In previous articles about search engine marketing and website analytics, I have written about the importance of tracking leads from a website all the way through the buying cycle in order to determine which of your online campaigns are performing at optimal levels and which could use some tweaking.  A new technology, Dynamic Telephone Number Insertion (DTNI) has arrived, with the ability to track website leads based upon your incoming sales calls.  With a modern website analytics platform (i.e. Google Analytics, Omniture, etc.), it is currently fairly simple to track your closed sales back to their point of origin, whether from organic search, banner ads, social networking, pay per click, or other online marketing initiatives.  Unfortunately, traditional analytics platforms are limited to reporting on leads that actually take a physical point of action on your website, and cannot track telephone leads like DTNI can.

As we all know, prospects sometimes prefer to pick up the phone and talk to someone at your company – and this propensity generally increases in proportion to the price point of your product or service.  When you run traditional analytics programs without utilizing Dynamic Telephone Number Insertion, as soon as a prospect on your website decides to pick up the phone and call your company, the source of that high quality or low quality lead falls off the grid.

That is why it is an important part of your search engine marketing campaign to implement a website analytics technology like Dynamic Telephone Number Insertion to your site.

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