Web Analytics Exploited to Track Offline Phone Call Conversions

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A Manchester technology firm claims to be the first UK company to successfully integrate its sales and call tracking software, called AdInsight, with web analytics software like Google Analytics. Doing this allows a business to further measure the success of online advertising performance. According to Ross Fobian, Encompass Media is the only company in the UK and one of only two companies globally to have successfully integrated the two platforms.

We developed AdInsight to help companies see which advertising campaigns are working by providing detailed information on calls generated by an advert, whether it is online such as a website or offline, for example a newspaper ad.

A Manchester technology firm claims to be the first UK company to successfully integrate its call tracking software with Google Analytics, to further measure the success of online advertising performance.

Encompass Media launched its innovative AdInsight software on the market earlier this year, offering businesses a way to monitor, in real time, the number of calls generated by an advertising source and the subsequent sales received.

After months of further development, Encompass Media have announced that AdInsight can now be integrated into almost any existing web analytics platform, including Google Analytics - a major step forward for businesses wanting to monitor the success of their online advertising campaigns.

Ross Fobian, a Director at Encompass Media, explained: "Marketing professionals have always found it difficult to track how many phone calls their online advertising is generating and, more importantly, how many sales result from those calls - people go online to get a company's contact details but then go offline to phone them and order products.

"We developed AdInsight to help companies see which advertising campaigns are working by providing detailed information on calls generated by an advert, whether it is online such as a website or offline, for example a newspaper ad."

The new developments to AdInsight means that call data can now be injected into almost any web analytics platform, providing companies with more detailed information on website performance, for example what keyword people typed into a search engine or which PPC ad they clicked on before they called the company.

He continued: "By injecting data from AdInsight into an analytics platform, companies have access to detailed information on customer behaviour, including how to best improve a website to increase conversions.

"Companies can be as detailed as they wish when tracking their results. They can track conversions right down to the single keyword phrase level or they can track conversions generated from a PPC ad group, an ad campaign or only track the difference between natural search and PPC advertising, to see which is working best."

According to Ross, Encompass Media is the only company in the UK and one of only two companies globally to have successfully integrated the two platforms for the marketplace.

"It has taken a lot of work to get to this level but we think it will provide marketing departments with a higher scope for accountability," he explained.

"For example, with pay per click (PPC) campaigns, a company is paying every time someone clicks through to their website.

"Our software tracks whether or not that click or any other advertising source has been successful in generating a call, by dynamically changing the number shown on the website depending on where the visitor has come from. The conversion rate of the PPC ad can then be tracked in Google Analytics.

"All of the call data is provided in an online, easy to read dashboard and, working alongside a company's existing analytics platform, gives information on how your website is performing."

Ross also pointed out that the enhanced AdInsight software has already attracted a lot of interest from American companies who trade in the UK.

For more information on AdInsight please visit http://www.adinsight.eu

Editors Notes

AdInsight's features include full call reporting based on advertising source, sales and lead tracking, missed call notification, web analytics integration and website code to show different phone numbers based on advertising source.

Encompass Media develops a range of advertising performance management systems with the aim of improving its clients marketing efficiency through a better understanding of their advertising spend and return.

For more information about AdInsight please visit http://www.adinsight.eu

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