The call is one of the main sources that should generate the bulk of your company's profit. It is logical to believe that accounting for calls from all possible advertising channels is a necessary procedure for achieving maximum success.

Currently, many call tracking solutions on the market are not comprehensive and do not provide a detailed picture of the analysis of advertising channels. As a result, you give money, but you receive only part of the data, with which it is difficult to predict the advertising budget and the development of the project (company).

For example, we decided to carry out a comparative analysis of the Call Tracking technology from CoMagic and the Yandex Metrica Target Call service.

Call tracking(analysis of call sources) is a special technology that allows, using automatic substitution of the phone number on the site, to analyze the advertising channels from which visitors who make a call come to you.

Target call- the same technology for determining the effectiveness of advertising

The definitions are similar, aren't they? And yet there is one big "but".

As you can see, the clear advantages of the Call Tracking technology in comparison with the Target Call 2.0 in Yandex.Metrica lie in the variety of possibilities.

Why is it important to track targeted calls?

Many studies show that companies in which customers place orders mainly by phone account for 50 to 70%. IN this case traditional web analytics tools that collect statistics on site traffic cannot show the real conversion of advertising channels.

The addition of the Call Tracking service from CoMagic allows us to make the analysis of the effectiveness of advertising sources complete.

CoMagic for you:

• If your business depends on calls (like most companies, by the way), then you can choose a tariff where the technology will be automatically connected.

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In this article, you will learn:

• What is the duration of the target call
• What is the point of connecting a targeted call to the company's website
• What are the target call systems
• How does it work target call from Yandex
• How to set up a targeted Yandex call
• What is the target call of version 2.0 from Yandex

What should be the duration of the target call

How to find out the required duration of a telephone conversation with a client in order for him to buy something for sure? It is the amount of time spent on conversations with customers that is one of the main indicators of the good work of the sales department. After calculating the average time, you can understand how much workload will be on one employee, and plan the size of the staff.

But is it possible to somehow regulate the duration of targeted calls, or should they not respond to a given time? In call tracking, a target call is one that has a certain duration and is made from a unique number.

Let's consider a situation where even a well-adjusted time limit for targeted calls can lead to an unpleasant result, and the lack of information in the organization itself will cause its leaders to come to the wrong conclusions.

For example, one company has two call centers serving customers over a large area. The manager supervising these departments, analyzing the reports, saw that the average time for calls in the first in the last few months was longer by a full minute than in the second, and he instructed the organization's analysts to understand the situation and find out the reason. A couple of days later, they said that the time of the phone request increased due to ten out of fifty employees. Moreover, these ten people showed excellent results in all the norms necessary for work, except for more time for processing calls.

Communication with the guilty operators showed that they all participated in sales training. Their calls were longer precisely because these people, unlike other operators, spent more time on additional actions: persuading customers to purchase a new product or convincing disappointed customers that they should not refuse the company's services. Analysts studied their work, and it turned out that the profit they brought fully offset the cost of the time of their telephone calls.

Moreover, if the reasons for exceeding the call limit were not thoroughly studied, good workers could be fined for this. Such situations can end badly: great people will quit, and the motivation of others will be greatly reduced due to the manager's behavior.

In order to prevent such situations from arising, it is worth using tools that allow you to track and analyze calls. There are several organizations that have established themselves as companies whose service approach is particularly serious: Ringostat, Calltouch, Comagic and Istat24.

Submit your application

It is necessary to control the main indicators in business, because this gives a chance to properly organize the work process. A good analysis of incoming calls to the company will help to monitor and improve the business processes of the organization that are related to the work of the sales department. And in the near future this will allow the company to improve its work with clients and, accordingly, raise profits.

Why connect a target call to the site

Sales funnel development

Working with potential buyers is only part of the managers' specialization aimed at increasing traffic. After all, leads ultimately have to become consumers of the company's goods or services, otherwise the money spent on them will not be justified. A targeted call can tell the manager where to start optimizing the conversion funnel.

• Automatic call routing. It provides the ability to designate rules and regulations for receiving incoming calls, as well as redirect them to managers who are responsible for sales in the company. Routing calls can help you avoid alienating potential customers, because if they end up in a sales or call center, the likelihood of a person becoming a customer of the company increases.
• Call classification. This element can be used to identify good and bad leads. Also, automatic detection will provide data on whether contextual advertising can really contribute to customer calls, which ultimately lead to real purchases, or only pushes a person to dial the organization's number. This information and its proper application will help you modify the system in order to attract good leads.
• Transcript of conversations. Conducting a telephone analysis between a prospect and a sales representative can be a great way to stimulate the closing of a deal, as well as to learn about the needs of buyers.

Integration with third-party systems

Most of the targeted call systems are able to integrate into various third-party services. We are talking, for example, about CRM, advertising systems and web analytics systems. This feature provides advertisers with the most complete information about how advertising works, and can also help optimize campaigns, if necessary. Exist different types integration:

Targeted calls can gather the data that marketers need and provide opportunities to drive the right optimizations at the top and bottom of the funnel. Unambiguous information about the number and quality of calls and the correct attraction of potential buyers improves the results of advertising campaigns in particular and sales in general.

Comparison of Targeted Calling Systems

Various systems of targeted calls help to give the correct assessment of the conversion of contextual advertising, which is aimed at attracting customers to call centers of organizations for the subsequent increase in sales. However, we must not forget that it is not free. Cost, convenience, accuracy of information - these are the parameters we will compare below.

Target call. Yandex.Metrica

The target call can be connected in Yandex.Metrica. This service allows you to get the number binding to the traffic source you have chosen. Moreover, there is no limit on the number of numbers. Counting the number of telephone conversations - that's what setting a target call gives in this service. Yandex offers detailed statistics.

The cost

The cost of one day with targeted calls connected to Yandex is 11 rubles. Since you need to pay for the service a month in advance, the initial costs will be 330 rubles.

Features of the

In Yandex, a specialized counter is inextricably linked with a target call. "Metric" will have to be set if you want to activate the service. This system operates in Moscow, St. Petersburg, Samara, Samara region, Nizhny Novgorod and Novgorod region... If the call is made from abroad, Yandex will not be able to track it, as well as telephone conversations with clients who have found advertisements in others search engines Oh.

Track Calls with Google

There is also a targeted call feature in AdWords. It allows you to track calls for contextual advertising with the extension "Phone numbers". Here you can set the minimum call time, which will help you ignore short calls that are useless for business.

In addition, the service shows detailed statistics on advertising campaigns or user requests. It is possible to track calls by ads, numbers on the site, conversions from other systems. The tool will also help you calculate transitions from mobile version pages.

The cost

This is a free tool.

Features of the

The service is relevant only for campaigns in AdWords. It will be possible to track calls made from more than twenty countries, including Russia, USA, Germany, and so on.

We can conclude that this is a good, besides free, service, but it has its own characteristics.

CallTracking. ru

This service has quite extensive functionality and can seriously analyze data. In addition, it is capable of tracking conversions from both online and offline ads. Targeted calls are divided into groups, and statistics for different channels are shown. This allows you to understand how effective the keys are being used. The service is paid, but it has a free demo version.

The cost

You can connect to the service for free. But then you need to choose a service package based on how many channels you plan to use:

• basic for three channels - 1,500 rubles / month;
• advanced to eight channels - 3990 rubles / month;
• twenty-channel expert - 9990 rubles / month;

Call analytics before keyword included in certain tariff plans.

Features of the

Service technical support the service warns that when counting targeted calls, there may be an error of 10%. If you do not want to renew the use of the tariff, access to personal account and the statistics compiled will remain. Moreover, the information will be stored indefinitely. BUT telephone records- year. After the end of the paid period, customers can use the dedicated phone numbers for another two weeks. The service interacts with a number of CRM systems - Salesforce, BPMonline, amoCRM, SugarCRM, Microsoft Dynamics CRM, Bitrix 24 - and can be integrated into popular analytical systems.

It can be concluded that this service is accurate and has high functionality. In addition, it allows you to choose the appropriate package of services.

Calltouch

This service was one of the first to appear. It has a dynamic system for tracking targeted calls by session. Knows how to analyze calls coming from forty countries and sixty cities. And the technical support service of the system promises that the calculation error will be no more than 7%. And if the condition is not met, they promise to increase the allocated numbers. Quite a good set of functions, the service can be integrated into CRM.

The cost

The service does not have packages broken down by prices, but you can calculate the final cost of all the necessary services using an online calculator. So, if you include targeted calls from mobile and regional numbers, despite the fact that five phones are connected, about five hundred sessions are processed per day, and the duration of the conversation is on average three minutes, then you will need to pay 11,000 rubles per month.

Features of the

There is no function in the account interface self-connection numbers. In order to add them, you need to contact the technical support service. In addition, in the service a large number of settings, and navigate them without outside help not so easy. There is a demo version for testing.

We can conclude that this is a rather expensive service with wide functionality and complex settings.

Comagic

Targeted calls are processed from 37 regions of Russia, including all existing large cities. There is a prepayment for connecting numbers. The cost of the room is 450 rubles, in addition, there is a monthly subscription fee- 250-450 rubles. It is easy to calculate that the first month of using the service will be more expensive than the rest. The promised error in the calculation is about 10%. The service can integrate into third-party CRMs. In order to assess the effectiveness of transitions, you can use analytics and call tracking, and to communicate with potential buyers - a lead generator, online consultant services. You can connect yourself to a virtual automatic telephone exchange using multichannel numbers.

The cost

The service offers three service packages:

• Lite - 1,000 rubles per month;
• Optimum - 3,000 rubles per month;
• Enterprise - 20,000 rubles per month.

You can also use additional services for a fee.

Features of the

The buyer of any of the service packages is placed at the disposal personal manager... The Lite package, in addition to call tracking, provides an integration with CRM. The next in functionality - Optimum - has its own API, integration of targeted calls from Yandex.Direct and Yandex.Metrica, Google AdWords, Google analytics, as well as advertising automation systems.

We can conclude that this is a quite good service of targeted calls. But to work seriously, you will have to purchase at least the Optimum package.

Lptracker.ru

This service has appeared recently. He analyzes advertising channels, knows how to connect to external CRM and enters into the statistics of potential customers when they visit your company's website through the vk.com profile. And in the event that the visitor decided not to call you, you still receive his data in order to add them to the list of clients for cold calls.

The cost

The service offers three service packages:

• Freelancer - 900 rubles per month. It assumes processing up to one hundred clients per day and can only deal with one site.
• Startup - 2,000 rubles per month. In this package, you can connect up to three sites with analysis of up to five hundred people on each.
• "Business" - 3,000 rubles a month. Up to five sites, up to three thousand visitors each.

Features of the

The service has over ten different functions. For example, tracking customer geolocation, virtual numbers etc. There is a CallBack widget that addresses users who decide to leave the site. There is also a function to perform analysis of offline advertising, such as banners on transport.

We can conclude about a set of interesting additional tools in the service.

Let's summarize

Each targeted call service reviewed has its pros and cons. If you need to choose a call tracking system, you need to understand what tasks it will face, and, starting from the available budget, try different options to find a suitable one.

How a target call from Yandex works

If you are not familiar with the global principle of operation of all call tracking systems, then here it is:

1. When a user registers in the call tracking system, a phone number is highlighted.
2. The phone number indicated on the site is replaced with the one that was allocated by the target call system.
3. When a call is made to a spoofed number, it is forwarded to your phone, being recorded in the tracking system.
4. Detailed statistics of calls can be viewed in the analytics system.

This is exactly how the target call to Yandex works. Nothing incredible!

This service may not be available to everyone. In order to use it, you must have certain number codes (495, 498, 499, 800, 812, 831, 846), with which a target call is possible. Yandex.Metrica must also be connected. By city codes, we see that calls can be tracked from Moscow, St. Petersburg, Nizhny Novgorod, Samara, as well as regions. Not for mobile phones, nor for other regions, targeted calls in this service will not work.

To use call tracking from Yandex, you need to pay 330 rubles a month for connecting one number.

How to set up a targeted Yandex call

There shouldn't be any big problems either when connecting or setting up targeted calls. Difficulties can only be while working with the site code. It is worth learning the basics of HTML markup and CSS code.

In order to set up targeted calls in Yandex, you need:

1. Go to the "Target call" tab. This can be done from the Yandex.Metrica pages - the link will be in the top menu.

2. Accept the terms of the license agreement.

3. Press the button "Connect the number" and deposit 330 rubles in the account in order to perform this action for one number. Even pre-setting will not be possible without payment.

4. As soon as payment for the service package arrives, you can start setting up targeted calls.

5. In the section "Internal number" you need to indicate your phone number, which appears on your website. This is where calls will be sent to the Yandex number.

6. Now you need to bind to the counter on your site.

7. In the "Traffic" section, select the incoming traffic channel from where the call tracking will be established.

Yandex.Metrica will begin to record referrals from a specific source and change the number for them. Therefore, users who have switched from other channels will see your phone number.

8. Now you need to configure the replacement parameters. Certain setbacks may await here.

• The element to replace. In this section, you need to specify what specifically needs to be assigned to the block with a phone number: a class (in HTML - class) or an identifier (in HTML - id).
• Element name. The name of the class or block identifier is written here. Moreover, it is necessary that they coincide with those indicated on the Internet page.
• Replacement text. The section describes the developed macros:

• Name the macro that suits you.

9. Click on the "Add number" button.

This is how the Target Call 2.0 call tracking system is being debugged. This is a fairly straightforward procedure.

Checking the work of the target call

To test how the target call system works, you can go to your web page from the source selected during the debugging of the system and see if the number has changed. Previously, such a check could be carried out just by pressing a button, now you have to look for other ways.

It's easier with checking forwarding. You just need to call your number. Please remember that functions can be tested 15 minutes after setup.

How "Target Call 2.0" from "Yandex" works

Currently, Target Call 2.0 is not a Yandex.Direct tool, but a system for tracking calls on the site. It was different before. However, this innovation is not the only one. In the last year alone, the search engine introduced Yandex.Direct retargeting and images for YAN.

Changes to existing features:

• Targeted calls are no longer free. You will have to pay 330 rubles a month for them (for one number).
• There is no limit on the number of rooms. Unnecessary ones can be sent to the archive and new ones purchased.
• In order to connect a new target call, you no longer need a spoofing code.
• Changed conditions after disconnecting numbers. Previously, the number was active for another 30 days after disconnection. This service was provided to customers who entered it into their phone books. And now the number stops working almost immediately after disconnection.

New functionality of "Target Call 2.0":

• No limitation of traffic tracking sources. Previously, I had to be content with Yandex.Direct.
• The friendliness of the interface and the user help block has increased.
• The appearance of reports has changed. Now they have become detailed in a tree structure right down to the keyword itself.
• Customer representatives can now set up and pay for a targeted call.

Remained unchanged:

• It is still possible to connect numbers only from certain regions, with codes 495, 498, 499, 800, 812, 831 and 846.
• Waiting time and music at the moment when the call is transferred to your phone.

To make the transition to the updated version as calm as possible, Yandex.Metrica sent out letters to users of the Target Call service, in which the new working conditions were described in detail. In addition, the messages included a promotional code for 30 days, which gave free work of one number for a month.

You can evaluate the benefits of Target Call 2.0 by going to its promo website, where the advantages of working with the paid version are described in detail.

In which regions is a target call from Yandex available?

There are limitations in Yandex. Only available in the service phone numbers from several regions: Moscow, St. Petersburg, Samara and Nizhny Novgorod, and only stationary. It will not be possible to trace calls from Vladivostok or from mobile phones.

If you want to catch calls made from regions outside Yandex's coverage, you will have to find another system for tracking targeted calls.

Analysis of a targeted call from Google

Having looked at the table, we see that in its variants there are two highlighted ones. They directly relate to purchases of goods and services, while the rest relate to data provided not too well or to a lesser extent than necessary. Sales is the only area where calls do not play a major role, but rather a subsidiary one. In the rest, from 40 to 75% of calls usually help to achieve a personal meeting or a reservation of goods, and from 21 to 45% of cases end in a telephone sale.

It is really possible to get a large number of deals through calls. That is why it is so important to understand where they come from in the company. This data can help the organization's marketers to work with contextual advertising and finding the right words for leaders to argue for their strategies.

Targeted call services allow you not to lose clients who are potentially profitable for the company. Many organizations have entered the call tracking market today, including Google.

When choosing a targeted call system, companies usually pay attention to two criteria: an easy-to-use interface and a high-quality technical support service that can come to the aid of customers on time and set up call tracking. These parameters are met by Calltouch, Ringostat, Comagic and Alloka services.

In sales innovation in recent years, targeted calls are trending. And this is no coincidence, because they meet global trends towards building an end-to-end analytics system, which includes: CRM system, call tracking, roistat, accounting system Google statistics Analytics or Yandex.Metrica, contextual advertising management services and IP telephony.

And this proves that companies are increasing their professionalism in the field of sales and more carefully selecting channels for advertising by introducing analytical statistics.

If you, like any competently leading business person, are interested in analyzing the channels through which potential clients come to you, then you should understand that the distribution of the advertising budget is extremely important - a correctly invested ruble can work more efficiently than a thousand spent at random. Therefore, we recommend that you pay attention to such Yandex.Metrica tool as a target call - a simple and inexpensive way to assess the effectiveness of various advertising channels. To be more precise, this article will focus on his updated version Target Call 2.0.

How does a targeted call work?

Each user has several ways to get to your site: ad click, from search, from social networks, direct entry, etc. Thanks to the metric, you know where people come to you from more often, and which transitions give a high conversion, if, for example, on a form feedback you have a goal. But how to understand where the person who just called after seeing the number on the website came from? Yandex target call will cope with this task best of all. How does this call tracker work? It's very simple: the built-in Yandex.Metrica tools are able to accurately recognize thanks to which platform or system a particular visitor appears on your site. All you need to do is show this visitor a different phone number. Let's say you want to estimate how many leads your social media ad leads to. In the settings of the target call, you set impressions for referrals from Facebook and VKontakte, and the system will then decide for itself whether each new visitor falls into the desired category or not, and will show him the desired phone number. This number substitution will not cause any discomfort to you or to the caller: virtual PBX will forward to your regular number. The cost of a targeted call from Yandex to this moment is 330 rubles per month, which, you see, is inexpensive for the information it provides.

Connecting and configuring a target call Yandex Metrica

Now let's talk about how to connect a targeted Yandex call to the site. First, you need to go to Yandex.Metrica, the Target Call section.

In the window that appears, click on the "Connect number" button. Please note: if you do not have enough funds on your Yandex wallet, then you need to make a top-up, without them you cannot even complete a preliminary setup. It is also worth mentioning that the required balance of funds is calculated using the formula "330 x (N + 1)" where N Is the number of already connected numbers. That is, if one number is already in use, then to connect the second, the wallet must have at least 660 rubles.

How to track calls from the site? Which online advertising channel brings the most calls? Such problems constantly faced business owners who sell products or services through the site. Call analytics is moving to a new level with the release of the Target Call 2.0 tool from Yandex.

What's new

Previously, in Yandex Metrika it was possible to use the Target Call service only with a certain budget for advertising campaign Yandex Direct. This tool provided statistics on the number of received and missed calls, as well as the length of the conversation.

Now, with the release of the new version of Target Call, the capabilities of call analytics have expanded significantly.

1. To the site
2. To keywords
3. To announcements

Another innovation is the ability to track “deferred demand”. If a user visits the site after a few weeks, he will see the same number as on the first visit.

Target Call 2.0 is available to all Yandex Metrica users for 11 rubles per day.

Outcome

In fact, this will allow you to get statistics, on the basis of which you can increase the return on online advertising, as well as correctly distribute the advertising budget.