How to use Google Analytics to track and analyze customer calls

In September, Shenzhen website analysis and sharing activities, a friend asked the customer calls tracking content, at that time I made some simple answer, but the answer is not very systematic. Use this article to make some deep sharing with you.

Google Analytics is currently not able to track the offline activity data, so, the successful implementation of the user call tracking scheme requires the Web analytics tools and a number of third-party service providers combined services, foreign companies have a number of service providers to support the call tracking will be able to data and Google Analytic integration, in the domestic familiar offline pass is also doing the same thing, but with Google Analytics, WebTrends or omniture, such as the integration of the use of web analytics tools is not completely open, in the next few months, Maybe we can see the integration of off-line open with these third-party tools, so that we can analyze the data that affect the business KPI in depth. Below is a use of Third-party tracking service and the caller data and Google Analytics integration of customer calls tracking cases, through this case you can probably understand the basic principle of customer call tracking.

For some non-transactional business sites, telephone contact is still an important call to Action. However, we rarely count the user's caller data, even though we have data collected from the caller, which is isolated, and cannot be integrated into the Web Analytics report as a transformation or goal. A number of call tracking vendors have begun to address this problem by combining caller tracking with web analytics tools to generate associated data reports.

The following is a call tracking method used by the UK's caller tracking company Infinity Tracking.

The Infinity system can track which visitors call you when they visit your website. When a visitor visits the site, it gets the visitor's initial Google Analytics unique ID (visitor ID), which sends the visitor ID back to Google as a virtual page request when the user dials the phone (via Infinity's telephone Management Server). Analytics. This allows each call to be associated with a particular visitor's behavior, for example, you can know which search and search key words or through which referral source has entered your site before the caller.

　　

Because the number of calls is related to the amount of virtual browsing, and virtual browsing is based on the visitor ID, you can filter the data repeatedly accessed using the unique browsing metrics, and the virtual browsing volume, which is the action of the phone call, becomes part of the conversation process. The specific implementation methods provided by Infinity are as follows:

Paste the Infinity JavaScript snippet into all pages.

The phone number displayed on the Web site must be text (not an image) and the number needs to be placed in an HTML class so that infinity code can dynamically change it, such as,

When a visitor enters your site, Infinity JavaScript waits until the Google Analytics UniqueID is generated in the __UTMA cookie before assigning a service to the Infinity number (Nas,number Allocation Service) executes API requests.

The newly generated Infinity visitor ID will be stored in a cookie, together with the visitor's traffic source and Google Analytics's UniqueID.

The NAS assigns a unique phone number to the visitor ID from the number pool for tracking, and the assigned number is returned to the visitor's browser displayed on the page that the user is viewing, and the browse time for the page showing the phone number is recorded. This unique phone number will remain unchanged during the visit and after 30 minutes (the phone number is about 99% accurate for matching caller calls).

The JavaScript code performs the search and replace function on the HTML page and dynamically replaces the original phone number with the only phone number available for tracking.

When the phone number is called, the Infinity Call server logs the call information and reviews the previous data to see which visitor ID is the last visitor ID assigned to the phone number.

For each call received, the Infinity service generates a Google Analytics virtual Web browsing request based on the traffic source and media information of the visitor landing page as well as the initial Google Analytics UniqueID.

　　

The following figure shows a sample of the data that is integrated into the Google Analytics call tracking.

　　

In fact, the number of calls in the virtual page is the only view of the index display, you can set it as a goal and in a variety of target reports for viewing and analysis, so which source of traffic and media to bring you the most customer calls, everything becomes clear. This will allow you to add more input to the source or media that brings in more calls. Of course, you can also set up a number of advanced subdivision groups to see the callers of these customers they usually visit the page, thus digging out more details.

To learn more and more specific analysis techniques for caller tracking, read: Http://econsultancy.com/cn/blog/8027-how-to-track-phone-call-leads-in-google-analytics.

Source: Shenzhen Website analysis

Original link: http://www.analyticskey.com/google-analytics-track-calls/