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The Simple Two-Piece Guide to Tracking Facebook Call Conversions

September 06, 2016

It's become a business aphorism on par with “we have to have profit to make money” that social media is rich new fodder for marketing. Yet at the same time, it's somewhat difficult to figure out, with any level of certainty, just how rich that fodder actually is. With users averaging around 80 percent of their total social media time on mobile devices, mobile seems the place to start focusing. That means the possibility of checking how many people call in from a Facebook stay, and figuring out Facebook call conversions becomes deeply important.

As it turns out, just two simple tools used in concert can be a great way to get a better handle on Facebook call conversions: Facebook's own Call Now button, backed up by some simple call tracking software. This combination lets users send a call direct from Facebook proper, allowing users to learn how many callers were calling in after interacting with marketing on Facebook, specifically, from Facebook-based ads.

Facebook Call Now is a great tool to have on hand, since it allows those ads to be directly actionable. It's just the start, though, as Facebook Analytics isn't exactly the most robust when it comes to tracking performance. A third-party call tracking system can add that extra bit of valuable information about those incoming calls, especially if the third-party system in question is geared toward tracking Facebook calls. With these two tools working together, more understanding can be had of the incoming callers. That understanding in turn fosters future growth and spending directions.

This isn't just a plan for large-scale businesses; even small firms like local pizza parlors can put this strategy to work. For instance, Facebook ads can be used to target users located a mile or less from a storefront. With a Call Now button included in the ad, meanwhile, users can go right from ad to order. With the improved analytics capability, users can find out just how close those customers are, if there might be more business outside that mile periphery, or any of a host of other key points.

Combining these tools in such a fashion represents two critical points: one, the means to connect with a brand—no matter its size—from a social media tool, and  two, the means to understand the nature of the calls and derive actionable insights accordingly. While the one can work without the other, and vice versa, having both together in one place makes for the best potential for success.

Having the social media component allows the business to make a push for omnichannel engagement, which customers increasingly want. Having the analytics capability, meanwhile, lets a business get the most out of that social media engagement. The two parts together are the biggest key to success in social media marketing, and in turn, a good chance of success in a rapidly-changing market.




Edited by Alicia Young

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