One of the best ways to measure the success of your SEO and digital marketing campaigns in Google Analytics is by setting up “goals”. Goals are actions that website visitors take that are important to a business’ strategies and objectives. Examples of goals including filling out a contact form, subscribing to a newsletter, staying on the page for a given amount of time, or calling the business’ phone number. For the purpose of this blog post, setting up the latter will be explained.
In order to be able to track visitors clicking your phone number of a mobile device, the number needs to be clickable. You can make a phone number clickable by inserting the following HTML in place of the phone number: <a href=”tel:555-555-5555″>555-555-5555</a>
Next, navigate to Google Analytics, click on Admin>Goals>New Goal. Name your goal something along the lines of “Clicked Phone Number”. Choose “Event” as the goal type and click “Next Step”. Next you will be required to enter a category, action and label. For this example we will use “Phone”, “Click”, and “Call”, respectively. Leave value blank and click create goal.
Now, navigate back to the backend of your website where you inserted the HTML click-t0-call code. Add the following code inside the opening a href tag: onclick=”ga(‘send’, ‘event’, ‘Phone’, ‘Click’, ‘Call’);”
Your updated code should now look like this: <a href=”tel:555-555-5555″ onclick=”ga(‘send’, ‘event’, ‘Phone’, ‘Click’, ‘Call’);”>555-555-5555</a>
You may test out the tracking code by navigating back to your Analytics. Click on Real-Time>Conversions. Click the phone number on your mobile device. If the code was properly inserted, you should see the data update after you click the phone number. If you’d like, you can assign a monetary value to each call to help translate it into real-world numbers.
Tracking phone calls through your website is just one of the many ways that Google Analytics can help track the success of your online campaigns. Learn more about conversion tracking here.