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A human connection is key in digital marketing, and that’s why one of the oldest types of engagement still has an immense amount of value — inbound phone calls.
Even though they’ve been used for nearly a century and a half, marketers often overlook how powerful these simple conversations can be — but not if you seize every chance to strengthen your brand-customer bond with call tracking software.
When it comes to achieving higher conversion rates, one of the most effective strategies is taking advantage of inbound calls. Studies show that customers who call your business are more likely to convert than those who fill out web forms, giving companies an additional channel for potential leads and sales opportunities.
Phone calls remain the preferred communication method since they are significantly favoured over any other form of communication and marketing channels.
UK consumers often use phone calls and click-to-call buttons to engage in conversation with brand representatives when they are close to making a purchase. These conversations open the door for customers to get answers that can lead them closer to their desired product or service, bridging any remaining gaps between interest and commitment.
Call tracking is the key to success for digital marketers. With such value placed on inbound calls, it’s crucial that companies can measure and track digital marketing campaigns and identify areas that require improvement and how to handle campaign optimisations.
What Is Call Tracking?
For UK brands looking to understand the success of their marketing efforts, call tracking technology provides actionable insights into how customers make contact.
Call tracking tools enable businesses to quickly determine which campaigns propelled consumers from awareness to engagement with a helpful automated response and no guesswork standing in the way.
Customers may not always remember how they came across your company, but what drives them to call is often a desire for purchase. Whether via a Facebook ad or Google search, when customers pick up their phones and reach out, you know there’s an opportunity lurking.
On top of that, phone tracking software and call centre IVR work hand-in-hand to allow customer service representatives and sales teams to skip the hassle of asking redundant questions. Forgetting where they left off in the conversation is a thing of the past; this innovative technology can remember all the details for them.
Brands must understand the link between their marketing efforts and inbound calls. By learning their marketing attribution, companies gain insight into offline and online marketing performance, which can help them adjust efforts to drive more call and web leads.
However, when the opportunity to increase efficiency arises, brands are often tempted by quick fixes that don’t always pay off. For instance, a poorly designed call tracking system can lead to lacklustre customer service experiences, resulting in a damaged reputation and decreased brand awareness.
Businesses equipped with the right software for call tracking can eliminate the guesswork and make the most of phone call intelligence while gaining insightful knowledge on the entire customer journey.
Let’s look at what insights a call tracking service for marketing can help brands uncover.
Enables businesses to identify marketing campaigns that drive the desired call outcomes.
Call tracking data and analytics
Helps marketing experts determine the optimal distribution methods by leveraging automated call distribution systems.
Insights into the caller journey
Transforms your call process with innovative automatic call distribution features that help tailor an unparalleled customer journey while providing lightning-fast connection to sales reps.
Call tracking reports and ROI
A call intelligence platform collects first-party data to help brands maximise ROI by calculating key marketing metrics, optimising cost per acquisition, and allowing them to focus on high-quality leads.
Besides, inbound caller tracking captures vital customer details and allows marketers to identify the most successful channels used during multi-touch attribution to improve customer service.
Today’s most innovative and profitable UK businesses know that delivering an outstanding customer experience is the defining factor for success. However, without proper call tracking software, companies can miss out on essential data derived from inbound calls like call origin, associated conversions, and context.
Critical Call Tracking Metrics
Every customer interaction provides an invaluable opportunity for companies to strengthen their relationship with customers and gain valuable insights.
Call tracking and recording software can help businesses maximise their ad campaigns by enabling marketing and sales teams to analyse customer conversations accurately. By keeping track of call tracking metrics, companies develop a better understanding of the success rate for each conversation.
Ultimately, the ability to analyse phone calls gives them an effective way to optimise performance throughout every step in the process.
Most businesses already use Google Analytics to track website traffic and customer interactions. However, with the right call tracking data, marketing professionals can gain insights into the caller journey and more thoroughly assess visitor activity. Visitor-level call tracking software can assist organisations in gathering all necessary customer data and evaluating all critical metrics.
Let’s examine the essential call tracking metrics to look out for and why they’re important.
Knowing which campaigns and marketing channels bring in the most leads and inbound calls is essential for informed decisions about allocating your budget wisely.
Dynamic number insertion (DNI) is part of the call tracking software. It offers brands insight into their customer pathways. It provides a map of every journey a visitor takes – from the first interaction with your website to the completion of purchase or conversion. It also allows tracking call sources, like organic searches or PPC ads.
Businesses can pinpoint their advertising strategies with laser-like precision through targeted geographical analysis. By identifying the top-performing regions that generate the most high-quality leads, brands can fine-tune high-demand ad campaigns and shift focus to regions with optimal conversions.
Call Quality and Length
Though longer calls could indicate high lead quality, it’s not a steadfast rule. So don’t discount the potential of shorter conversations since the best leads may come in bite-sized packages.
Marketers must utilise more than just a simple list of call lengths when managing inbound calls. Listening closely to call recordings and qualifying them with the help of specialised software will ensure no telemarketing or spam is slipping through. Investing in a call tracking solution that offers a call recording function will benefit any organisation looking for comprehensive customer insights.
Harnessing the power of a virtual call tracking solution and keyword-level tracking can help you supercharge paid search campaigns. On top of that, it can help you attribute phone calls to specific keywords, gain valuable insights into how different keywords are performing, pinpoint opportunities for optimisation, and stay one step ahead by identifying new terms that will outpace your competitors.
Visitor to Call Ratio (VCR)
Every business must navigate the waters of optimising resources, including channels or sources with average traffic quality, high cost per visit, and potential returns. While cutting these less-than-desirable investments from your budget may seem logical, consider this: these sources can generate five times more inbound calls than other mediums.
Brands know what marketing channels deliver high-intent leads with the help of VCR, a metric that reveals which touchpoints drive customers to take action. By recognising those pathways and differentiating them from channels providing only visitor volume, call tracking can help you gain valuable insights into marketing strategies.
Landing Page Performance
As a marketer, you’re tasked with creating and optimising tailored landing pages to drive maximum returns. That involves clever A/B testing and analysis of the best-performing content designs to maximise customer engagement and conversions.
Many marketing professionals may overlook a crucial component in their analytics process: tracking telephone calls from landing pages. By failing to keep tabs on this valuable source of information, brands could miss out on significant leads and data.
Today’s marketing decisions often focus on clicks, but British companies should consider the real value of inbound calls. Implementing a call tracking software and investing time into optimising landing pages for phone call conversions allow businesses to draw in more motivated leads and scale profits.
Why Do Brands Underrate Call Tracking Metrics?
Despite the plethora of benefits that call intelligence solutions offer businesses to fine-tune their marketing campaigns, many organisations and individuals still neglect critical tracking metrics or lack a call tracking solution altogether. Why is that?
Perception is one of the reasons. Many marketers put too much emphasis on click rates and website heatmaps without realising that incorporating a telephone call tracker into their strategies could be just as — if not more — beneficial. However, due to outdated perceptions of this resource being ‘old-fashioned,’ businesses often overlook its potential value.
Another reason is that many companies are tempted to only pay attention to fewer, more visible metrics, like call volumes. But with inadequate knowledge of what caused the spike in inbound calls, they may remain unaware of valuable insights that could help understand customer behaviour better and tailor services accordingly.
Suppose a company falls into the trap of making assumptions and overlooking tangible data instead of analysing and tracking incoming calls. In that case, it may end up investing in the wrong marketing efforts.
Top Marketing Channels for Call Tracking Online
As marketing continues to adapt, an exciting opportunity arises — phone call analytics. This powerful tool uses patterns from multiple data sources and marketing channels to offer the best inbound call tracking service possible.
Let’s explore some of its most successful components that help businesses in the United Kingdom make a lasting impression, regardless of the industry.
Pay Per Click (PPC)
Marketers gain valuable data through PPC campaigns and call tracking, including keyword performance, clicks, and consumer insights. That helps organisations craft more effective ad strategies to match their business goals and optimise operations for maximum ROI.
When it comes to tracking sales calls, companies can fully understand how their ad campaigns affect their bottom line by using dynamic phone numbers as part of sales call tracking software.
If you seek evidence that your pay-per-click campaigns deliver timely leads, dynamic phone numbers can prove insight into the effectiveness of these ads. Adding this tracking layer to your plan is an intelligent step toward lead generation success.
There’s no denying that email marketing is renowned for its high-yield results. However, call tracking providers managed to take it a step further and combined the power of inbound calls and email campaigns, unlocking up to 3,000% ROI potential.
Combining these two channels can offer a wealth of information on how your marketing campaigns interact, help you maximise ROI, and inform future marketing strategies.
Display ads are essential for businesses looking to drive phone call conversions and increase brand presence offline and online. How? This popular creative format is particularly effective in turning online viewers into real-world customers – with phone calls being a key success metric among advertisers.
Advertisers must track which ad formats and publishers drive the most phone calls. Unfortunately, standard methods don’t always accurately identify where these valuable leads originate from. That’s why advertisers need inbound call trackers to help them assign unique phone numbers to banner or video ads, hone in on profitable campaigns, and maximise their display investment.
Here are some surefire strategies to drive high-intent callers with display ads and increase ROI:
Step 1: Use Click-to-Call as the CTA
Display ads are powerful tools for making your business known, but if boosting phone call conversions is the goal, incentivising prospects with a clear reason to click should be the top priority. Crafting an ad that directs leads towards action and provides them value will help increase phone call conversions.
Step 2: Use Calls To Fine-tune Your Targeting
If a customer has called your company in response to one of your display ads, you’re armed with the perfect data point. You can harness that information by leveraging call track data and funnel it into a CRM, DMP, or DSP platform, creating an ideal means for fine-tuning future targeting.
Ultimately, implementing the right call tracking software helps businesses pinpoint audience segments more inclined to dial up a call and target their ads accordingly.
Step 3: Leverage the Hyper-local Targeting
Bringing in more high-quality leads begins with optimising display ads for mobile devices. Businesses must customise CTAs and ensure they’re tailored to their target audience.
On top of that, they must use local call tracking, call distribution software, DNI, and local vanity numbers to capitalise on hyper-local targeting and achieve their goal.
Search Engine Optimisation (SEO)
Company websites are the driving force behind a business’s online presence, helping to inform potential customers of who they are and what value they offer. With SEO, international companies based in the United Kingdom can drive website traffic by ensuring leads find them easily in relevant searches.
Let’s look at the most common traffic sources that businesses prioritise when incorporating and optimising SEO changes.
That is traffic generated entirely through paid channels. When customers click on an ad on any SERP in response to a search query, they’re deliberately sent to a specific website.
Organic traffic is the gift that keeps on giving. Such website visitors find your site through search engines like Google or Bing.
It is categorised as traffic arriving at the website without a data source. It can occur when customers enter a website URL, click a bookmark, or click a link that tracking software is unable to identify.
These visitors arrive at your website from other websites or social media platforms without searching first.
Call analytics software can give businesses greater insight into the effectiveness of their marketing efforts. By learning which keywords prospects searched for and what pages they visited, brands can brainstorm new ideas to reach high-intent customers from various sources.
Social Media Marketing (SMM)
Social media platforms can track user activity through in-house analytics, but that power is limited. When a user navigates away from the platform, its analysis capabilities become effectively useless.
Companies can track sales calls and measure the tangible impact of their social media campaigns by using dynamic phone numbers. This way, organisations can optimise efforts, capture essential call data, and assess social media platforms’ impact on customer journeys and inbound calls.
Phone tracking software is a must-have for any effective social media strategy. But whether or not it’s urgent for your brand to invest in call analytics tools depends on the size and reach of your follower base. If you rely heavily on online ads, a tracking and call analytics tool can give you a crucial edge by providing deeper insights into customer behaviour.
Offline marketing may not be the first thing that comes to mind when considering ways to attract potential customers, but it can still be a valuable source of high-quality leads. With creative offline marketing campaigns and strategic targeting, companies across many industries have seen compelling results from their offline efforts.
Many companies are in the dark when quantifying ROI from offline phone call conversions, such as print ads and industry events. However, understanding and measuring these marketing channels is essential for gaining insights into what drives potential customers’ web traffic and phone calls.
Enterprises and small businesses can use phone call intelligence to apply advanced call analytics to offline campaigns and gain real-time information on traffic and leads generated by offline efforts.
Call Intelligence Software vs. Basic Call Tracking Service
Call tracking and intelligence software provide companies with the data they need to examine their inbound call traffic. But the question is whether they are interchangeable. Let’s examine the main distinctions between the two and see how they affect business growth.
Call tracking service
Call intelligence platform
Captures comprehensive information about each call lead.
Unlocks the full potential of phone tracking software.
Offers reliable and comprehensive data with essential details included.
Offers valuable data insights to inform and refine strategic objectives.
Pinpoints the optimal channels for your marketing efforts.
Enables brands to analyse call recordings and uncover caller intent and interests.
Utilises the power of DNI for various business locations and marketing channels.
Connects to CRMs and drives collaboration between marketing and sales teams.
By combining phone call intelligence with tracking and analytics, businesses can more effectively engage prospects by learning about their journey. That allows brands to gain valuable insights into customer preferences that will help forge a strong, lasting relationship.
Call Tracking as a Service vs. Real-time Call Tracking Software
While some companies may choose to use call tracking services, many businesses find that leveraging dedicated call management software from an experienced provider offers the best solution.
Naturally, there’s no one-size-fits-all approach: some companies use a selective and easy call tracking service, while others opt for a comprehensive platform designed with scalability.
With the multitude of benefits from tracking calls, it’s no wonder many providers exist. To get the most from website call tracking software and maximise customer satisfaction, brands must explore each provider’s unique selling points.
Call Logic — Phonexa’s call intelligence platform — provides features that are exclusive to the platform. For example, “Traffic Flow” assists in gauging publisher excellence, while “Waves” offers predictive modelling with accessible visualisation tools.
On top of that, Phonexa stands out among its peers for offering a comprehensive suite of marketing automation features, such as lead management, call tracking, email campaigns, click tracking, and user behaviour recording.
Best call tracking solutions can also be distinguished by their service levels and adaptability. Some providers lack flexibility, whereas others, such as Phonexa, ensure seamless tech stack integration and allow for the customisation of platform components. Understanding these distinctions is essential for maximising the utility of call tracker software.
How Does Call Intelligence Software Work?
Research shows that around 60% of businesses rely on call-based campaigns to get their foot in the door and increase success. Many companies employ various tactics, from phone canvassing to direct marketing, to ensure maximum reach.
When determining how to track incoming calls, it is helpful to understand how call intelligence software operates.
For savvy businesses, no purchase is complete until they get a good look at the inner workings of their prospective product. Inbound call tracking software should be subjected to the same scrutiny. Understanding how intelligence-driven call tracking systems function can give you an edge in managing caller interactions and take customer service up several notches.
Here’s how call tracking captures and delivers data to call intelligence software:
Phone call intelligence is a crucial tool for brands looking to understand how to track a call effectively and propel their marketing campaigns forward.
With Call Logic, Phonexa’s call intelligence software, you can access a comprehensive range of features ideal for boosting your business performance. From predictive modelling and interactive voice response service to conversation intelligence, automatic call distribution software, and call recording, leveraging its wide array of advanced technology will give you the professional edge.
With the help of data-driven insights, UK businesses can optimise the customer journey and better serve their customers’ diverse needs and preferences. For instance, automatic call routing offers a streamlined experience to maximise success on inbound calls, while real-time analytics facilitate smart campaign optimisation for maximum customer engagement potential.
Lead Management & Sales Call Software
Maintaining successful outreach campaigns is key to customer acquisition, and phone calls remain among the most powerful methods. Many brands are taking advantage of call tracking and lead management software to ensure streamlined communication.
For example, call tracking software provides visibility into phone conversations with clients, the automatic call distribution (ACD) system performs ACD call routing, and the lead management software distributes leads based on specific rules and attributes.
As part of Phonexa’s marketing automation suite, these call tracking and management tools enable companies to set up diverse distribution logic, reduce lead response times, and reach prospective customers quickly.
Here is an illustration of a lead distribution logic that companies providing financial services can employ.
Businesses of all stripes can benefit from automated call tracking and lead distribution tailored to their needs. The rules and logic should be based on factors that are most likely to bring success, such as the potential size of the deal, account type, preferred language, and more. With intelligent criteria heightening efficiency levels, companies can focus on converting leads into profits with minimal effort.
Automatic Call Distribution & ACD Call Tracking Solution
An automatic call distributor is an answer for companies looking to manage demand surges and consistently ensure great customer service. ACD routing provides a smart way of prioritising phone calls while improving data-driven routing and increasing personalised customer experiences.
But what is automatic call distribution, and how does it function? Here are the essential details about this feature.
What Is an ACD Phone System?
A typical feature of call management software, an automatic call distribution system handles inbound calls and distributes them according to the method selected by the business.
Since automatic call distribution routes and handles large volumes of phone calls, it can be useful for businesses seeking to enhance customer experiences through customisation, self-service options, and interactive voice response (IVR).
What Is Automated Call Routing?
Automatic call routing, like business call tracking, enables enterprises and small businesses to capture and track customer data. In addition, ACD routing pinpoints the most appropriate agents or salespeople to whom inbound calls should be transferred based on the businesses’ own rules.
Let’s examine how a call tracking solution and ACD software collaborate to assist businesses in converting calls into leads.
This way, businesses can view all the call tracking metrics required to evaluate the efficacy of their ad campaigns and choose who handles phone calls at any time.
How To Use an Automatic Call Distribution System
Here is how Phonexa’s ACD phone software operates and initiates ACD call distribution. The process consists of three easy steps.
Step 1: Capture Crucial Data With an IVR Platform
Understanding the purpose of a call is the initial step in the distribution process. The IVR system assists the ACD system in collecting information about callers and their enquiries, which is then used to route phone calls effectively.
Step 2: Line Up Inbound Calls
Occasionally, the ACD system transfers callers to a queue before distributing them to the available and most qualified live agents. The system controls distribution based on multiple attributes, such as wait time, query, and call status.
Step 3: Use ACD Routing
That is the final step of the process, where consumers are connected with sales representatives or agents who are ideally suited to answer their questions. ACD routing is achieved through various back-end configurations made by system administrators.
Interactive Voice Response Software & Call Centre Analytics Software
The most prevalent use of interactive voice response service is in call centres that receive a high volume of calls.
More often than not, companies use an IVR service in inbound and outbound contact centres specialising in customer care, tech assistance, market analysis, sales, or surveys to streamline ACD routing and collect vital customer data.
Let’s examine how interactive voice response software operates and what it entails.
It’s common for brands to utilise call centre IVR. For instance, financial service providers use it to streamline ACD routing, capture vital customer information, and enable telephone banking.
With help desk call tracking software, ACD, IVR, and a comprehensive call analytics platform, brands can gain knowledge and insight into phone calls, evaluate the inbound and outbound call volume, understand how many phone calls they miss, and identify issues that can impact operational health or the customer journey.
After analysing IVR data, businesses can optimise IVR and enhance the customer experience by identifying inefficiencies and minimising effort.
Online Call Tracking for Business Lead Acquisition and Real-time Call Bidding
It’s no secret that leads are a critical asset for any business. Therefore, it’s vital to capitalise on all available lead flows to create an effective system of lead generation and distribution.
Phonexa’s Ping Post Calls 2.0 revolutionises lead acquisitions, streamlining the process from customer interaction to call bidding in a matter of split seconds. Flawlessly targeting campaigns and maximising publisher value, this solution is guaranteed to be fast-acting for buyers and sellers alike.
With Ping Post Calls 2.0 and a call tracking solution, UK businesses are equipped to maximise efficiency by spending wisely while always responding quickly to new leads, enabling smarter decision-making in the process.
Predictive Modelling and Sales Call Analytics
It’s important to track every customer interaction to create a unified omnichannel experience and bridge the gap between online and offline buying journeys. By leveraging predictive modelling through sales call analytics, companies can accurately anticipate spikes in call volumes and improve service quality, leading to greater customer satisfaction.
But first, let’s take a closer look at call analytics and what it entails.
What Is Call Analytics?
Call analytics is measuring, collecting, analysing, and reporting call data. It enables companies to optimise their marketing campaigns, increase lead conversion, and maximise marketing ROI.
For modern international businesses based in the United Kingdom, call tracking and call analytics solutions are a great way to measure the success of their phone conversations. Utilising relevant information from inbound calls can help answer critical questions such as:
- How many leads does my team generate?
- Are leads interested in particular products or agents’ proficiency?
- How did callers convert into leads?
- What issues negatively affect conversion rates?
- Can more high-quality leads be generated at a lower cost per acquisition?
When combined with predictive modelling, Phonexa’s call analytics software enables businesses to capitalise on data insights, enhance lead scoring models, discover new opportunities in marketing funnels, and encourage business growth.
On top of that, Phonexa’s predictive analytics can help organisations enhance their sales funnel by utilising consumer behaviour insights, allowing them to anticipate customer reactions and promote more effective phone call conversions.
How To Analyse Phone Calls With Toll-free, Local, and Vanity Phone Numbers
Consumers are not always close to a phone when they receive a message from a company. They may be on the bus or in their vehicles, rushing to meetings or doing errands.
Companies with standard or local vanity phone numbers can stand out by creating memorable marketing messages tailored to promote their brand. In an age where customers may be on-the-go and unable to answer calls right away, having a message they’ll remember will ensure your company’s presence remains top of mind.
Toll-free vanity numbers are intended to optimise response rates, boost the effectiveness of word-of-mouth advertising, and track response rates with call tracking software.
How Can Brands Use Free Call Tracking Numbers?
Call tracking platforms help brands attribute their inbound calls by utilising marketing tracking phone numbers. A call track number is a unique phone number used for online and offline marketing campaigns.
Businesses now have a powerful tool to track calls to a phone number on a website and specific channels. These unique phone numbers can be tailored to particular online or offline marketing campaigns and sources. With dynamic number insertion, businesses can easily transition from one marketing initiative to another without losing track of valuable caller data.
Dynamic number insertion provides an invaluable solution for those exploring multiple campaigns simultaneously. DNI enables businesses to utilise call tracking numbers across various campaigns — from Google ads and webpages to offline efforts.
This flexibility enables UK brands to monitor and assess the performance of all their marketing efforts. A real-time perspective on various campaigns is essential because it allows for immediate adjustments.
Why Use Telephone Call Tracking Software
As mobile search and call functionality become more widespread, international and local UK businesses must stay ahead by investing in call tracking software. It will give them valuable insights into how best to serve customers and handle campaign optimisation to increase revenues.
While businesses may recognise the power of call tracking and analytics for end-user insight, they might not see the direct benefits these features offer. There are, however, many reasons why a company that intends to increase its ROI and expand would want to implement call tracking.
How To Choose the Best Call Tracking Solution
If you’re looking for call tracking software to power your marketing campaigns, plenty of providers are out there. Before making your selection, ask yourself these questions:
- Is the call tracking solution powerful enough to foster business growth?
- Are integration options compatible with what you already have in place?
- Is it the best call tracking system to meet your requirements and offer an intuitive user experience?
Asking the right questions can help ensure that the call tracking solution you choose will be well-suited for scaling up your business operations.
Call Tracking & Conversation Intelligence Are a Missing Piece of Your Attribution Puzzle
Making the most of marketing investments is essential to any business’s success, and call tracking technology makes it easy.
Call tracking and phone call intelligence enable companies to gain clear insight into their campaigns through attribution on inbound calls, uncovering what initiatives drive traffic towards them.
Phone conversations can be a powerful force for your business. By investing in call tracking, you make an intelligent decision to promote genuine connections between consumers and brands, creating a lasting bond of trust. Phone call intelligence further enhances these relationships to revitalise the customer experience — all thanks to the power of a simple phone call.
Schedule a consultation to learn how Phonexa’s call intelligence software can help you capture crucial call tracking data, optimise marketing campaigns, and boost revenue.
Frequently Asked Questions
What is call tracking software?
Call tracking software allows companies to track and optimise their sales calls. With various features and benefits, they can facilitate strategies like ACD routing through intelligent algorithms and capture key call tracking data.
What is IVR software?
Interactive voice response (IVR) is the technology behind automated phone systems that engage customers, providing options to capture their information.
What is ACD?
Automatic call distributor software is a revolutionary telephone tool that provides instant access to an extensive network of agents, quickly and accurately delivering inbound calls directly to the team member best suited for the task.
How much does a phone call tracking system cost?
Understanding your call tracking needs and affordable monthly subscription cost is essential before embarking on a phone tracking software journey.
Answering the following questions can help you examine your call tracking needs, understand what the costs will be, and identify the most appropriate option:
- How many users do you need?
- What is the preferable data storage duration?
- How many publishers do you work with?
How many marketing tracking phone numbers do I need?
Consider using and assigning a diverse set of call tracking numbers to track ad campaigns and optimise spending. Doing so allows measurement at a more granular level than using just one number. It gives the ability to leverage keyword-level tracking and determine the required phone number pool by analysing how many visitors arrived via Google Ads keywords.