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Calls to Conversions in The Time of Corona: The Benefits of Call Tracking Software

Calls to Conversions in The Time of Corona: The Benefits of Call Tracking Software

It’s no “secret” that the key to attracting new leads lies in running a successful marketing campaign. But how can small business owners discern which marketing campaigns are the most successful? Well, you can start by leveraging the data analytics tools made available by the majority of marketing platforms. Such tools provide insights that allow startups and small businesses to attract new customers by optimizing landing pages, websites, and other marketing mediums for leads.

Speaking of marketing mediums—what about phone calls? Since the onset of the ongoing Coronavirus (COVID-19) pandemic, phone calls have been a particularly critical medium for bringing in new leads. In fact, according to Entrepreneur, call tracking and marketing analytics platform CallRail recently examined 100 million phone calls to small- and medium-size businesses, and what they found was that customers were calling in droves as they attempted to limit in-person interaction. Customer calls covered everything from services and products, to changes in buying procedures, safety precautions, and even business hours.

The Benefits of Using Call Tracking Software for Your Small Business

Without call tracking software like CallRail, business owners have no way of knowing what triggered callers to pick up and dial. Was it a Google My Business listing? A social media post? If so, which post was it? And on which platform? Sure, you could ask callers what prompted their decision to dial. But that also means keeping the caller on the line for a longer period of time— something most potential customers may not necessarily appreciate. Plus, a pen-and-paper approach means it’s up to you and your employees to track the source of every call; a tactic yielding a much greater margin for error.

Call tracking software works to answer these questions for you by providing data that makes it easier to optimize your marketing approach.


  • Lead attribution
  • Keyword research
  • Uncovering opportunities based on what customers are saying

What’s more—small business marketing and advertising metrics that don’t include call tracking are likely dripping in unattributed leads—and unfortunately, unattributed leads translate to unreliable data.

Here at Technology Therapy, we often recommend our clients use CallRail, as it provides access to comprehensive, actionable data that communicates which marketing campaigns are most effectively bringing in customer leads via phone calls.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office