get calls, we get rid of it. Rather than the hands-off method of cleansing a number through aging alone, we age it and verify proactively that it is indeed clean.

Using this process, we reduce the risk of using dirty numbers to next to nothing. Our customers have peace of mind when it comes to their data: with our squeaky clean call tracking numbers, not only can you identify the successes in your marketing campaigns, but you can be sure that the data you have from those campaigns is accurate.

Want to learn more about call tracking and getting credit for the revenue you bring in? Download our free webinar, The Marketer’s Guide to Tracking and Scoring Leads.

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