Call pooling is a feature of CallTrackerFX and many other call tracking platforms that allows you to track session-level data for phone calls driven from marketing campaigns instead of just the marketing source. Session-level data includes:
- Page views
- Ad Click IDs
- Time on site
- And more
Call pooling is designed to track the same level of detail for session data as we would for forms in LeadmanagerFX within CallTrackerFX for phone calls.
How Does Call Pooling Work?
Call pooling is actually pretty simple. With standard dynamic number insertion, every visitor from a single channel will see the same number, which allows you to track phone calls back to that channel. Call pooling however is different. With call pooling, regardless of channel, every visitor to your site will see a unique number at any given time. You essentially buy a “Pool” of numbers and each unique visitor will be assigned a number from that pool. This number assigned to them allows tracking softwares like CallTrackerFX to then dynamically collect source/medium, as well as the session data like ad click ids, pageviews, and more.
With CallTrackerFX, we have a shared, or federated, number pool for all clients on PPC Pro or PPC enterprise. This allows us to use call pooling with any click driven from a PPC or CPC medium, which will include your Google Ads, Microsoft Ads, and AdTechFX campaigns. If the number isn’t called within a given time range, that number is released back to the pool for clients to use. If it is called, it’s assigned to that client.
Eventually we will have the functionality in MarketingCloudFX to buy a dedicated number pool. This woudl allow your client to use call pooling for all channels such as organic. It would also give your client more control over what area codes, number types (toll free vs local), etc they would like to use on their website.
How To Set Up Call Pooling In CallTrackerFX
The setup for this is very simple. Simply enable a CallTrackerFX number for any PPC channel you’d like to track (eg. AdtechFX, Google Ads, Microsoft Ads, etc). If the client is on PPC pro or enterprise, the federated will begin swapping in numbers for your clients website when they have a visitor from these channels.
Why Use Number Pooling?
Number pooling is crucial to use for ad campaigns targeting new callers. Without it, CallTrackerFX does not track the ad click ID. This means we can’t count PPC driven website calls as conversions in the ad campaign, and in turn smart bidding strategies will not have complete conversion data to optimize your campaigns toward.