{"id":67786,"date":"2023-09-20T08:49:00","date_gmt":"2023-09-20T08:49:00","guid":{"rendered":"https:\/\/morningtrain.dk\/what-is-call-tracking\/"},"modified":"2026-04-17T12:54:32","modified_gmt":"2026-04-17T12:54:32","slug":"what-is-call-tracking","status":"publish","type":"post","link":"https:\/\/morningtrain.dk\/en\/what-is-call-tracking\/","title":{"rendered":"What is call tracking?"},"content":{"rendered":"\n

Leadgenerering<\/p>

20. september 2023<\/p>

What is call tracking?<\/h1><\/div>

Call tracking is the tracking of inbound calls from potential leads who have found your phone number after being influenced by marketing. In other words, you track that someone took the number from, for example, your website. <\/p><\/div>\n\n

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\n Indhold\n <\/p>\n \n Definition\n <\/a>\n \n Effekten\n <\/a>\n \n Why should you care\n <\/a>\n \n ROI beregning\n <\/a>\n \n Hvem benytter det\n <\/a>\n \n Google Ads sporing\n <\/a>\n \n Fordele og ulemper\n <\/a>\n \n Analyse\n <\/a>\n \n Konklusion\n <\/a>\n <\/div>\n

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As a company, you have most likely run several different marketing activities. If you do not have a webshop or an online booking system, but instead calls are your most important conversion action, then call tracking should be a central part of your lead tracking<\/a> setup. <\/p>\n\n\n\n

Track the impact of your marketing with call tracking<\/mark><\/span><\/h2>\n\n\n\n

If a potential customer has found you through a Google Ads search ad<\/a> or a Facebook ad, you can track the call back to that marketing channel<\/a>\u2014indeed, all the way back to which campaign, ad, and keyword led to the enquiry. <\/p>\n\n\n\n

When the user has clicked through to your website via, for example, an ad, your main number will be replaced with a call-tracking number which, when forwarding to your main number, also records which marketing activity led to the call.<\/p>\n\n\n\n

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There are many good use cases for call tracking. Online, you typically use dynamic call tracking, which works by dynamically replacing your number with a random forwarding number from the pool for each session. That way, the call can be traced back to the source that generated it. <\/p>\n\n\n\n

If, on the other hand, you want to track the impact of offline marketing from, for example, print media, this can also be done with a static call-tracking number. When someone calls the number, they are automatically forwarded to your specified phone number, and it is recorded at the same time that the printed ad generated a lead via a phone enquiry. <\/p>\n\n\n\n

Why is it important to track a call?<\/mark><\/span><\/h2>\n\n\n\n

It is important if your new customers primarily come through calls as the first point of contact. If you use several different sales and marketing activities, it is essential to have an idea of which of these activities are worth spending money and time on. <\/strong><\/p>\n\n\n\n

And that is exactly the kind of insight call tracking will give you.<\/p>\n\n\n\n

As a company, you may even have tried to hire an external party to handle lead generation<\/a> via paid advertising. If so, you may have experienced a consultant reporting that you have achieved a certain number of conversions and asking whether you should increase the budget to get more conversions. Perhaps you have been able to sense progress, but lack proof of how many new customers<\/u> your external consultant has brought you. <\/p>\n\n\n\n

You can get answers to all of that with call tracking. At Morningtrain, we use the Danish tool Trailhub<\/a> to track leads<\/a> via calls. With our own internal system, we also ensure these leads are followed through to completion to track the number of customers and revenue that the marketing has generated. A call\u2014in other words, a lead\u2014is not worth much if it does not become a customer. <\/p>\n\n\n\n

In other words, we say no thanks to guesswork and gut feelings, and provide you with accurate data so you can make the right decisions at the right times.<\/p>\n\n\n\n

Call tracking is essential when calculating ROI<\/mark><\/span><\/h2>\n\n\n\n

When you need to calculate the return on your marketing initiatives for lead generation, call tracking is essential. By using a tool like Trailhub to track calls, and then following up on which calls have turned into a sale, you can calculate your ROI for each of your marketing channels relatively accurately. You know who called, and how much that new contact is worth if an order is closed. <\/p>\n\n\n\n

Operationally, you can use this knowledge to make decisions about where budgets should be allocated and which activities should be scaled back. Without call tracking and subsequent follow-up from lead to customer, you are operating blind and will most likely not get the most out of your sales and marketing activities. <\/p>\n\n\n\n

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Which companies can use call tracking?<\/mark><\/span><\/h2>\n\n\n\n

Some companies are more obvious than others, but any company where calls are the primary conversion action from new customers will benefit from call tracking.<\/strong><\/p>\n\n\n\n

Unless you have a webshop or a booking system, new customers will mainly contact you by phone with the intention of becoming a customer. If that is the case, we strongly encourage you to use call tracking alongside your marketing to ensure you can allocate money and resources as effectively as possible. <\/p>\n\n\n\n

In some cases, you may also receive enquiries from new potential customers via email or a contact form<\/p>\n\n\n\n

Call tracking in Google Ads<\/mark><\/span><\/h2>\n\n\n\n

We use Trailhub for call tracking. You get fixed forwarding numbers, and data can be sent directly to Google Analytics<\/a>, Google Sheets, CRM systems<\/a>, and a wide range of other platforms using Zapier. <\/p>\n\n\n\n

In Google Ads<\/a>, however, you can find a free alternative if you want to get started cheaply, can live with a lack of control over the numbers, and simply want to track calls as leads. Here you can set up Google Ads call tracking, which is Google\u2019s own call-tracking tool. Unfortunately, it only works in Google Ads and not with other platforms. Therefore, we recommend Trailhub as a better alternative. <\/p>\n\n\n\n

Below you can see the advantages and disadvantages of Google Ads call tracking.<\/p>\n\n\n\n

Advantages of Google Ads call tracking<\/mark><\/span><\/h2>\n\n\n\n