Analysing The Call Outcome In Real Time In Google Universal Analytics

Analysing the call outcome in real time in Google Universal Analytics

Google’s latest incarnation of their reporting tool comes with additional features that are sure to be of interest to call tracking proponents who appreciate the ability to analyse call data within Google Analytics.

Delacon’s post call survey functionality is popular with our clients. This is a particularly useful feature that gives clients visibility on the outcome of a call.

After the conversation ends, the operator will be prompted to use their telephone keypad to enter post-call information. The call survey questions can be customised to suit your business requirements. As an example the sales consultant may be asked to:

  • Press 1 if the call was a sale (and the corresponding value of the sale)
  • Press 2 if the call was an enquiry
  • Press 3 if the call was a complaint

This post-call feedback survey data is available in Delacon’s reporting platform against the detailed call log.

You could analyse this data in the custom offline call report in Google Classic Analytics. This report is updated nightly and takes into account all calls including both calls that they were made during a web browsing session and at a later time when the caller is no longer engaged with a website.

While this data is valuable it was impossible to analyse the post-call data in real time – until now.

With the launch of Google Universal Analytics, marketers can now access this data as it’s generated. By clicking on behaviour, events, overview and event label you can see the post-survey fields automatically pulling through from the IVR. Select the corresponding label, whether that be a sale, enquiry or complaint to analyse the data collected from each post-call outcome. To see the value of the sales, click on the label “sale.”

With this real-time data, marketers can make on-the-fly choices that could affect the overall success or failure of a marketing campaign. In today’s competitive environment it’s no longer sound business sense to make optimisation decisions once the campaign has wrapped. By harnessing the power of both Delacon’s call tracking solution and Google Universal Analytics you’ll be able to make informed decisions as the initiative unfolds.

In addition – because this data is directly connected to a live browsing session, you can also add the secondary dimension of “keyword match type” to link the paid keywords to the post-call outcome. This way – you can gain additional insights into the prospect’s journey before they picked up a phone and attribute the call outcome to their journey so far as it’s unfolding.

Lyndon Barnett

Lyndon has always been fascinated by technology.