If we remember back to our initial goals, they are, in this order, inquiry calls, inquiry forms and increased brand awareness. If we set up our tracking URLs described in Part II correctly, Analytics will be able to tell us how many inquiry forms we have received as well as interest metrics such as Average Time on Site and Pages Per Visit for each campaign. In Part IV, I will review a few rich media tracking options to help the client better understand the awareness impact of their campaign.
Below is a quick illustration:
Marchex will dynamically replace the phone number in the website based on the campaign. And the best part is that the toll-free number will follow the user throughout the website. So if I click on the Banner Ad and get the toll-free number 800-333-3333 on the landing page, it will be the same on the About Us page, Contact Us page etc. Also, it will remember me for 30 days.
For Print, TV or Radio ads, you will have to register a vanity URL such as GoKilmurry.net for each campaign. Within the registrar you can set up a domain forward and set GoKilmurry.net to forward to the landing page using the correct tracking link.
In my next installment, I will detail exactly how to set up tracking URLs that will rewrite multiple phone numbers.