Using a different phone number for each marketing channel, so that when the phone rings you know whether it came from Google Ads, the map pack, a flyer or your van.
For most Calgary trades and service businesses the majority of enquiries arrive by phone, and a phone call is invisible to analytics unless you make it visible. Without call tracking you can measure the cheapest quarter of your leads and are guessing about the rest.
The version worth having is dynamic number insertion, where the number displayed on the website changes depending on how the visitor arrived. One number for paid search, one for organic, one for the Google Business Profile — all forwarding to the same phone.
| Without call tracking | With call tracking | |
| Form fills attributed | 14 | 14 |
| Calls attributed | 0 | 31 |
| Apparent cost per lead | $107 | $33 |
| Decision | Cut the campaign | Increase the budget |
Same campaign, same month. The number that decided its fate was simply not being counted.
This comes up most often in Analytics & Conversion Tracking. Analytics, conversion events, call tracking and reporting installed and verified, so every enquiry can be traced back to what produced it.
A free consult is twenty minutes and there is no pitch deck at the end of it.