Key metrics of call tracking service technology to ensure advertising campaign efficiency

The Internet technologies development and the new consumer communicationchannels introduction presuppose the widespread use of analytical capabilities.Call tracking allows companies to get a complete picture of the client's actions,analyze advertising channels’ efficiency, and assess the quality of the call center. It isnecessary to take into account the analytics of incoming calls in companies that sellor book a service over the phone, as well as enterprises with complex or expensiveproducts and services that involve a long purchase cycle. The authors analyzed themain industries that need to implement call tracking technology and identified thekey metrics that should be taken into account when choosing a call tracking serviceto ensure the efficiency of advertising campaigns.