Step 1
10 Steps to Solve Your Marketing Data Mystery With Invoca
Phone calls are make-or-break moments in the customer journey — it’s when customers reach out to make purchases, schedule appointments, get questions answered, and forge authentic human connections. It’s why calls are often the most valuable and engaged leads marketers can drive. If you don’t take them into account, you could be seriously underreporting your ROI.
In this eBook, we’ll share a step-by-step guide of how you can use conversation intelligence to track phone calls so you can make smarter marketing optimizations and build an ironclad case for more budget.
Activate Trackable Phone Numbers on Your Website
The first step to solving your marketing data mystery is to use trackable numbers on your website so you can capture analytics from calls. This enables you to make a 1-to-1 connection between each caller and their online activity that preceded the call, including which campaigns, keywords, and webpages they engaged with.
With call tracking enabled you can immediately begin analyzing your calls and start seeing value on day one. Invoca seamlessly routes calls from the dynamic numbers to the same number it replaced on your website, so callers won’t notice the difference. It also has zero impact on your existing call routing or telephony.
Once you have trackable numbers set up on your website, you can get accurate attribution for your marketing-driven phone conversions. Here is where solving the mystery gets interesting! For example, you may believe a campaign is underperforming when it shows a low web conversion rate. But when you use Invoca, you may uncover that it’s driving more phone call conversions — and higher value sales — than your other campaigns. Remember the goal is conversions, not just calls.
This visibility allows you to double down on what’s working, cut what’s not, and make sure every dollar is generating returns for your team.
Discover Which Channels Are Driving Phone Call Conversions
Step 2
Though phone calls are often the most valuable conversions your campaigns can drive, it’s important to understand that not EVERY phone call is a qualified lead. Some of the calls your marketing campaigns drive are red herrings — they’re non-sales-related inquiries that don’t impact revenue generation.
That’s why it’s not enough to rely on metrics about click-to-call button presses — you also need to get data from the ensuing phone conversation. Invoca conversation intelligence uses AI to analyze the outcome of each phone call, so you can determine which calls actually impacted sales and revenue.
With these insights, you can make smarter optimizations to generate more high-value phone leads and cut wasted spend on campaigns driving non-sales-related calls.
Use AI to Weed Out Red Herring Phone Calls
Step 3
The last thing you want is another tool in your already crowded tech stack. According to a recent study, the average marketer uses
12 software tools, with some reporting up to 31! This kind of clutter complicates workflows, making it a challenge to access your data where you need it when you need it.
Invoca doesn’t add clutter to your tech stack — it is a performance multiplier for the marketing tools you’re already using every day. Invoca’s deep integrations deliver all of the powerful conversation intelligence data you need without changing your existing workflows. You can activate conversation intelligence data in your CDP, CRM, digital advertising stack, analytics tools, digital experience tools, and more.
Integrate Conversation Intelligence with Your Martech Tools
Step 4
One of Invoca’s most powerful features for digital marketers is its
integration with Google Ads. When you push Invoca data into
Google Ads, you can see not only the online conversions your ads
are driving, but the phone call conversions as well. This allows you to visualize the entire customer journey and make smarter optimization decisions to improve your ROI.
You can also use Invoca data to inform the Google Ads Smart Bidding algorithm. Smart Bidding will weigh the value of your phone call conversions in its bidding strategy, and automatically adjust bidding
to drive more return for every dollar you spend. This allows you to automate your results at scale and make the most of your budget.
Improve Google Ads Returns with Call Conversion Data
Step 5
Nothing proves your value to leadership like showing them the money! You can tie the phone call conversions your marketing efforts are driving directly to revenue by integrating Invoca with Salesforce. The integration automatically matches closed-won revenue captured in Salesforce with the digital campaigns, ad placements, and paid search keywords that are driving the initial customer interest, even if the sale happens weeks later. This helps you shift budgets into campaigns that are driving high returns and away from campaigns that are less efficient, increasing overall return on advertising spend.
Invoca’s Salesforce integration can be a valuable asset for proving the value of your team’s work to leadership and making the case for more budget.
Integrate Invoca with Your CRM for Revenue Matchback
Step 6
Phone calls are one of the richest sources of customer data — in these conversations, your customers are literally telling you what they want and how to make them happy. But it’s difficult for marketers to identify trends and unlock these insights. A manual approach isn’t feasible or scalable — what are you going to do, listen to hundreds of call recordings and jot down notes?
Invoca makes it easy to unlock insights from your phone conversations at scale. You can use its AI to automatically search every phone conversation for phrases of your choosing. Or, if you don’t know what to look for, the AI can automatically surface common trends.
Investigate What’s Happening in Phone Conversations
Step 7
A strong retargeting strategy is critical to the success of your digital marketing program. It’s much easier to sell to a consumer who is already “warm” than trying to start from scratch with someone who has never heard of your brand. But if you’re blasting consumers over and over again with the same irrelevant ads, you won’t earn their business, you’ll just annoy them — and waste your ad dollars.
With Invoca, you can retarget callers based on the content of their phone conversations. This increases conversions by serving customers with the right ads at the right time.
Determine the Right Retargeting Strategies to Stretch Your Budget
Step 8
If you’re anything like the average company, 25% of your inbound phone calls don’t get answered — and you don’t even know it’s happening. Some of those calls are valuable leads that your marketing team drove with digital ads — when no one picks up the phone, that budget is wasted.
To solve this problem, Invoca can sort your missed calls by marketing campaign, hour of the day, day of the week, location, region, or line of business. This allows you to understand the root cause of your missed calls and make the proper adjustments to reduce them.
In addition, Invoca can identify high-value missed calls, where callers pressed “1” to speak to a sales agent or abandoned an online shopping cart. This helps your agents prioritize their follow-ups and more efficiently recover lost sales.
Identify if Missed Calls Are Harming Your Conversion Rates
Step 9
In order to make an ironclad case for more marketing budget, you need to put the
right data in front of your leadership team. Not only that, but you need to format it
in a way that’s easy to digest and clearly shows your impact on business goals.
The Invoca platform allows you to create customized dashboards with real-time data and KPIs related to your call tracking campaigns. These dashboards are easy to create and can be customized to show specific data points relevant to your organization’s goals.
Invoca also offers an array of sharing and publishing options — you can publish dashboards within the platform for other users, send dashboard links to non-users, or export them as PDFs. This allows you to share a curated view of the data most relevant to your team members, and guarantees teams are aligned around the same analytics.
Present Your Case to Leadership with Easy-to-Configure Dashboards
Step 10
NEXT
BACK
Optimizations you can make with phone conversation insights:
Updating your ad copy to reflect how customers speak about your products and services
Discovering new paid search keywords to bid on
Retargeting each customer based on the interests they expressed over the phone
(more on this in the next section)
Correcting customer experience issues
that are harming conversion rates
Tweaking sales scripts to increase
phone lead close rates
•
•
•
•
•
Retarget callers who didn’t make a purchase with ads for the products they mentioned over the phone
Retarget callers who bought over the phone with ads for relevant companion purchases
Retarget callers who expressed price sensitivity with ads touting a special discount code
Suppress callers who bought over the phone from seeing future ads for that product or service
•
•
•
•
Retargeting and suppression strategies marketers use with Invoca:
Sample Invoca report showing the marketing channels driving sales calls
Invoca sample report showing how many phone calls were qualified leads and how many converted
Sample Invoca missed calls report sorted by business location
Sample report from Invoca's customizable dashboards
Sample report generated by Invoca's Salesforce integration
Invoca has deep integrations
with the leading martech tools
Example of an Invoca trackable phone number in a website header
REQUEST A DEMO
The first step to solving your marketing data mystery is to use trackable numbers on your website so you can capture analytics from calls. This enables you to make a 1-to-1
connection between each caller and their online activity that preceded the call, including which campaigns, keywords, and webpages they engaged with.
With call tracking enabled you can immediately begin analyzing your calls and start seeing value on day one. Invoca seamlessly routes calls from the dynamic numbers to the same number it replaced on your website, so callers won’t notice the difference. It also has zero impact on your existing call routing or telephony.
Activate Trackable Phone Numbers on Your Website
1 / 10
Once you have trackable numbers set up on your website, you can get accurate attribution for your marketing-driven phone conversions. Here is where solving the mystery gets interesting! For example, you may believe a campaign is underperforming when it shows a low web conversion rate. But when you use Invoca, you may uncover that it’s driving more phone call conversions — and higher value sales — than your other campaigns. Remember the goal is conversions, not just calls.
This visibility allows you to double down on what’s working, cut what’s not, and make sure every dollar is generating returns for your team.
Discover Which Channels Are Driving Phone Call Conversions
2 / 10
Though phone calls are often the most valuable conversions your campaigns can drive, it’s important to understand that not EVERY phone call is a qualified lead. Some of the calls your marketing campaigns drive are red herrings — they’re non-sales-related inquiries that don’t impact revenue generation.
That’s why it’s not enough to rely on metrics about click-to-call button presses — you also need to get data from the ensuing phone conversation. Invoca conversation intelligence uses AI to analyze the outcome of each phone call, so you can determine which calls actually impacted sales and revenue.
With these insights, you can make smarter optimizations to generate more high-value phone leads and cut wasted spend on campaigns driving non-sales-related calls.
Use AI to Weed Out Red Herring Phone Calls
3 / 10
The last thing you want is another tool in your already crowded tech stack. According to a recent study, the average marketer uses
12 software tools, with some reporting up to 31! This kind of clutter complicates workflows, making it a challenge to access your data where you need it when you need it.
Invoca doesn’t add clutter to your tech stack — it is a performance multiplier for the marketing tools you’re already using every day. Invoca’s deep integrations deliver all of the powerful conversation intelligence data you need without changing your existing workflows. You can activate conversation intelligence data in your CDP, CRM, digital advertising stack, analytics tools, digital experience tools, and more.
Integrate Conversation Intelligence with Your Martech Tools
4 / 10
One of Invoca’s most powerful features for digital marketers is its integration with Google Ads. When you push Invoca data into Google Ads, you can see not only the online conversions your ads are driving, but the phone call conversions as well. This allows you to visualize the entire customer journey and make smarter optimization decisions to improve your ROI.
You can also use Invoca data to inform the Google Ads Smart Bidding algorithm. Smart Bidding will weigh the value of your phone call conversions in its bidding strategy, and automatically adjust bidding to drive more return for every dollar you spend. This allows you to automate your results at scale and make the most of your budget.
Improve Google Ads Returns with Call Conversion Data
5 / 10
Nothing proves your value to leadership like showing them the money! You can tie the phone call conversions your marketing efforts are driving directly to revenue by integrating Invoca with Salesforce. The integration automatically matches closed-won revenue captured in Salesforce with the digital campaigns, ad placements, and paid search keywords that are driving the initial customer interest, even if the sale happens weeks later. This helps you shift budgets into campaigns that are driving high returns and away from campaigns that are less efficient, increasing overall return on advertising spend.
Invoca’s Salesforce integration can be a valuable asset for proving the value of your team’s work to leadership and making the case for more budget.
Integrate Invoca with Your CRM for Revenue Matchback
6 / 10
Phone calls are one of the richest sources of customer data — in these conversations, your customers are literally telling you what they want and how to make them happy. But it’s difficult for marketers to identify trends and unlock these insights. A manual approach isn’t feasible or scalable — what are you going to do, listen to hundreds of call recordings and jot down notes?
Invoca makes it easy to unlock insights from your phone conversations at scale. You can use its AI to automatically search every phone conversation for phrases of your choosing. Or, if you don’t know what to look for, the AI can automatically surface common trends.
Investigate What’s Happening in Phone Conversations
7 / 10
A strong retargeting strategy is critical to the success of your digital marketing program. It’s much easier to sell to a consumer who is already “warm” than trying to start from scratch with someone who has never heard of your brand. But if you’re blasting consumers over and over again with the same irrelevant ads, you won’t earn their business, you’ll just annoy them — and waste your ad dollars.
With Invoca, you can retarget callers based on the content of their phone conversations. This increases conversions by serving customers with the right ads at the right time.
Determine the Right Retargeting Strategies to Stretch Your Budget
8 / 10
If you’re anything like the average company, 25% of your inbound phone calls don’t get answered — and you don’t even know it’s happening. Some of those calls are valuable leads that your marketing team drove with digital ads — when no one picks up the phone, that budget is wasted.
To solve this problem, Invoca can sort your missed calls by marketing campaign, hour of the day, day of the week, location, region, or line of business. This allows you to understand the root cause of your missed calls and make the proper adjustments to reduce them.
In addition, Invoca can identify high-value missed calls, where callers pressed “1” to speak to a sales agent or abandoned an online shopping cart. This helps your agents prioritize their follow-ups and more efficiently recover lost sales.
Identify if Missed Calls Are Harming Your Conversion Rates
9 / 10
In order to make an ironclad case for more marketing budget, you need to put the
right data in front of your leadership team. Not only that, but you need to format it
in a way that’s easy to digest and clearly shows your impact on business goals.
The Invoca platform allows you to create customized dashboards with real-time data and KPIs related to your call tracking campaigns. These dashboards are easy to create and can be customized to show specific data points relevant to your organization’s goals.
Invoca also offers an array of sharing and publishing options — you can publish dashboards within the platform for other users, send dashboard links to non-users, or export them as PDFs. This allows you to share a curated view of the data most relevant to your team members, and guarantees teams are aligned around the same analytics.
Present Your Case to Leadership with Easy-to-Configure Dashboards
10 / 10
Retarget callers who didn’t make a purchase with ads for the products they mentioned over the phone
Retarget callers who bought over the phone with ads for relevant companion purchases
Retarget callers who expressed price sensitivity with ads touting a special discount code
Suppress callers who bought over the phone from seeing future ads for that product or service
•
•
•
•
Retargeting and suppression strategies marketers use with Invoca:
STEP 1
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STEP 3
STEP 4
STEP 5
STEP 6
STEP 7
STEP 8
STEP 9
STEP 10
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LAST PAGE
REQUEST A DEMO
50% increase
in order volume from non-branded paid search keywords
50% increase
in total revenue from non-branded paid search keywords
80% reduction
in wasted ad spend
2x increase
in close rate at the contact center
30% increase
in ROAS from digital marketing and affiliate programs
50% lower
overall cost-per-call
14% increase
in conversion rates from job applicant calls
59% increase
in annual call volume from Google Ads
50% increase
in phone sales conversions from paid search
20% increase
in sales inquiries from paid search
No increase
in cost-per-lead
33% increase
in leads from paid search
Over 30%
rise in the number
of booked calls
Over 20%
boost in call
conversion rate
Over 10%
increase in bookings — with no incremental spend
20%
increase in
conversion rate
20%
reduction in CPA
60%
reduction in
click-to-call CPA
$3 million+
in cost savings
60% increase
in conversion rate
15x lift
in conversions
500% lift
in ROAS
2x increase
in volume of
qualified leads
18% lift
in net revenue from paid search campaigns
82% two-year decrease
in cost-per-acquisition from Google paid search
Marketers at leading organizations know that they need the right data to defend their budgets and prove the value of every conversion they drive. That’s why they use Invoca conversation intelligence. Below are some of the incredible results leading companies have achieved with Invoca. Click the arrows to learn more:
Marketers from Leading Companies Crack the Case with Invoca
Charlie Farrell
“The results with Invoca’s Google Ads integration have been phenomenal, to say the least. The benefits are constantly compounding with such minimal lift for the returns. I’ve never had a product where I spend more time selling people on the results than doing the work to get it going.”
Senior Manager of Search Engine Marketing at Rogers Communications
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BACK
REQUEST A DEMO
Marketers from Leading Companies Crack the Case with Invoca
2x increase
in volume of
qualified leads
18% lift
in net revenue from paid search campaigns
82% two-year decrease
in cost-per-acquisition from Google paid search
60% increase
in conversion rate
15x lift
in conversions
500% lift
in ROAS
20%
reduction in CPA
60%
reduction in
click-to-call CPA
$3 million+
in cost savings
20%
increase in
conversion rate
Over 30%
rise in the number
of booked calls
Over 20%
boost in call
conversion rate
Over 10%
increase in bookings — with no incremental spend
No increase
in cost-per-lead
33% increase
in leads from paid search
50% increase
in phone sales conversions from paid search
20% increase
in sales inquiries from paid search
59% increase
in annual call volume from Google Ads
14% increase
in conversion rates from job applicant calls
50% lower
overall cost-per-call
2x increase
in close rate at the contact center
30% increase
in ROAS from digital marketing and affiliate programs
50% increase
in total revenue from non-branded paid search keywords
80% reduction
in wasted ad spend
50% increase
in order volume from non-branded paid search keywords
NEXT PAGE
LAST PAGE
REQUEST A DEMO
