Google Analytics

If you've got a website, you'll probably already be using Google Analytics to track your web activity and inform the changes you make to your site. But are you accounting for calls you're getting prompted by visitors to your website?

Google Analytics has many advanced features for tracking website activity, but, by default, doesn't track phone calls generated by visitors to your site. TTNC's Google Analytics integration allows you set-up campaigns and record inbound calls generated by your website or other online advertising channels.

Creating a New Campaign

Before you can integrate your call data with Google Analytics, you'll need to create a campaign in myTTNC.

Log into myTTNC by going to www.myttnc.co.uk
Click on Call Data in the left-hand menu.

Click on Google Analytics and click Create Campaign

Fill out the campaign details:

Campaign name: this will appear in Google Analytics to enable your comparisons.
Google Account ID: this is the ID Google assigned to your site when tracking web data through Google Analytics.
Domain: The domain the Google Analytics Account ID refers to, e.g. www.ttnc.co.uk

Click the Save Changes button to create the new campaign.

Tracking online activity

Once you've created a campaign, you need to add tracking numbers.

Important: Before you start to allocate numbers to track specific conditions, you need to designate an 'Offline/Static' number to show on your website when none of the specific conditions you're tracking online are met.

Log into myTTNC by going to www.myttnc.co.uk
Click on Call Data in the left-hand menu.

Click on Google Analytics, click on the three dots next to the campaign you wish to add tracking to and click Edit

Click Add Tracking

Select the Tracking Type:

Offline/Static: this will show on your website when none of the specific conditions you're tracking online are met. You must set this number up first on your campaign.
Referrer: enter the full referring domain you want to track with a number (e.g. www.google.com, www.bing.com, etc.). Any visitor to your site that arrived there from the domain will see this number on your website. Therefore any calls to that number will be tracked.
Adwords: you can designate a number to track phone calls from visitors to your website, that got there via a Google Adwords Ad.
Keyword: enter a keyword you want to track calls for (e.g. widget, blue widget, widget blue, etc.). Anyone who finds your site using that keyword will see the designated number to call.

Select the Event Type: interactive or non-interactive. Interactive events count towards bounce rates within Google Analytics. Therefore, non-interactive is likely the most appropriate.
Enter a description. This is only shown within the Campaign table, for ease of identification.
Select the Label Data: Caller Location or Number Alias.
Finally, select the number you want to use for the tracking. Once all the information is added click Add

Adding the code to your website

Once you've added an online tracking number, you will see a text box containing the code required to add the tracking number to your website. Place this code wherever you want the phone number to show and it will dynamically change the phone number displayed to the visitor based on the conditions you've set to track.

If no conditions are met: the default number will be displayed;
If a single condition is met: the relevant number is displayed;
If multiple conditions are met: then we will display the number based on this order:

Keyword
Google Adwords
Referring Domain

Tracking offline activity

You can also track any offline activity through Google Analytics.

Log into myTTNC by going to www.myttnc.co.uk
Click on Call Data in the left-hand menu.

Click on Google Analytics, click on the three dots next to the campaign you wish to add tracking to and click Edit

Click Add Tracking

Select the Tracking Type:

Offline/Static: this will show on your website when none of the specific conditions you're tracking online are met. You must set this number up first on your campaign.
Referrer: enter the full referring domain you want to track with a number (e.g. www.google.com, www.bing.com, etc.). Any visitor to your site that arrived there from the domain will see this number on your website. Therefore any calls to that number will be tracked.
Adwords: you can designate a number to track phone calls from visitors to your website, that got there via a Google Adwords Ad.
Keyword: enter a keyword you want to track calls for (e.g. widget, blue widget, widget blue, etc.). Anyone who finds your site using that keyword will see the designated number to call.

Select the Event Type: interactive or non-interactive. Interactive events count towards bounce rates within Google Analytics. Therefore, non-interactive is likely the most appropriate.
Enter a description. This is only shown within the Campaign table, for ease of identification.
Select the Label Data: Caller Location or Number Alias.
Finally, select the number you want to use for the tracking. Once all the information is added click Add

Viewing Your TTNC Call Data in Google Analytics

When a call is made to a number associated with the campaign you have just created, the information will be recorded as an Event in your Google Analytics account.

To check the call data, log into your Google Analytics account.

Call data can be viewed in two different sections, the 'Real-Time' section and from within the 'Behaviour > Events' section.

In the 'Real-Time' section, the Call data is shown in the 'Events' report. This will show every call which has been placed in the last minute or so.

There is an option below the 'Right Now' section, called 'Events (Last 30 mins)' which shows events which have occurred in the last 30 minutes.

Clicking on the 'Event Category' (Showing 'Online Calls' and 'Offline Calls') or 'Event Actions' (showing 'Answered Calls', 'Missed Calls' or 'Voicemail') will drill down deeper into the Phone Calls.

The second section which shows call data is the 'Events' sub-section, within 'Behaviour'.

There are three reports which show call details. The first is the 'Overview' report this shows high-level information from the calls received.

You can change the 'Top Events' focus from 'Event Category' to either 'Event Action' or 'Event Label' which drills down into the numbers called.

The second useful report is the 'Top Events' report gives more information about the calls. You can change the 'Primary Dimension' from 'Event Category' to 'Event Action' or 'Event Label'.

The final useful report is the 'Events Flow' report which gives a more visual representation of the call movement.

This is just scraping the surface of the integration between TTNC and Google Analytics, you can create custom reports and views showing an amalgamation of the call data and website visits to give a complete picture to your client interactions.