Methods for building web analytics through call tracking.

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What is the problem with web analytics in B2B?
In B2B, a significant share of sales occurs through calls. If you sell a specific product, for example, a pipe rolling plant, be prepared for your potential client to call to clarify unclear points. This is the main problem for web analytics in B2B - a large number of calls. For example, in B2C, most clients come through online applications or online consultants, so in this segment, it is quite easy to build web analytics using counters and CRM links.


Recording calls via user_id.
Accounting for calls through dynamic call tracking.

"I will say that I do not like either method - both have pitfalls. But, unfortunately, more advanced and precise methods do not exist today. Therefore, everyone is free to choose - slovenia consumer email list the first, the second, or neither," notes Alexander Egorov.


Recording calls via user_id

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User_id is a unique code assigned to each website visitor. The website given as an example by Alexander Egorov shows the code in the shopping cart number. Accordingly, each visitor has their own code. When calling a company, it is important that the manager who answers the call finds out the user's unique user_id. "The accuracy of this method depends on how well the user_id is "hidden" and how cleverly the managers can find out this information from the client."

Another method that is often used by online stores: user_id is “sewn” into the product code. When calling, the client is asked to name the product code, in which the last four digits are user_id . Sometimes user_id is hidden in promo codes or inserted into the site header.

If user_id is used to track calls, the scheme with attracting traffic and building web analytics is transformed as follows:


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The site receives traffic marked with a unique code. When a user makes a call, the operator must find out the user_id of this user and enter it into the CRM. If a sale occurs as a result of this call, a deal is formed, and information about the profit for a specific user_id is transferred to the statistics. Thus, it is possible to accurately calculate the sale price, revenue, profit, ROI.