Day 1: Intro to CTM Part I

Transcription

1 Day 1: Intro to CTM Part I

2 LEGAL AND CONFIDENTIALITY INFORMATION WELCOME Every effort was made to ensure that the information in this presentation is complete and accurate at the time of instruction. However, information is subject to change and CallTrackingMetrics cannot assume responsibility for any errors or omissions. Changes or corrections to the information contained in this presentation may be incorporated in future issues. Materials for this course may not be reproduced, duplicated, reverse engineered, or adapted unless copyright, duplication, and use rights have been separately licensed from CallTrackingMetrics. Materials are confidential and proprietary information which must be retained in confidence by the recipient. CallTrackingMetrics and the CallTrackingMetrics logo are either registered trademarks or trademarks of CallTrackingMetrics CallTrackingMetrics, LLC. All rights reserved. CallTrackingMetrics 1

3 COURSE REQUIREMENTS COMPUTER RECOMMENDATION GETTING STARTED Log into your CallTrackingMetrics account If you have two monitors, you can show our screen on one and your CTM account on another Supported browsers: The latest version of Google Chrome or Firefox Have pop-ups enabled GOTOWEBINAR SETUP For audio issues, call in via phone line Attendees are in listen-only mode Enter questions in the Questions Box Questions will be addressed throughout the course Missed questions will receive a follow-up response Course handouts are available now and can be downloaded from the GTW toolbar All attendees will receive Certificates of Completion via CallTrackingMetrics 2

4 ACCOUNT ASSUMPTIONS Create an account or subaccount to work in. New to CTM? Visit: now and sign up if you are not yet a customer. Current Customer? Log into your CTM account. If you are an agency administrator, visit and create a new sub-account Academy for this training class to work in. Have Agency or Administration access with the ability to purchase tracking numbers. InstaPage Create a free trial account with Instapage and publish page. CallTrackingMetrics 3

5 DAY 1: INTRO TO CTM - PART 1 INTRODUCTION TO CALLTRACKINGMETRICS PART 1 AGENDA Tracking Code Tracking Numbers Receiving Numbers Target Numbers Tracking Sources Working Session INTRODUCTION TO CALLTRACKINGMETRICS PART 2 Buying Numbers Porting Numbers Vanity Numbers Working Session DNI Swapping Working Session - Let s put it all together and build something! Resources CallTrackingMetrics 4

6 HELLO! I am Jessica Michaels Google Guru & Product Coach CallTrackingMetrics 5

7 SECTION 1 Tracking Numbers - Receiving Numbers - Target Numbers Tracking Source - Tracking Code CallTrackingMetrics 6

8 Intro Video

9 TRACKING NUMBERS The phone number that your customers or potential customers will call CallTrackingMetrics 8

10 TRACKING NUMBERS Before you can use our system, you need to purchase at least one tracking number. You can place a tracking number just about anywhere: a billboard, TV ad, or dynamically on your website. Tracking Number Aclocation: if 100 visitors we recommend 5 tracking numbers - 100/20 = 5 ) CallTrackingMetrics 9

11 RECEIVING NUMBERS A receiving number is a phone number that we will forward calls to from your tracking numbers so that your team can answer these calls. If you have a phone number that people are calling today, it can be a receiving number. CallTrackingMetrics 10

12 RECEIVING NUMBERS ALTERNATIVES SOFTPHONE Use our browser-based Softphone to route calls to agents. Answer via the computer or mobile browser. RECEIVING NUMBERS AGENT We have the ability to route directly to an agent via DID, or Softphone. CallTrackingMetrics 11

13 TARGET NUMBERS A target number is the phone number on your website that our script will find and dynamically swap with a tracking number. Some websites only have one target number. Others may have different target numbers for sales and service. CallTrackingMetrics 12

14 TARGET NUMBERS The phone number on your website that we will swap for our tracking number Place your screenshot here CallTrackingMetrics 13

15 TARGET NUMBER FORMATTING PHONE MATCH TARGET NUMBERS This finds the phone number in any format. This means (555) or or EXACT MATCH Only finds the target number in the format it expects. This is case-sensitive, meaning if you enter 800-Men-Hats as the target number and you have 800-MEN-HATS on your website, we will not find a match. When using an exact match you will also need a phone match for the numeric equivalent. In the example above for 800-MEN-HATS, you would also need a phone match of CallTrackingMetrics 14

16 TERMINOLOGY The three terms are commonly confused with each other Tracking Number - The number the dynamically appearing on the website or in the ad that the customer sees and dials Receiving Number - The phone number we re forwarding calls to so you can answer them. This is frequently your desk phone, mobile phone, or call center line Target Number - The number that is listed (hard coded) on your website that we re replacing with a tracking number CallTrackingMetrics 15

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18 TRACKING SOURCE Tracking sources are the sources of advertisements that you want to track. Google AdWords, Google Organic, Bing Paid, Facebook, Twitter, billboards, and radio are some of the typical tracking sources. CallTrackingMetrics 17

19 TWO TYPES OF TRACKING SOURCES: ON-SITE TRACKING SOURCES These are numbers that will be dynamically appearing on your website based on how a visitor came to the page. OFF-SITE These are numbers appearing off of your website, such as billboards, TV ads, radio, or even online such as in a directory. CallTrackingMetrics 18

20 TRACKING SOURCES STANDARD VS CUSTOM TRACKING SOURCE STANDARD CUSTOM We have many commonly used tracking sources already preconfigured for you, such as Google Organic, AdWords, Bing Paid, Facebook, etc. If you find that the source you want to track does not already exist in CTM, then you will need to create a new custom source. These sources are configured to look for either a referring or landing URL pattern so that we can identify that type of visitor and show them a specific tracking number. Three main components: Name On- or off-site Source trigger (referring or landing URL pattern) CallTrackingMetrics 19

21 TRACKING SOURCES - ATTRIBUTION TRACKING SOURCE FIRST TOUCH LAST TOUCH Report on the original way the caller came to the website. Report on the most recent referring source that the caller came through. POSITION Position is the order in which you want the tracking script to try and match your visitor to a source. You always want the more specific source to be matched first so that a more generic source like "referral" does not swap first. The lower the number, the more specific the source. CallTrackingMetrics 20

22 TRACKING SOURCES - GOOGLE TRACKING SOURCE GOOGLE ADWORDS GOOGLE EXTENSIONS Online- number appearing dynamically. Offline - number not appearing on your site. This is specific to your callers that are clicking an ad, going to the website, and then calling. This is specific to your callers that are calling directly from the ad without visiting your website. WHY IS THIS IMPORTANT? If you re using the same number for both of these sources, we re going to attempt to match a website visitor with an offline source which will completely skew your accuracy in matching. CallTrackingMetrics 21

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24 Having a call tracking number for different social profiles and PPC accounts allows us to track everything with amazing detail on each specific channel to see what is performing and what is not. This allows us to duplicate success and tweak those not performing well. Grant B.

25 CONFIGURING NUMBERS EXPLORE NUMBERS (Numbers > Tracking Numbers) (Numbers > Tracking Sources) Formatting and labeling purchased numbers Tracking sources (Numbers > Receiving Numbers) (Numbers > Target Numbers) Dialing extensions, adding schedules, and no answer routing on receiving numbers Formatting target numbers: exact match, and phone match. CallTrackingMetrics 22

26 TRACKING CODE <script async src="//91251.tctm.co/t.js"></script> Place your screenshot here CallTrackingMetrics 23

27 TRACKING CODE What does it do? TRACKING CODE The tracking code looks for the target number indicated and changes it to a tracking number if a visitor is coming through one of your sources It collects data about your visitors and stores for reporting Where is it located? Numbers > Tracking Code What does it look like? <script async src="//91251.tctm.co/t.js"></script> Each account/sub-account has its own unique code Where does it go in the web page? After the <head> tag on each of your web pages The code should go on all pages of your site CallTrackingMetrics 24

28 TRACKING CODE COOKIES By default the tracking code remembers the history of the visitor for 30 days You can adjust this here: Numbers > Tracking Code IMAGES TRACKING CODE The code cannot change phone numbers in images Instructions for custom coding to give your developer to handle swapping images on your site with tracking numbers MATCH TYPE Phone match vs. exact match Exact match only needs to be used for special formats FIRST TOUCH vs. LAST TOUCH SOURCES Last touch sources will override any previous sources associated to a visitor. CallTrackingMetrics 25

29 10 MINUTE BREAK CallTrackingMetrics 26

30 SECTION 2 Porting Numbers - Vanity Numbers - Buying Numbers DNI Swapping - Working Session CallTrackingMetrics 26

31 PORTING NUMBERS Bring your phone numbers to CallTrackingMetrics CallTrackingMetrics 27

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33 CONFIGURING NUMBERS We ll look at: # Porting existing numbers (Numbers > Port Numbers > Port New Numbers) Buying numbers (Numbers > Buy Numbers) How to search by country, local, toll free, etc. Vanity numbers - what they are How to place special orders on numbers/vanity numbers that are out of stock (Numbers > Buy Numbers > Request a Number) CallTrackingMetrics 29

34 WORKING SESSION Let s put our knowledge to the test by purchasing and configuring a tracking number. CallTrackingMetrics 30

35 THANKS! Any questions? CallTrackingMetrics 31