Call Tracking -Best Alternative of Last-Click Attribution

by Angelica Kenova BrainCube Services Pvt Ltd

Last-click attribution is what considered as the most powerful tool for the businesses in previous days. It is a web analytics model in which last click is provided to credit for the sale of a product, brand search ads or a conversion. Basically, it is a combination of rules that facilitate user to find out how credit for sales and conversions are given to points of contact (differs from social media, email, search engine optimization and pay per click) or channels in the way of conversion.

Basically, it is a single channel attribution model used by the marketers having no in-depth knowledge or useful web analytics tool for detailed analysis. Many marketers use this as the best tool for marketing success. It is the most appropriate tool for sales which are desirably purchasing without a thought point.  

Last-click attribution definition in layman language

In the words of layman people, last-click attribution can be defined as an ideal model used to track the place a user has come from. For example- if an online user visits your website multiple times and purchase any product, you need an analytical system that provides the information on from where the consumer has come from i.e. from natural search keyword, newspaper advertisement or others. But sometime it happens that visitor comes on website many times before buying. At that time, website owner require to select whether to credit for a sale to go with first click or last click. And most of the marketers go with last click analysis option.

Problems with last-click attribution

According to the studies, it is found that more than 95% of the sale and conversion come from the branded keyword traffic that brings them to website. Hence, to completely value the marketing investments and efforts, it is important to go beyond this attribution which is becoming the most challenging phase for marketers.

Before making a call and purchasing the product, a consumer might interact with several channels such as newspaper advertisement, social media post, news, Google search, TV ads, and more. Just focusing on the last touch points do not provide you with the complete path of a consumer’s purchasing but only their last point.

Drawbacks of last-click attribution

Digital marketing world is becoming extremely challenging with strong competition and timely updates. Gaining the deeper and accurate understanding of customer behavior is highly necessary to get more conversions and make confident business decisions. And it is not possible with last-click attribution. There are several problems with this attribution that makes marketers to find other alternative. Some of them are as follows:

·         Look at the marketing efforts with one eye close. An online user go through complete web path searching the relevant information, asking friends on social media, analyzing reviews, apps, and testimonials. All these important things get missed with last-click attribution.

·         Determining the role of additional supporting members for the final conversion is not possible.

·         Leave the marketers at the end in competition as data-savvy marketing is the main rule of internet world.  

Skilled and popular marketer understands the importance of having a detailed and meticulous knowledge of a customer. They’re looking for the tool or system that can assist them effectively by providing thorough understanding and eliminating the limitations of last-click attribution.  

Call tracking- a choice of marketers

Call tracking service is what becoming the choice of numbers of marketers to break the wall of last-minute attribution problems. It analyzes the phone calls according to how user accesses the contact number and what makes them to turn into potential buyer.

Might be you’re considering it as a service to track calls but actually it is more than it. You can get the comprehensive insight of consumer journey right from picking up the call to the detailed information from call itself.

Improve the marketing budget

It is a great tool that can be used successfully to improve the marketing resources and investment by analyzing what is converting the consumer into potential user and which efforts are not working fruitfully. With effective and timely call tracking, it is easier to understand which marketing strategy and channel is actually leading to the conversions.

Shed light into consumer relationship

Use of the call tracking helps to clarify each consumer relationship by keyword and dynamic phone number tracking.

Ø  Keyword tracking

A keyword tracking process gives information about the terms, words or phrases used by callers to search the contact related information. When a user comes on a site, they get the contact number related with web page they searched and keywords used for searching the information. When call is received, customer service representative determine what terms specific consumer used and from where they reach on the site before the conversion.

Ø  Dynamic contact number tracking

This way of tracking uses several forwarding numbers for every web platform the business can be reached. Number given on social media channels would vary from that mentioned on paid search ads on search engine. With this tracking service, digital marketers can identify the exact point where a user finds that information.

Look at the whole consumer journey

Call tracking provides the understanding of customer’s relationship with business and the complete journey they go before the purchasing. This process provides the information on how consumers interact with brand; make the beginning calls, and analyzing their calls also.

Call tracking technology transcribe the recorded phone calls and organize the useful understanding. Marketers can analyze what common problem customers have and also determine the success rate of campaign with the customer feedback evaluation.

Conclusion

Call tracking is the must-have service for most of the marketers these days to better understand the consumer’s behavior, boost the conversions, and ROI. Many call tracking technologies are available to solve the last-click attribution and improve the marketing budget. You can find SEO Company Delhi which is providing this service to maximize the result quality and enhance the client’s profitability.

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Created on Dec 31st 1969 18:00. Viewed 0 times.

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