Editorial staff
Phone calls remain one of the most valuable conversion channels for businesses, yet many marketers struggle to connect these enquiries back to the campaigns that generated them. Without this visibility, you're making decisions based on incomplete data, potentially investing budget in channels that don't deliver results, while under-investing in those that do.
Call tracking solves this attribution challenge by revealing exactly which marketing activities drive phone enquiries and, crucially, which of those calls convert to sales.
The attribution gap in your marketing data
Your analytics platform captures online conversions, such as form submissions and e-commerce transactions, but phone calls create a blind spot. When prospects research online and then make a purchase, traditional web analytics (like GA4) can't connect that sale back to the digital touchpoints that influenced it.
This gap is particularly problematic for businesses in sectors such as automotive, legal services, home improvements, and care homes, where phone conversations play a crucial role in the buying process. Without call tracking, you're missing critical conversion data that should inform your marketing strategy.
How call tracking connects campaigns to conversions
Call tracking with Mediahawk works by assigning unique phone numbers to each of your marketing channels and campaigns. When someone calls one of these numbers, the software captures detailed information about their journey as it seamlessly routes the call to your business line.
For digital channels, dynamic number tracking provides session-level attribution. Each website visitor sees a unique phone number associated with their specific journey to your site, whether they arrived from an organic search, a particular PPC keyword, or a social media post. This granular data shows exactly which online activities prompt phone enquiries.
For offline channels like print advertising or billboards, static tracking means a unique phone number is assigned to to each campaign, providing clear attribution for traditional marketing activities.
From calls to sales: Complete revenue attribution
Tracking which campaigns drive calls is valuable, but understanding which calls convert to sales transforms your marketing. Modern call tracking platforms integrate with your CRM system, connecting call data with sales outcomes to show the complete revenue journey.
This integration reveals your true cost per acquisition across all channels, including phone conversions that previously went unmeasured. You can identify which campaigns drive not just high call volumes, but high-quality enquiries that close at better rates.
Sales Matching capabilities allow you to attribute revenue directly to specific marketing touchpoints, proving ROI and justifying budget allocation.
Optimising campaigns with call intelligence
Beyond basic attribution, call tracking provides deeper insights that inform campaign optimisation. Call recordings and transcripts reveal what prospects are asking about, which objections they raise, and what information influences their decision to purchase.
Speech Analytics technology automatically analyses these conversations at scale, identifying patterns in successful sales calls versus those that don't convert. You can uncover prospects mentioning specific products have higher purchase intent, or that calls from certain campaigns require different handling to close effectively.
This will help shape your content strategy, refine messaging, and identify training opportunities for your sales team. When you understand the complete journey from campaign exposure to phone enquiry to sale, you can optimise each stage for better results.
Driving better marketing decisions
Call tracking eliminates guesswork from your marketing strategy by connecting campaigns directly to revenue outcomes. You'll know which channels deserve increased investment and which are underperforming, enabling you to allocate budget based on actual results rather than assumptions.
Editorial staff
