The full version of this article was first published at: How to Measure ROI with Call Tracking
Return on investment, or ROI, is used to measure success over time and helps steer future business decisions. ROI is especially important when it comes to marketing. Your marketing ROI illuminates which marketing channels you should be spending money on and the tools that are worth investing in. More broadly, ROI can determine whether your entire marketing strategy needs to be changed or if you’re on the right track. While most can agree that ROI is an indispensable metric, many would also agree that accurately measuring ROI is a challenge. This is especially true if the majority of your marketing is digital and your customers make purchases offline. In fact, 50% of B2B marketing executives find it difficult to attribute marketing activity directly to revenue results. When it comes to digital marketing ROI, there are a number tools that marketers use to measure the return on their investments. A couple of the most commonly used tools are Google AdWords and Google Analytics. While these tools are useful for tracking web sessions, clicks and ad spend, they don’t provide the full scope of the buyer journey that ultimately helps you determine ROI. Enter call tracking. Call tracking gives you insight into what happens between the first website visit and the time the lead makes a purchase. This level of comprehensive data is the key to efficiently and accurately measuring ROI. Four Ways to Use Call Tracking to Measure ROI Keyword Call Tracking – With keyword call tracking, website visitors will see…
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