Call Tracking vs Call Intelligence – what’s the difference?

Every time your business receives a call, it’s an opportunity to gather crucial information. With today’s advanced software solutions, you can get valuable data about both customers and your call representatives. By monitoring each call through Call Tracking and Call Intelligence, it becomes much easier to analyze your callers’ groups. Specifically, you’ll be able to gain insight into your callers’ behavior and track the channels that led them to you. In addition, such software solutions can assist you in evaluating the performance of your representative, allowing you to adjust the methods to improve their effectiveness. In general, all this information provides a clearer picture of your business’ capability to meet your customers’ needs. This, on all counts, is essential if you want to attract new and retain existing customers.

The difference between Call Tracking and Call Intelligence

Despite numerous means of communication, phone calls are still the most frequent way for people to interact with companies. Through various tracking analytics and intelligence reports, you can gain a significant amount of information. This information is necessary for setting the proper goals, improving your operations, and establishing good relationships with your customers. With the ConvertMore callback software and the ability to track and gather intelligence, you can create the essential structure that will help you increase your conversion rates. However, tracking and intelligence are not the same. Understanding their differences and similarities will require further explanation.

What is Call Tracking?

Triangulation grid of the globe.
Call tracking “triangulates” the location of your callers.

Call Tracking allows you to get basic information about your phone calls:

  • You can find out the location of the caller
  • Find what ad initiated the call
  • Track the duration of conversations
  • See if the call concludes with a sale

All of this information show if your marketing channels are giving the expected results. However, they are not giving a direct explanation about the real reasons for calling, customers’ behavior, or obstacles that prevented the sale.

What is Call Intelligence?

Using the tablet to access business analytic reports.
Call Intelligence gathers and combines a variety of information in one place.

For additional information, Call Intelligence is stepping in. Instead of just basic information, you will get behavioral guidance about your callers’ actions. The Call Intelligence system allows you to route the calls according to your callers’ location. Or, connect them with an appropriate agent, should you find it necessary. Additionally, there is an option to record the calls for later deeper analytics. Such featureful reporting systems provide you with everything you need to figure out if, and why, some of your calls are not leading to sales.

Call Tracking methodology

With call tracking, you can easily identify the source of the call. There are two types of call tracking: dynamic and static. Dynamic type is differentiated by users, channels, or campaigns:

  • User-based – focusing on data that distinguishes each unique person.
  • Channel – where you gather information from different marketing channels like ads, for example.
  • Campaign – using tools like URL tracking to monitor the progress of your marketing campaigns.

Static call tracking uses fixed numbers for each user, most notable and used for print advertising.

Call Intelligence methodology

Everything you gather with call tracking is further analyzed with the Intelligence. This methodology is using the information to classify different caller groups and analyze their behavior.

For personalization, it’s combining available data to improve users’ personal experiences. From call routing to CRM integration, advanced software solutions like this are among the best conversion rate optimization software. Quite essential if you want to automatize the process of connecting a specific caller to certain agents.

Another aspect of Call Intelligence is its omnichannel concept. It uses different communication and contact channels to make more means of the collected data. And, later provide you with the info about which channels give more success.


Today, we can see a considerable change in consumer behavior. They demonstrate different habits and use more communication channels than ever before. For businesses, it can be a challenge to stay on track with all the changes and follow them properly. For example, more than 70% of todays’ customers will abandon the brand entirely if they experience terrible customer support. Or will leave a website immediately if facing a bad user experience. You can lower your website bounce rate more easily, but call center “bounce rates” are harder to correct. Especially since monitoring your call center 24/7 is almost impossible to do manually.

Three monitors showing different profile groups of people.
Both methods are essential for understanding different groups of consumers.

You can use call tracking to inquire about call times, their volumes, lengths, get caller data, and partially figure out the sources. Which is just about enough for the initial marketing campaign and not so ambitious business goals. However, if you want to grow, the amount of information you need to gather will scale with the growth expectations. Basically, you will need all the additional info you can collect only through Call intelligence.

Also, call tracking is problematic when it comes to integration with robust CRM systems. Again, data gathered from intelligence is more suitable to include in the automation of specific operations. In other words, call tracking information is simply not suitable for more detailed reporting analytics.

However, even though basic in nature, call tracking information is still necessary. It’s the foundation of call center analytics, without which you can’t complete the bigger picture.

Final words

Call intelligence allows you to easily connect and combine information from different marketing tools. It uses statistics, reports, and various metrics to analyze your callers. In general, it’s a more comprehensive way to improve your business information using more detailed information. However, that doesn’t mean call tracking should be left behind. Both Call Tracking and Call Intelligence are necessary to interpret customers’ behavior, get more qualified leads, and improve the performance of your customer support. They work together hand-in-hand by synchronizing information for completing the puzzle called converting your leads to sales.

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