When internet call tracking was introduced years back, it helped online marketers (like us!) fill in the gaps of their lead monitoring and analyzing capabilities. We gained access to actually phone call performance by search engine, ad type, and even keyword. This really took online marketing to the next level. Unfortunately, call tracking is generally a paid service. I’d like to show you a unique way to incorporate call tracking (to a degree) without the added cost.

Google Voice

Google Voice is a free service offered by Google (domestically, at least). You simply sign into voice.google.com with your normal Google account and you can setup your phone number. Google explains the benefits briefly on the landing page:

But one of the best features Google Voice offers is the ability to redirect phone calls to a different number.

The Setup

First, you’ll need to select an advertisement or advertising medium on which to showcase the new number. For example, if you have a banner advertisement that lists your regular 800 number, replace it with this new Google Voice number (this works even better locally since you can assign it to you area code).

Then, make sure your Google Voice number is setup to redirect to your office line. This ensures that all of the calls made to that number are simply rerouted to your office line.

Finally, track the results. Use the Google Voice interface to track the number of calls (they’re time stamped for convenience, as well) generated from the ads. Breakdown that information into to actual conversions and you’ll have another convenient way to validate the use of the advertising spend.

Pro Tips

• This style of lead acquisition is generally best for professional services,  high value product offerings, or special promotions
• Try setting up multiple Google Voice accounts and using the different phone numbers across different mediums to improve tracking further (e.g., use one for banners on Google, use another for a landing page with a specific entrance path, etc.)
• Use this as a way to improve your ads as well. If you notice that the phone calls coming in aren’t high quality leads, then perhaps you’re not prequalifying the callers with the ad content

Wrapping Up

While this type of tracking isn’t going to help you with keywords like traditional call tracking might (at least not as easily), it can help you with banner advertisements, landing pages from paid search campaigns, or even the ads in paid search campaigns. There are a million uses for a phone number, so get creative and take advantage of this awesome free tool from Google. Have other ideas for creative Google Voice uses? Drop them off below.