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NinjaTrack Reporting Guide

What data does NinjaTrack collect and how does that data get defined, and represented in a report?  This article outlines the different data points NinjaTrack records, defines the metrics you use to report on that data, and gives common examples or use cases for when you would want to use one vs. another. 

 

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NinjaTrack Metrics

How is a call conversion calculated?

 

NinjaTrack Metrics

In NinjaCat reporting using the Call Tracking data source, there are several different Call Tracking metrics that can be used to tally the total number of phone calls.  Here are all of the various "Calls" metrics supported, as well as an explanation for each one:

Metric Name Description Possible Use Case
Calls A total count of all phone calls.  This includes all phone calls regardless of their respective source, duration, or uniqueness. Use this metric if you want all phone calls to count and you do not want to discount any phone calls.
Conversions Gives a total count of all phone calls that have a minimum call duration and a minimum period of uniqueness based on the caller ID of the call, as specified in the call tracking conversion settings of your NinjaCat advertiser accounts. This metric is usually used when agencies and clients want to qualify the phone calls that are counted by eliminating all phone calls with a short duration or all phone calls that are duplicate callers within a specific time period
Local Calls Similar to the Calls metric, this metric gives a total count of all phone calls but only counts those that have been recorded as having a "local" source.  Use this metric if you want all local phone calls to count and you do not want to discount any phone calls based on uniqueness or duration.
Local Conversions Similar to the Conversions metric, this metric gives a total count of all phone conversions (has a minimum duration & is unique over a period of time) but only counts those that have been recorded as having a "local" source.  Use this metric if you want all local phone calls to count and you want to limit your count of phone calls to only those that meet your minimum duration or uniqueness requirements.
Missed Calls Gives a total count of all of the phone calls that have not been answered by the advertiser. This number includes all phone calls where the caller hung up before the call was "answered" by the destination phone line.  This count also includes phone calls that were answered by a machine or picked up by a routing service after NinjaTrack forwards the call. This metric can be used alongside the calls metric and can be useful for creating a comparison between the total number of calls received vs. the total number of answered calls. It can help alert the agency or advertiser to potential issues with the receiving call center.
Organic Calls Similar to the Calls metric, this metric gives a total count of all phone calls but only counts those that have been recorded as having an "organic" source.  Use this metric if you want all organic phone calls to count and you do not want to discount any phone calls based on uniqueness or duration.
Organic Conversions Similar to the Conversions metric, this metric gives a total count of all phone conversions (has a minimum duration & is unique over a period of time) but only counts those that have been recorded as having an "organic" source.  Use this metric if you want all organic phone calls to count and you want to limit your count of phone calls to only those that meet your minimum duration or uniqueness requirements.
PPC Calls Similar to the Calls metric, this metric gives a total count of all phone calls but only counts those that have been recorded as having a paid source such as Google Paid, Bing Paid, Yahoo Paid.  Use this metric if you want all PPC phone calls to count and you do not want to discount any phone calls based on uniqueness or duration.
PPC Conversions  Similar to the Conversions metric, this metric gives a total count of all phone conversions (has a minimum duration & is unique over a period of time) but only counts those that have been recorded as having a paid source such as Google Paid, Bing Paid, Yahoo Paid.  Use this metric if you want all PPC phone calls to count and you want to limit your count of phone calls to only those that meet your minimum duration or uniqueness requirements.

 

How is a Call Tracking Conversion Calculated?

To determine whether or not a phone call is a conversion, NinjaTrack relies on the conversion threshold and conversion period settings in order to determine the answers to two fundamental questions:

  1. Was the phone call duration longer than the minimum amount of time in seconds as specified by the call threshold setting?
  2. Was the caller ID of the caller unique within the number of days specified in the call period setting?

For the call threshold, the total time of the phone call in seconds is counted in this calculation. This includes all of the time from the moment the call was initiated to the moment that the call was disconnected by either party. This duration will include all time spent on hold, all ringing time, and the time playing recorded or automated answering machine messages. If the total time of the phone call is greater than the conversion threshold, then the call will count as a conversion.

For the call period, the caller ID of the caller is recorded with each phone call.  In order for that phone call to be counted as a conversion, that same caller ID must not have called the same tracking number within the specified number of days.  Even if the caller made only one phone call within the specified reporting period, that phone call could still be discounted as a conversion if the same caller placed a phone call in the previous reporting period. In order to be counted as a conversion, the specified number of days must have passed prior to that phone call in order for it to count in the conversion numbers.

Examples:

Suppose that you had an account with a call period set at 30 days.  In each of the following examples, assume that the same customer has called the tracking number using the same caller ID and that the call threshold condition has been met:

Call dates Total conversions counted Explanation
  • December 15
  • January 1

1 conversion in December
0 conversions in January

In the January monthly report, even though the caller has only called once in the month of January, because they had previously called on December 15th, less than the 30 day period, the phone call in January would NOT count as a conversion.

 

  • January 1
  • January 31
  • February 1

2 conversions in January
0 conversions in February

In the January report, the first call on January 1 will be counted as a conversion because that was the caller's first phone call. The call on the 31st will also count if a full 30 days have passed between that and the call placed on the 1st.  The phone call in February does not count as a conversion because of the January 31 call.
  • January 1
  • February 1
  • March 1

1 conversion in January
1 conversion in February
0 conversions in March

The phone call in March is not counted as a conversion in this case because the February 1st call did not occur more than 30 days prior to the call in March
  • The caller calls every 2 weeks for a full year

1 conversion in January

All other phone calls are not counted as a conversion

In this situation, only the very first call is counted as a conversion because it is the only one that was unique for a full 30 days prior.

 NinjaNote: For more detailed information on these settings and how to configure them, check out the article, "Customizing a NinjaCat Account" under the section, "Conversion Settings"

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