Google Analytics

Tracking phone calls using 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 site?

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.

  1. Log in by either clicking on the login button in the header or by going to www.myttnc.co.uk
  2. Click on the Call Statistics tab in the left hand menu.
  3. Click on Google Analytics.
Click the 'Google Analytics' link in the left hand menu

Click the 'Google Analytics' link in the left hand menu

  1. Fill out the three input boxes under Add new campaign:
    • 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
Enter the relevant information for your campaign

Enter the relevant information for your campaign

  1. When you're done, click the Add campaign 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 a default number. This will show on your website when none of the specific conditions you're tracking online are met.

  1. Log in by either clicking on the login button in the header or by going to www.myttnc.co.uk
  2. Click on the Call Statistics tab in the left hand menu.
  3. Click on Google Analytics.
Click the 'Google Analytics' link in the left hand menu

Click the 'Google Analytics' link in the left hand menu

  1. Click the Edit campaign button alongside the campaign you want to edit.
Click the 'Edit Campaign' button

Click the 'Edit Campaign' button

  1. Under Add Online Tracking, select the tracking type:
    • Default: 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.
    • 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.
    • 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 site. Therefore any calls to that number will be tracked.
    • CPC: you can designate a number to track phone calls from visitors to your website, that got there via a Google Adwords Ad.
Select the type of tracking number from the drop down

Select the type of tracking number from the drop down

  1. Choose an event type of interactive or non-interactive. Interactive events count towards bounce rates within Google Analytics, therefore, non-interactive is likely the most appropriate.
Choose between interactive and non-interactive

Choose between interactive and non-interactive

  1. In the value field enter the relevant information (either the keyword, referrer or CPC). This field is not available when setting up the default number.
Enter the relevant information

Enter the relevant information

  1. Select the number you want to use for the tracking.
Select a tracking number from the drop down

Select a tracking number from the drop down

  1. Click the 'Add' button to use this number for online tracking.

Adding the code to your website

Once you've added an online tracking number, you will be presented with a text box containing the code required to add the tracking number to your website. This code should be placed wherever you want the phone number to show and will dynamically change the phone number displayed to the visitor based on the conditions you've set to track.

  • If none of the conditions match: the default number will be displayed.
  • If multiple conditions are met: then we will display the number based on this order:
    1. Keyword
    2. Google Adwords
    3. Referring Domain

Tracking offline activity

You can also track any offline activity through Google Analytics.

  1. Log in by either clicking on the login button in the header or by going to www.myttnc.co.uk
  2. Click on the Call Statistics tab in the left hand menu.
  3. Click on Google Analytics.
Click the 'Google Analytics' link in the left hand menu

Click the 'Google Analytics' link in the left hand menu

  1. Click the Edit campaign button alongside the campaign you want to edit.
Click the 'Edit Campaign' button

Click the 'Edit Campaign' button

  1. Choose an event type of interactive or non-interactive. Interactive events count towards bounce rates within Google Analytics, therefore, non-interactive is likely the most appropriate.
Choose between interactive and non-interactive

Choose between interactive and non-interactive

  1. Select what should be sent to Google Analytics as the label, this can either be the callers geographic location, or the phone number's alias.
Select caller location or number alias to send to Google Analytics

Select caller location or number alias to send to Google Analytics

  1. Enter a description for this number, the description will be used as the medium on Google Analytics.
Enter a description

Enter a description

  1. Select the number you want to use for the tracking.
Select a tracking number from the drop down

Select a tracking number from the drop down

  1. Click the Add button to use this number for offline tracking.


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 is 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.

Real Time Events

Real Time Events

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.

Events - Overview report

Events - Overview report

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'

Events - Top Events report

Events - Top Events report

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

Events - Events Flow report

Events - Events Flow report

Obviously, 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.


What's Next

PAYG call credit

Google Analytics


Tracking phone calls using Google Analytics

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