When running a Facebook ads campaign it’s vitally important to track the results, right? If you are running a lead generation campaign, you likely have Goals setup in Google Analytics to track your web leads (the people who fill out your contact forms). What about the people who call you to get more information? Are you tracking those people because phone call leads are just as valuable, if not more valuable, than a web lead.
Why would a phone call lead be more valuable to your company? Well, if someone is willing to pick up the phone to call you they are indicating that they want more information or to make a purchase right now. They don’t want to submit a form and then wait for someone on your team to get back to them at some point in the future.
If you consider someone who fills out your online form a warm lead then you should consider someone who calls in a hot lead!
How to Track Phone Call Leads from Facebook:
Okay, so a phone call lead is really important to your company, but how do you track how many people call you from one of your Facebook ad campaigns? By using call tracking phone numbers that are generated by call tracking software like Call Tracking Metrics or Mongoose Metrics.
What are call tracking phone numbers? A trackable number is a specific phone number that a lead dials that is associated with one of your ad campaigns, in this case, one of your Facebook ad campaigns. There are two types of trackable numbers: static numbers and dynamic numbers.
A static number is a unique phone number that you associate with a specific Facebook ad campaign that forwards to your main phone line. Whenever someone calls that unique number your phone call tracking software will record that the call came from Facebook and will even give you stats about the phone call such as: name of the caller, time that they called and how long the call lasted!
For example, a contact of mine owns a small dance studio. She found that most people don’t click through on her Facebook ads to learn more on the website, rather they see her ads or Facebook posts and then want to call directly from the ad/post. Because of that she includes a static trackable number in each post (or ad):
Whenever someone sees a post or ad and calls her using that trackable number she’s able to see the result inside of her call tracking software dashboard. This lets her know if her posts are helping her drum up interest and bring in new business.
In the ad above you can see the trackable number in use on Facebook, and below you can see all of the lead data that’s collected in Mongoose Metrics when someone calls that number.
More specifically, you can see the date and time that a lead called, what their phone number is (in case you missed the call and need to call back) and how long the phone call lasted. You could also listen to a recording of the phone call if you had that option enabled. My contact uses phone call tracking to measure the results of her Facebook campaigns to make sure her posts and ads are helping her grow her studio!
A second type of trackable phone number is called a dynamic number. Using dynamic numbers requires adding a small snippet of code to your website. This code will dynamically change the phone number of your website each time a new visitor from an ad campaign comes to your site. That means Joe will see a different number than Jane and so on.
A dynamic phone number is useful in ad campaigns because there is little room for error. When you use a static number in a Facebook ad campaign, the lead may call the number they see in your ad or post OR they may click through to your website and call your regular phone number. In the case that they call your regular phone number they won’t get counted as a Facebook lead and you won’t receive any data about the call in your call tracking software dashboard. However, if you use a dynamic number you can be sure that everyone who clicks through from your campaign to your website will see a trackable number thus allowing you to count them as a Facebook lead and receive data about the call.
A client of mine using Call Tracking Metrics to setup dynamic phone numbers to track leads. Here’s what he can see in his dashboard:
The name and number of the caller, the source (being Facebook), the actual web page the person was on before he or she called, the date and time of the call and how long the call lasted. He also has call recording enabled so he can listen to each and every phone call that comes in through a trackable number. Just like my dance studio contact, this tracking allows my client to quantify how well his Facebook campaigns are doing beyond web leads (meaning people who fill out a contact form).
Using dynamic numbers is important for this client because his product is more complex than a dance class and the majority of people want to click-through to his website for more information before calling or making a purchase online.
Qualifying a Facebook Phone Call Lead:
When it comes to qualifying a web lead from your Facebook ad campaigns, unless you have a great CRM system in place, you may face some complications. However, call tracking software allows you to quickly and easily qualify phone call leads.
First, you can do a generic qualification of a phone call lead simply by looking at how long the call lasted. If a call lasts 5, 10, 15, 30 minutes that caller was likely pretty qualified. However, if a call lasts less than one minute you can probably assume that lead wasn’t a great one.
For example, here I would say that the call that lasted over an hour and a half (100 minutes) was probably very good, while the ones that lasted under 45 seconds were likely not as good.
Secondly, you can qualify the lead by listening to a recording of the phone call! If you aren’t the person who answers the phone, simply log into your call tracking software and listen to a sampling of the calls. You’ll get a good sense of how well your Facebook ad campaigns are performing by listening to the calls and see where in the sales funnel your leads are. Chances are, if they are calling in, they are pretty deep down the funnel and looking for final information to make a purchase.
However, there may be cases where a lot of the leads aren’t qualified. If you notice that a lot of the phone recordings are from people who don’t understand what your product or services is, then you have a website problem and it’s probably time to reassess the message your site is communicating to be clearer.
Even if that is the case, don’t be too frustrated, instead by glad that you were able to track your phone calls and now know what you need to improve!