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Infusionsoft Call-Tracking Reports with turboDial

The purpose of Call-tracking reports is to help you direct your marketing investment to the activities that bring the best results. Call-tracking is a method of attributing inbound calls to specific marketing programs.   When you have Call-tracking reports you can continually improve your marketing results based upon the data those reports provide.

The Hosted Voice upgrade in turboDial produces an Infusionsoft Note Record for every Inbound call, and that information allows you to produce Call-tracking reports from the data stored in Infusionsoft. Phone numbers can be easily and inexpensively acquired (see Acquiring Inbound Numbers), so that you can create unique Inbound telephone numbers for each of your marketing activities.

Twilio has published a useful blog article on how to use acquired phone numbers in marketing: Call Attribution. The following is an excerpt:

While your ad spend across search, social, display ads, and other channels might be generating phone calls, you won’t know how each ad source is performing because you can’t measure the effect of different variables within each channel.

With call tracking, a number programmed to forward all calls to the business—instead of the business’ actual phone number—is displayed in an ad. This programmable phone number maintains an easily accessible store of metadata on each call such as caller ID, timestamp, call duration, and more. By only displaying this number on a particular campaign, ad, or impression, you can accurately measure its ability to generate calls.

Prerequisite: Report and Dashboard Training

There are several resources that you will need to be familiar with to produce Call-tracking reports.  Please familiarize yourself with these before proceeding.

  1. The first step is to become familiar with Infusionsoft Dashboard reports – see Infusionsoft’s Support Documents.
  2. The next step is to learn how to create Infusionsoft reports from turboDial Note Records and how to create turboDial Dashboard statistical summaries – see Dashboard Reports. The video under Reports About Calls shows detailed steps to create reports and statistics.
  3. Finally, learn specifically about Infusionsoft reports for Inbound Calls – see the section on Inbound Dashboard Reports.

The mechanics to produce the Infusionsoft Dashboard example below are explained in the previously mentioned links, so this page will only summarize the steps at a high level.

Call-Tracking Example Scenario

The purpose of this Infusionsoft Dashboard example is to give ideas for how information can be organized, to use as a starting point in generating your own reports. This page provides an example of Infusionsoft Call-tracking for two Inbound numbers that have been acquired for associated promotional events, and will show call traffic for “yesterday”. Data for two Users (Agents who are handling the Inbound calls) is also included.

  1. Spring Sale: +19527772701.
  2. Weekend Specials: +19523146150.
Infusionsoft Call-Tracking Saved Reports

For this example, nine Infusionsoft Task Note reports need to be created and saved. The first report will be displayed directly on the Dashboard with an Infusionsoft Saved Report Widget.  The remaining eight reports are used for summary metrics displayed by Custom Statistics Widgets.

Reports

Infusionsoft Task Note Reports to be created and saved:

  1. Inbound Call Report for Yesterday (all calls).
  2. Inbound Call Report for Yesterday for Spring Sale.
  3. Inbound Call Report for Yesterday for Spring Sale with User=Debbie.
  4. Inbound Call Report for Yesterday for Spring Sale with User=Bill.
  5. Inbound Call Report for Yesterday for Spring Sale with Call Outcome=Agreed to Buy.
  6. Inbound Call Report for Yesterday for Weekend Specials.
  7. Inbound Call Report for Yesterday for Weekend Specials with User=Debbie.
  8. Inbound Call Report for Yesterday for Weekend Specials with User=Bill.
  9. Inbound Call Report for Yesterday for Weekend Specials with Call Outcome=Agreed to Buy.
Infusionsoft Call-Tracking Dashboard

The Infusionsoft Dashboard example includes four separate Infusionsoft Widgets (data panels). The first is an Infusionsoft Saved Report Widget which displays a Saved Report of Inbound Call Report for Yesterday, and the remaining three are Infusionsoft Custom Statistic Widgets summarizing the Inbound call data:

Saved Report Widget

Hint: to set the interval of the report in Infusionsoft to Yesterday, under Edit Criteria/Columns, in the Misc Criteria tab, in Completion Date Custom Interval, type 1 in the first box for 1 day ago, and type -1 in the 2nd box for -1 day after today (which means yesterday).

Custom Statistic Widgets

Custom Statistic Widget #1 – Inbound Call Summary – Yesterday. This is a high level statistical summary – using the Infusionsoft Custom Statistic Widget.  Each statistic summarizes a specific Saved Report.

Custom Statistic Widget #2 – More detailed breakdown for Spring Sale Yesterday.

Custom Statistic Widget #3 – More detailed breakdown for Weekend Specials Yesterday.

How Infusionsoft Saved Reports are used in the Custom Statistic Widgets

When you create a Custom Statistic Widget on the Infusionsoft Dashboard, you can add statistical summaries of Saved Reports to show the following types of summaries:

  • Count – Shows how many records there are in the report
  • Sum- Adds up the numbers from a selected column in the report
  • Max – Shows the biggest number from a selected column in the report
  • Min – Shows the smallest number from a selected column in the report
  • Average – Calculates the average of the numbers from a selected column in the report

The Infusionsoft Custom Statistics Widgets in our example use Count and Average summaries.

Example Infusionsoft Custom Statistic Widgets with Added Stats

  1. Custom Statistic Widget: Inbound Call Summary
    Includes stats for the following:

    1. Count: Inbound Call Report for Yesterday
    2. Count: Inbound Call Report for Yesterday for Spring Sale
    3. Count: Inbound Call Report for Yesterday for Weekend Specials
  1. Custom Statistic Widget: Spring Sale Yesterday Summary
    Includes stats for the following:

    1. Count: Inbound Call Report for Yesterday for Spring Sale
    2. Average Duration: Inbound Call Report for Yesterday for Spring Sale
    3. Count: Inbound Call Report for Yesterday for Spring Sale with User=Bill
    4. Count: Inbound Call Report for Yesterday for Spring Sale with User=Debbie
    5. Count: Inbound Call Report for Yesterday for Spring Sale with Call Outcome=Agreed to Buy
  1. Custom Statistic Widget: Weekend Specials Yesterday Summary
    Includes stats for the following:

    1. Count: Inbound Call Report for Yesterday for Weekend Specials
    2. Average Duration: Inbound Call Report for Yesterday for Weekend Specials
    3. Count: Inbound Call Report for Yesterday for Weekend Specials with User=Bill
    4. Count: Inbound Call Report for Yesterday for Weekend Specials with User=Debbie
    5. Count: Inbound Call Report for Yesterday for Weekend Specials with Call Outcome=Agreed to Buy
Call-Tracking Data Analysis

Now that we have some tracking data we can review it to determine if there are some ways to improve the results we gain from our advertising investment.

We have two advertising campaigns that we are comparing. For those campaigns, the amount spent in advertising, products being advertised, price offered, and ad copy were all the same. The one factor that changed between the campaigns was the advertising medium:

  1. Weekend Special (314-6150 Inbound number) – Delivered in Internet Display advertising
  2. Spring Sale (777-2701 Inbound number) – Delivered in a mail flyer, using a purchased mailing list

We analyze two metrics from our statistics:

  1. Number of Inbound Calls
  2. Number of Agreed to Buy Outcomes

Looking at the data, we see that the Inbound Call Summary for yesterday shows almost double the number of Inbound calls into the Weekend Specials number (11 calls) when compared to the Spring Sales number (6 calls).

We might conclude that the Weekend Special advertising using the Internet was more effective. But, when we analyze the Agreed to Buy metric, we see that the Spring Sale had 4 Agreements to Buy versus only 1 Agreement to Buy for the Weekend Specials.

We conclude that our advertising dollars using the flyer mailed to a purchased mailing list was better targeted to customers for our products, and deserves more of our advertising investment.

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