Why Track Facebook Call Conversions?

Considering users spend about 80 percent of their social media time on mobile, it’s imperative that businesses keep up with marketing best practices in order to effectively reach this audience. One such practice? Allowing users to reach you directly through social media.

But this concept goes well beyond simply responding to Facebook messages and interacting with visitors who stumble across your page. As BIA/Kelsey found in its survey on lead channels, the most valuable leads for many businesses are typically captured by phone. This is why your business needs to find a way to have users call you directly from Facebook — and track those phone calls to analyze your audience and properly optimize your campaigns. That’s where Facebook’s Call Now button and third-party call tracking software come into play.

About Facebook Call Now

Facebook’s Call Now feature allows users to dial businesses directly from targeted Facebook ads, making it easier than ever to reach the businesses that interest them.

On the flipside, it’s just as easy for businesses to add this feature themselves. Simply log in to your page, select a Facebook ad call-to-action, choose the geographic area you want to target and set your budget. You’ll then have your very own targeted Facebook ad with a Call Now button that entices your audience to click and call. To track your Facebook ad’s performance, you can use the Facebook call-to-action metric (accessible from the Notifications tab on your Page) to measure reach, impression and Call Now clicks.

But adding a Call Now button to your Facebook ads is only one part of bridging the gap between social media and phone calls, and the information from Facebook Analytics doesn’t delve as deep as it could. You need a way to accurately track, measure and analyze incoming calls from Facebook to gain the most valuable insights about your hottest leads.

Adding Facebook call tracking (particularly for local awareness ads) is crucial for businesses who want to learn how to better reach today’s customer. This effective tool can help you gain a more thorough understanding of your Facebook ads’ performance in order to properly optimize your social media marketing strategy and win more call conversions.

Below is what the button looks like in a mobile newsfeed, using CallRail as an example. Next, let’s dive into how to get it set up for your business.

Here's an example of what Call Now buttons on Facebook look like. These buttons show up on mobile newsfeeds so users can click to call directly from the ad.
Here’s an example of what Call Now buttons on Facebook look like. These buttons show up on mobile newsfeeds so users can click to call directly from the ad.

How to Use Facebook Call Tracking

To begin tracking incoming calls from Facebook, you’ll first want to choose a call tracking service that’s able to integrate with social media and provide call tracking numbers as needed for your Facebook campaigns.

With a tracking number included on your Facebook ad, there’s no question about where the call came from: You’ll know exactly which ad led to the call, thanks to campaign level call tracking.

This is extremely valuable information that can be used to further optimize your mobile advertising campaigns. Think about it: If you know which ads are driving phone calls to your business, you’ll know exactly which campaigns deliver your best leads.

With social media call tracking in place, you’ll also gather important data such as the caller’s phone number and location, as well as the duration, date and time of the call. And depending on your provider, you can gain access to other valuable features such as call recording and advanced reporting to dive even deeper into marketing analysis. All of these details are key to further optimizing your campaigns and nurturing your leads into loyal customers.

Example of Facebook Call Tracking in Action

Curious about how all of this actually plays out? Here’s an example of how Facebook’s call button and call tracking can work together to deliver tangible results for your business.

Let’s say you own a local pizza parlor. You start using Facebook ads to target nearby users— you even get really specific and target hungry users who are within a mile of your business.

A targeted Facebook ad is great, but a targeted Facebook ad with a Call Now button is even better. While nearby users are out and about on their phones, they can click to call your business and place an order for pickup while they’re on the go (or delivery if they’re sitting at home, scrolling through their News Feeds).

Do you see the value here? By placing a Facebook Call Now button on your targeted ads, you’re making it easy to turn Facebook users who are “just looking” into paying customers.

The Call Now button has been driving so many sales for your business, which is awesome! But you decide that you want more information about your customers in order to better optimize your marketing and sales strategies.

Adding call tracking allows you to analyze your customers’ behavior, your employees’ abilities to guide customers through the purchase process and ultimately which campaigns are driving the most conversions for your business. You can then use this data to better optimize future campaigns, both on- and offline.

In order to resonate with today’s digital savvy consumers, businesses need to make mobile a priority — and taking advantage of Facebook’s Call Now feature is a great way to do that. When paired with 3rd party call tracking software, Facebook’s call button can make all the difference in reaching, resonating with, and analyzing your core audience.

To learn more about how pairing the Facebook Call Now button with CallRail’s call tracking software can improve your lead data, sign up for a free demo.