How does Tracking Quality help optimise my pool size?

What is the Bad Tracking Quality? #

The bad tracking quality is a guideline for the size of a call tracking number pool. It indicates whether a call tracking pool is too small for the website visitor volume.

 

What negative effects can a bad tracking quality have on my data? #

Pools with bad tracking quality do not allow accurate tracking of web data. The higher the tracking quality burden, the greater the uncertainty in attributing web data to a call. Web data includes online information such as campaign affiliations (GoogeAds), UTM parameters or Google Analytic IDs.

 

Does this mean that there are too many people calling on the call tracking pool? #

No, the number of calls has nothing to do with Bad Tracking Quality. The calls are always forwarded by matelso even with bad tracking quality. The Bad Tracking Quality does not relate to the routing of the calls in any way.

 

How can I fix the Bad Tracking Quality? #

A larger Call Tracking Pool must be used. An existing Call Tracking Pool cannot be expanded. Therefore, a new, larger Call Tracking Pool must be booked. This new Call Tracking Pool will then be set up in the same way as the old one. The old Call Tracking Pool can then be cancelled, for example, at the end of the month.
If you need help with this, simply contact the matelso Account Management.

 

Bad Tracking Quality in detail – How does matelso arrive at this benchmark? #

A first guideline for the required pool size is the number of monthly unique visitors to your website.

Since this is only a rough guideline, matelso introduces the Tracking Quality. It is a guideline value that can provide information on whether all data is correctly allocated or whether important links are possibly falsified due to a too small number pool.

 

Calculation of the utilisation #

matelso calculates the utilisation of your number pool by dividing the max. unique visitors per hour of the last 30 days by the size of your number pool.

Example:
In the last 30 days you had a maximum of 980 users in one hour. If you use a pool of 1000 numbers on this website, you will get the following utilisation:

980 / 1000 = 98%

 

Setting up the threshold values #

If your customers pick up the phone shortly after the number is displayed, even a value slightly above 100% may not be too dramatic.
If your customers normally need more than an hour to make a purchase decision, it is advisable to keep the utilisation rate lower, as this way the time until a number is assigned again is longer. It should also be noted that this value always refers only to the hour with the highest utilisation in the past 30 days. If the number of visitors fluctuates greatly, a higher value may not be a major problem.

It is therefore advisable to look at the unique visitors per hour over a longer period of time. Always bear in mind that data is basically distorted as soon as there are more visitors on your website at the same time than you have numbers available. Therefore, it is important that the limits of the different warning levels are set correctly for your needs. In order not to lose important customer data, it is always advisable to have a certain buffer.

The settings for the limit values can be found in the “Search & Replace” tab of the respective phone number. Clicking on the “Tracking Quality” button opens a dialogue in which you can set the limit values of the two warning levels using two sliders.
In addition, default values can be defined at partner level.

 

Setting the warning #

The warning is an early indication that an increase in the size of the pool may soon be necessary.

If you set too high a limit here, there may not be enough time to enlarge the pool before data is lost if the number of visitors increases further.

 

Setting the error #

The error is the warning level at which urgent action is required. A value should be set here that marks the point at which data will be lost.

Ideally, this case will not occur, but it cannot be ruled out with rapidly increasing visitor numbers.

 

Default values #

The preset default values are based on matelsos’ Big Data experience from over 1000 call tracking projects. In 90% of the cases, users call within the first hour after they have been shown the phone number. However, this setting is not suitable for all cases.

You can set up the default values at partner level.

 

Support with the settings #

We will support you in analysing this data, setting up the thresholds and deciding if and when a larger pool of numbers is needed. Please contact us at service@matelso.com.