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INSIGHTS

Insights

Practical writing on call tracking, lead quality and where marketing budget actually goes. Useful whether or not you ever become a customer.

Call tracking · Guides

What is call tracking, and how does it work?

Call tracking connects an inbound phone call to the marketing that caused it. How the number swapping works, what it tells you, what it costs, and whether it affects your Google rankings.

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Call tracking · Revenue attribution

How to measure offline marketing with tracking numbers

Directory listings, vans, print and signage are all measurable, using a method older and simpler than anything digital. What to put a number on, what businesses usually find, and the one thing to get right.

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What missed calls are costing you, and when they happen

Most businesses miss between 15% and 30% of inbound calls and have no idea, because a missed call leaves no record anywhere. Where the misses cluster, what they cost, and the order to fix them in.

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Guides · Lead quality

Conversation intelligence: what it is and what it actually does

Conversation intelligence means analysing what was said in an enquiry rather than recording that it happened. The four jobs it does, why classification carries most of the value, and what it is not.

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Revenue attribution

Why your CRM and your ad platform disagree about what a lead is worth

Google Ads says 84 conversions, the CRM says 51 leads, sales says 30 were worth having. Nothing is broken. Four reasons the numbers cannot match, and the one figure both systems can agree on.

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Call tracking for car dealerships: separating sales from aftersales

A dealership phone takes sales, service, parts and warranty calls on the same lines, and marketing gets credited for all of them. How to split them, and how to attribute enquiries down to the vehicle.

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Call tracking · Lead quality

Call tracking for law firms: qualifying enquiries without listening to every call

Legal enquiry volume is easy to buy and instructions are not. Why cost per enquiry misleads in legal, how to qualify at scale, and the recording and retention questions a regulated firm has to settle first.

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Call tracking for estate agents: which marketing actually books valuations

Most agency enquiries arrive by phone and most agency reporting cannot say where they came from. Separating vendor calls from applicant calls, and why branch level attribution matters more here than anywhere.

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Call tracking · Guides

What call tracking costs in the UK, and what changes the price

UK call tracking is a monthly plan plus the minutes you use. What sits behind the headline price, the four questions that catch people out, and how to work out whether it pays for your business.

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