Integrating Phone Calls with Google Analytics Data
Here at Three Deep, we are constantly thriving to provide actionable insights for our clients. For those who are unfamiliar with our company, we are a very data-centric organization. The name Three Deep actually refers to our discipline of looking past surface-level data, and digging three levels deep into the data at hand to provide the highest quality feedback possible.
We have recently developed a way to tightly integrate phone conversions with web analytics data to paint a more accurate picture of our clients’ marketing efforts, right down to the ROI.
The idea was sparked when we identified a disconnect between the online and offline conversion data of lead generation clients in our home improvement vertical. Nearly every lead generation website (regardless of industry) includes a phone number as a point of conversion, but we never really had a concrete way to tie this to online metrics.
This solution is most valuable for PPC traffic, as it helps provide more accurate data for metrics including the actual number of conversions, cost per conversion, and conversion rate.
From a referral standpoint, the level of granularity is unlimited considering that referrals (such as banner ads or email campaigns) can be tagged with URL tracking elements for each unique campaign.
To take this one step further, this information could be fed into a CRM system along with the lead itself, providing the sales staff with more information about the visitor’s intent, their stage in the buying process, and so on.
You may be wondering how all of this data is consolidated. Don’t worry, Three Deep has a solution for that too. We are pleased to announce that we are currently in the process of developing a consolidated business intelligence reporting platform that will combine data from over a dozen data sources to provide some of the most accurate and insightful reporting in the interactive industry. Be sure to follow Three Deep on Twitter, Facebook, or RSS for updates!