For marketers and digital agencies utilizing call tracking platforms, understanding which sources are driving phone calls is crucial. While these platforms offer valuable insights, there’s a common pitfall that many fall into: ending up with an excess of unused tracking numbers.
In this blog post, we’ll explore how bundled offerings can lead to excessive tracking numbers, discuss the oversight of recalculating needs based on website traffic, and provide actionable tips to avoid wasting precious budget.
How marketers end up having excessive tracking numbers
1. The Bundle Trap
Call tracking platforms often lure marketers with bundled packages that include multiple tracking numbers. While these bundles may seem like a cost-effective solution, they can lead to excessive tracking number usage. Marketers, eager to take full advantage of the package, end up activating more tracking numbers than they actually require. It’s like ordering a jumbo pizza when a regular one would suffice. As a result, they unknowingly waste resources on unused tracking numbers.
2. Forgetting to Recalculate
Another common mistake occurs when marketers forget to recalculate their tracking number needs in relation to website traffic. Website traffic levels fluctuate, and so does the required amount of tracking numbers. Yet, marketers often overlook this vital consideration. They may initially set up a certain number of tracking numbers based on historical data, but fail to reassess their requirements as their website traffic changes. Consequently, they end up overpaying for unused tracking numbers, throwing their budget resources down the drain.
Tips to Avoid Wasting Budget
- Regular Evaluation: Schedule periodic evaluations of your call tracking numbers. Assess whether the current number of tracking numbers aligns with your website traffic and visitors. Consider seasonal variations and adjust accordingly.
- Granular Tracking: Rather than indiscriminately assigning tracking numbers, focus on specific marketing campaigns or traffic sources. This approach allows you to allocate resources more efficiently and gain targeted insights.
- Dynamic Number Insertion (DNI): Implement DNI technology on your website. DNI automatically assigns and replaces tracking numbers based on the visitor’s referral source, keyword, or other predetermined criteria. This ensures optimal tracking without the need for excessive static tracking numbers.
- Flexible Pricing Models: Explore call tracking platforms that offer flexible pricing models based on actual usage. Opt for platforms that allow you to scale your tracking numbers according to your needs, avoiding unnecessary expenses.
Tracking Number Pool Estimator
If estimating the optimal amount of tracking numbers seems a bit challening, Nimbata has a neat free tool called Pool Estimator, which calculates the optimal pool number automatically with a few button clicks. Here’s how:
You can use it anytime by creating your free Nimbata account, no credit card required.
By understanding the bundle trap and recalculating tracking number needs based on website traffic, you can steer clear of overpaying for unused tracking numbers.
Regular evaluations, employing granular tracking, utilizing DNI technology and exploring flexible pricing models can help you optimize your call tracking usage.