How To Track Calls As Goals In Google Analytics

March 22, 2018 | Mark Lesiw

Overview

Why Track Calls as Google Analytics Goals

To gain insight into the marketing that is converting best, it’s important to fully track the journey of a visitor from Ad to click to call to converted outcome.

How It Works

  • Visitor goes to your ad and clicks through to landing page
  • They hit a landing page with tracking template that includes data such as keyword & gclid and where they are presented with a dynamic tracking number
  • When they call the number
    • An event can be tracked that the call initiated
    • An event can be tracked that the call connected
    • An event can be tracked that the call converted (and optionally that did not)
  • In Google Analytics each event may be aligned to Goals
  • Completed Goals are configured to trigger conversions in Adwords

You now have insight into which Ads (and keywords) converted best.

Getting Set Up

Configure Retreaver

Create a campaign

Any campaign will work. Ensure conversion tracking is in place if you have call conversion criteria.

Add Parameter Mappers for Adwords’ Google Click ID and Keyword

You will need to add a gclid and keyword parameter mapper in Retreaver. Ensure your adwords also includes a parameter for glcid and keyword in your tracking template.

Typically the value-track parameters to add to your tracking template are: ?utm_source=adwords&glcid={gclid}&keyword={keyword}

To enable auto-tagging of parameters to urls in adwords see:  Tag Your AdWords Final URLs

Add Tracking URLs to the campaign to track Events back to Google Analytics

Set up Tracking URLs for call-based events you want to track in Google.  For example:

With Retreaver it’s possible to send multiple events for a single call to Google Analytics using Tracking URLs. For example:

Using the Tracking Url: Start: When a call Comes in
https://www.google-analytics.com/collect?v=1&tid=UA-XXXXXXXXX-X&cid=YYYY&t=event
&ec=Call&ea=Call+Started&el=Call+Started

Using the Tracking Url: Answered: When a handler answers call
https://www.google-analytics.com/collect?v=1&tid=UA-XXXXXXXXX-X&cid=YYYY&t=event
&ec=Call&ea=Call+Answered&el=Call+Answered

Using the Tracking Url: Conversion: If call converted

https://www.google-analytics.com/collect?v=1&tid=UA-XXXXXXXXX-X&cid=YYYY&t=event
&ec=Call&ea=Call+Converted&el=Call+Converted&e=##

For each Tracking URL, assign parameters as follows (for all parameters available click here)

  • v = The Protocol version. The value should be ‘1’.
  • tid = The tracking ID / web property ID.
  • cid = Client ID. Anonymously identifies an instance. [call_uuid] token is an option here.
  • t = Type. Use ‘event’
  • ec = Event Category. We suggest using “Call” or “Calls”.
  • ea = Event Action. We suggest using an action aligned to the call status. I.e. Call+Started. Note the spaces must be escaped with a + or %20
  • el = Optional. Event Label. For use in Reporting
  • ev = Optional. Event Value.  Must be an integer (Google limitation). This will track the value of the conversion from call to Google Analytics.

Optionally include:

  • gclid = Google Click ID. Needs to be passed to your landing page via the adwords tracking template. This is needed to match the ad conversion back to the ad.
  • cs = Source. This should align to your [source_id] or [affiliate_id]

Ultimately, use any event category, action and label you like. For simplicity we’ve kept the category as “Call” and the action and label the same as eachother.

For Events relating to conversions. The Tracking URL needs to also &gclid=[gclid] added to the end. This will be used to map conversions in Google Analytics to Adwords.

Test Fire Each Tracking URL

Either place a call through the campaign that will trigger each event. Or use the “Test Fire” button in Retreaver to send a call to Google Analytics. This will help you check that the events are being registered correctly.

Configure Google Analytics

Confirm Events Are In Google Analytics

Navigate to Behaviour > Events > Top Events in your Google Analytics.  You should see the Event Category listed in the table. Add a Secondary Dimension for Event Action. This will show you the different types of events sent to Google Analytics from Retreaver.

Create Goals

Click on Admin then navigate to Goals under the View column:

Next you will be asked to set up your first goal, or if you need to, click “New Goal”.

1. Select the Custom option for Goal Setup. Then Continue.

2. Next. Give your goal a name and select Event as the Type. Then Continue.

3. Set the Category, Action and Label to match what you used in your Tracking URL, remembering to replace any escaped characters with their actual spaces or values. For example, “Call+Answered” in the Tracking URL becomes “Call Answered” in the goal details. Then click Save.

Your goals are now ready to go.  Complete a few test calls to confirm you see the conversion information come through in the Goal view (Conversions > Goals > Overview).

For additional information check out the following links from Google

 

How to find a HubSpot Owner ID

February 14, 2018 | Jason Kay

A HubSpot Engagement

A HubSpot Engagement

Retreaver can create Engagements in HubSpot each time a call is received, which have information about the call including recording, duration, etc. These engagements are associated with a HubSpot Owner or salesperson.

This allows you to treat callers who are already in your HubSpot account specially, for instance, routing known callers directly to their HubSpot Owner or salesperson.

Finding a HubSpot Owner ID

Finding your HubSpot Owner ID

Finding your HubSpot Owner ID

To find your HubSpot Owner IDs, click Settings in the main menu in HubSpot, then Properties from the menu on the left. Then enter “HubSpot owner” in the search bar under Contact properties. Click view next to “HubSpot owner”.

At the bottom of the next page, your HubSpot Owner IDs are listed in the “Dropdown options” table in the “Internal Value” column.

Set your Call Endpoint in Retreaver to have the same ID and we’ll automatically create a HubSpot engagement for each call to that Call Endpoint.

You can set a default HubSpot Owner to be used when an unknown caller calls in and is routed to a Call Endpoint that isn’t associated with any specific salesperson, like your call center’s main line. We suggest setting up a “Retreaver” or “Bot” user in HubSpot, and setting the default Owner ID on your Retreaver Integration.

Call Dashboards Using Slemma

October 20, 2017 | Mark Lesiw

Overview

Retreaver helps companies gain insight into which online and offline campaigns are driving calls, and which of those calls are converting to sales, happy customers and positive business outcomes. Slemma’s cloud-based dashboard & reporting platform helps you aggregating multiple data sources and presenting them in visually stunning call dashboards and data presentations.

This guide walks you through, step-by-step, how to export Retreaver call data into Slemma, where you are able to take full advantage of the data you have captured on your calls by creating custom visualizations by state, caller city, custom tags, date ranges and put that information side by side with your other data sources.

Retreaver Guidebook – Dashboards With Slemma

Audience

Dashboards With Slemma is written for marketers and data analysts looking to better analyze, drill into and present insights from their data-driven marketing efforts.

Pre-requisites

In addition to your Retreaver account, to complete the configuration exercises described in this Guidebook you will also need:

  • A Slemma account. Sign up here for a free 14-day trial and use promo code RetreaverPromo to receive 50% off your first month when you subscribe.

Get your free Retreaver account here

Table of Contents

Before You Begin

  • Table Of Contents
  • Terminology
  • Concepts
  • Relevant Information & Resources

PART I: Getting Data from Retreaver Into Slemma

  • Exporting Retreaver Call Log Data
  • Importing to a File Data Source

PART II: Configuring Charts & Visualizations

  • Top States Sending Calls (Bar Chart)
  • Top Agents Converting Calls (Cross-table Chart)
  • Average Daily Revenue and Payout (Time Series / Line Graph)
  • Calls by Product Tag (Pie Chart)
  • Calls by Source (Tag Cloud)

PART III: Building A Call Dashboard

  • Adding Charts
  • Filtering Data in the Dashboard

Additional Slemma Resources

Retreaver Guidebook – Dashboards With Slemma

Related Guidebooks

Using Start Pings

| Mark Lesiw

Overview

Retreaver helps companies gain insight into which online and offline campaigns are driving calls, and which of those calls are converting to sales, happy customers and positive business results.

This guide walks you through, step-by-step, how to use the Retreaver Start Ping to send data about your caller to 3rd party web services, and return data to your calls as tags for use in routing and reporting.

Retreaver Guidebook – Using Start Pings

Audience

Using Start Pings is written for marketers and customer experience managers looking for an easy way to exchange information about callers with 3rd party web services and customer contact databases in order to get precise routing, deeper agent insights, more personalized experiences, and more useful call analytics.

Pre-requisites

You need a Retreaver account to work through this guidebook. It is also recommended to complete the learning activities that you have:

  • Access to a third-party web service with data about your callers and that is webhook accessible, or
  • A Zapier and a Google Sheets account

Get your free Retreaver account here

Table of Contents

Before You Begin

  • Terminology
  • Concepts
  • Gathering Relevant Information

PART I: Creating a Start Ping to Add Contact Data to a Call

Try It Yourself – Using Retreaver, Zapier & Google Sheets

Retreaver Guidebook – Using Start Pings

Related Guidebooks

Split Conversions

June 28, 2017 | Mark Lesiw

Overview

Retreaver Split Conversions allow performance marketers using Retreaver to track Revenues and Payouts at the Buyer and Publisher levels across all campaigns, and ‘split’ the conversions across services, products, geographies or any other data point you need to detail your conversion along.

This Retreaver Guidebook walks you through the steps to turn Split Conversions in your Retreaver account, and to configure the conversion information on each of your buyers and publishers for use across all your campaigns.

Retreaver Guidebook – Split Conversions

Audience

Split Conversions is written for performance and affiliate marketers looking for an easy way to track customer revenues globally at the buyer/advertiser level and payout costs at the publisher level.

Pre-requisites

You need a Retreaver account to work through this guidebook and start tracking calls from your marketing campaigns.
We also recommend you enable Retreaver Perform from within your account.

Get your free Retreaver account here

Table of Contents

Before You Begin

  • Terminology
  • Concepts
  • Gathering Relevant Information

PART I: Adding Split Conversions To Your Account

PART II: Configuring Split Conversions

  • Step 1: Add Conversion Criteria To Your Publishers
  • Step 2: Add Conversion Criteria For Buyers
  • Step 3: Update Default Campaign Conversion Criteria
  • Step 4: Test The Conversions With Calls

PART III: Viewing Conversion Reports

  • Collaborator Reporting of Conversions
  • Conversions & Tracking URLS

Retreaver Guidebook – Split Conversions

Related Guidebooks

Analyzing Marketing ROI

June 26, 2017 | Mark Lesiw

Overview

Retreaver links digital data with call information allowing Marketers to bring phone calls bag into the marketing mix. Tracking ad clicks is easy but when your ad is driving a customer call, you need to also know which ads drove conversions.

Retreaver enables marketers to analyze call conversion tracking within email campaigns, to carry customer profiles from online accounts to the phone, and provides agents with priceless contextual information in real time.

This Retreaver Guidebook walks you through the tools and techniques enabled by Retreaver to analyze the marketing impact of your calls, and attribute every call outcome to activities and ads that drove the call in the first place.

Retreaver Guidebook – Analyzing Marketing ROI

Audience

Analyzing Marketing ROI is written for enterprise and brand marketers looking to doing serious analysis on their phone calls.

Pre-requisites

You only need a Retreaver account to work through this guidebook and start tracking calls from your marketing campaigns.

Get your free Retreaver account here

Table of Contents

Before You Begin

  • Terminology
  • Concepts
  • Gathering Relevant Information

PART I: Getting Started With Basic Call Tracking

  • Step 1: Add Call Sources
  • Step 2: Add Call Handlers
  • Step 3: Create A Call Campaign
  • Step 4: Add Phone Number(s) To The Campaign
  • Step 5: Test Your Campaign
  • Reporting Campaign Results

PART II: Adding More Data To Tracked Calls

  • Step 1: Create Data Tags for Tracking
  • Step 2: Adding Data to Inbound Phone Calls
  • Step 3: Analyze Calls With Tags

PART III: Improving Marketing ROI

  • Technique 1: Measure & Adjust The Marketing Mix
  • Technique 2: Provide Call Handlers With More Information To Help Convert Calls
  • Technique 3: Prioritize Call Routing To Higher Yielding Handlers
  • Technique 4: Introduce Questions to Disqualify Leads
  • Technique 5: Add Automated Post-Call Re-marketing

Retreaver Guidebook – Analyzing Marketing ROI

Related Guidebooks

Number Pools

September 13, 2016 | Angela Dougherty

You will need a Number Pool configured for your campaign if you want numbers dynamically generated on the landing page for your caller data to uniquely be attributed to calls. Because we are tagging numbers dynamically as visitors reach your landing page, you might need a large number pool depending on the number of unique keyword/ad combinations that you want to track, but limited to the number of concurrent visitors you expect.

Once the visitor calls the number that is displayed, we automatically tag the call with any tags that have been set on the number.

You will need to use one of Retreaver’s two available scripts in your landing page.Our more robust Retreaver.js is our JavaScript library for displaying trackable phone numbers. It offers a flexible API so developers can interact with our services in a way that is both straightforward and compliant with modern standards. It is able to be cached by the visitors browser, and quickly distributed via a CDN.

More on Retreaver.js

If you run low volume traffic and do not require alerts, our much simpler Insert.js will fulfill your needs.

More on Insert.js

Creating a Number Pool

Click on Number Pools / New Number Pool or click here. Basically you have two ways of pulling numbers, ones you pull by doing Number/ New Number, and then ones we generate at the landing page using the Number Pools. The Sniffing Parameters you tell us to look for from the URL are put into Retreaver Tags and attributed to calls.

We ping from your site to Retreaver to know when a consumer is looking at a number. The Buffer Seconds dictates that after they leave, how much longer we hold onto the number/extension. The Max Lease Time dictates how long we let them view it it without calling before we release the number/extension back into the pool. Also once a call is ended, if there are no other users calling the same number, it is released back into to the pool.

A new visitor will reset the timer on the Max Lease Time, but once the Max Lease Time or the last visitor leaves, the number becomes available to be something else later.

Default Number

You need a default number in the source code in order to display to viewers as a fallback when your Number Pool is full. This Default Number is there work alongside the Number Pool. You would add a sub_id Tag for this Number and have it equal ‘default number’ so you know what this number is for in the future. It will be used when the number pool is not sized properly and we need to show a static number from our system. You lose tracking information about why the lander was called, but you won’t lose the call.

Default Sniffing Parameters

To configure your default Retreaver.js URL parameter sniffing settings you have to tell Retreaver what to look for in the URL.These defaults will make setting up new campaigns much quicker, especially if you have multiple levels of sub-affiliates to deal with. To edit your company settings, click Settings, then Company and select Edit at the top.
param_sniffing

Default Parameter Sniffing settings.

Once you’ve opened the edit screen, you can choose what keywords to sniff out of the URL and what Tag name you want it to be assigned. In the example below, f_n is being assigned first_name in Retreaver.

url_sniffing

Adding a URL parameter to sniff for in Company settings.

How Many Numbers do I Need?

This depends on how deeply you plan to track. You may primarily want to just track back to AffID and SubID. If tracking down to the ClickID, you will need one number displayed per page viewer, which can add up fast. This sort of granularity might be worth the cost in a large pool of numbers. However, if possible, if you can track to fewer keywords then you can ensure your pools will be smaller.

Example 1: If you are only tracking kw=test and 50,000 people are all looking at that keyword, they all get the same number. However if each browser has a different &kw= they will all get a different number. If all kinds of visitors have the same zoneid, they all see the same number. No reason to generate a new number per visitor if you are only tracking that field and it is the same for many visitors.

Example 2: If you send URL Source and SubSource, and in this example you only had 3 sources and 10 subsources, that is only a total combination of 30. So your Number Pool only needs 30 numbers and will track with 100% accuracy.

Example 3: 1 million visitors are viewing a web page and the URL reads http://yourdomain.com/?a=ABC&s=test This results in 1 million viewers all seeing the same number, since they share all the same tracking data.

In summary, it just depends on how long you set the Max Lease Time in the pool and what you are tracking. If you are tracking down to ClickID, it will be a unique number per visitor, that is how many concurrent visitors you have within the lease time. Try setting the Max Pool Size you think will work and then if we contact you via email saying that your pool is too small, you can either:

1) Ignore it and lose a bit of tracking details.

OR

2) Increase the pool size to track what you want more accurately.

Send Digits

August 24, 2016 | Angela Dougherty

Using Send Digits to Bypass a Buyer’s IVR

Simply put, Retreaver can often bypass any buyer’s IVR by sending DTMF tones (key presses) on behalf of the caller.

Select Buyers, then select your desired buyer to edit. Near the top of this edit page you’ll find the field for Send Digits. Each w represents 0.5 pause. You may find ww1 works for you in this field. Perhaps you find that when you place a test call it doesn’t seem to work. Try adding a w and try a test call again. This trial and error is how you arrive at the minimal pause before the system will allow a key press to be accepted.

We have seen in the past that many buyer’s IVR systems allow multiple key presses. Such as www1www2. We have also seen a buyer’s IVR’s require a Zip entry. This use case ended up using www1wwwww90210 in order to bypass this. Since every IVR is different, this will always require a couple test calls to get just right.

Send digits

In this example there is a 1.5 second pause before the keypress 1 is sent.

Your callers will continue to hear ringing or music-on-hold while the key presses are being processed.

Interfacing to Adwords

August 1, 2016 | Jason Kay

Route AdWords Calls Based on Search Keyword or Ad

When promoting your website using Google Adwords, sometimes you want to ensure that calls for certain keyword searches or ads get routed to the correct destination. This is easy to do using Google’s ValueTrack parameters and Retreaver number pools.

Setting up your AdWords campaign

Passing the creative and keyword to a landing page.
Configuring an AdWords ad to pass the creative and keyword to a landing page.

Edit your Google AdWords ad’s destination URL to include the ValueTrack parameters that you want to route on. In the example above, we’re passing in the creative ID as ga_creative and the keyword as ga_keyword.

Configure your campaign’s number display script

url_sniffing

Adding Tags in Retreaver (left) to detect from the landing page URL (right).

View your campaign, and select the Settings tab from the Dynamic Number Insertion section. Here you will configure how Retreaver should detect the ValueTrack parameters that you are now passing to your landing page. As shown above, whenever a visitor clicks through to your page via one of your AdWords ads, we’ll attempt to detect the values of the ga_keyword and ga_creative tags.

You’ll need to have a Number Pool configured for your campaign in order to use this feature. Because we are tagging numbers dynamically as visitors reach your landing page, you might need a large number pool depending on the number of unique keyword/ad combinations that you want to track, but limited to the number of concurrent visitors you expect.

Once the visitor calls the number that is displayed, we automatically Tag the call with the Google AdWords tags that have been set on the number.

Tagging your Buyers with your Google Adwords Tags

Enabling the Id column in Google Adwords.
In order to get the creative ID that will be passed to our landing page, we need to enable the Id column in AdWords.

Now that we are passing the creative ID and search keyword to our landing page and detecting it in Retreaver, we need to tag the Buyers on our campaign. You can retrieve the AdWords creative Id for your ads by following the instructions above.

tag
Adding a Google Adwords creative Tag to a Buyer.

Edit the Buyer you want to tag, and add the tags to the tag list. In our case, we’ve tagged a Buyer with ga_creative:17394206701 because we have a special ad that’s promoting Google AdWords call tracking and we want to be sure the we know what the caller is calling about. To do this, we’ve also added a bridged ping tracking URL to our campaign, informing our operator that the caller is calling about AdWords. If you have only one Buyer tagged with the tag, you can add a bridged ping tracking URL which is tagged with the ga_creative tag instead of the buyer_id tag, it’s up to you.

Routing Based on Traffic Source

Sometimes you have high-value traffic that you want to ensure only gets to your best call buyers, or sales representatives. Perhaps you have a Google Adwords campaign running and you want to make sure calls from that campaign are treated specially. Add any parameters you want Retreaver to sniff for by editing your Default URL Parameter Sniffing as outlined in this article.

Next, we configure the Retreaver.js script to detect the source parameter in the landing page URL. You’ll need to have the script somewhere on your landing page for this detection to happen. Navigate to your campaign and click the Settings tab in the Dynamic Number Insertion section.

Enter source as the tag key and URL parameter, and update the campaign. Now whenever someone visits your site, we’ll automatically check the landing page URL for the source parameter, and set the source tag if it is found. For this to happen, you’ll need to have either a Number Pool configured for your campaign, or numbers configured and tagged individually with each possible source tag that you want to use.

tag_buyer

Adding a source tag to a Buyer.

Finally we add the source:ga tag to our Buyer, ensuring that any Google Adwords calls get routed to it only. Perhaps they are specially trained on handling calls from your AdWords campaign, or it’s a buyer that pays you more for these high-value calls.

Call-Only Ads

The only way to pass keywords into Retreaver from Adwords Call-Only ads is to set up a static phone number in Retreaver tagged with each keyword, and then in Adwords set up a corresponding Ad Group using that phone number and that single keyword.

Click here to view an example.

This has potential to be somewhat tedious. Feel free to contact support@rereaver.com for assistance setting it up.

We would also love to know how you’re using it and what needs Retreaver is filling. Knowing this would go a long way toward helping us automate using Google’s Adwords API.

Filter Calls by Zip Code

May 26, 2016 | Angela Dougherty

Getting Started

Calls are automatically tagged with geo tags picked up from the caller ID, which can be added to your buyers to filter your calls. The geo tags that were picked up from the caller ID resolve information such as country, state and city.

However, if you require more granular filtering to be done with Zip codes, you will need to complete these two steps:

1) Add an IVR prompt for Zip codes in your Campaign settings under Prompts.

and

2) Add Tags to your buyer to filter what Zip codes they are able to take.

1) Creating Zip Code Entry Prompts

Zip code Entry

This prompt will play immediately when the call connects.

Zip entry

Creating a zip code entry prompt.

Zip Entry Failed

This plays when the caller does not enter a valid Zip code.

You will want this message to repeat a couple times.

zip failed

Creating a zip entry failed prompt.

Filtering Calls to the Buyer Using Tags

Tags on a buyer control what calls it can take.

More info on filtering calls to your buyers.

Edit the buyer, and add the appropriate geo tags to ensure that the buyer only receives calls from the designated geographical areas.

To add the tags, click on Wizard>Geo>Zip. From here you can enter zip codes individually or ideally, upload a file. This will tell Retreaver that these are the Zip codes this buyer can take, do not send this buyer calls from other Zip codes. It is worth noting that this Upload option will not accept Excel files, only CSV (comma separated values)

Tag Format

Geo tags are in the formatgeo:[ISO 3166-1 alpha-2 country code](-optional state, province or zip). For instance, the tag for California is geo:us-ca while the tag for Canada is geo:ca. For a Zip code 90210, the tag would be geo:us-90210.