Combining Numbers with Voice can get you better metadata on your marketing campaigns
Bird
3 Feb 2020
Numbers
1 min read
Key Takeaways
Virtual numbers (VMNs) help marketers track inbound phone leads with the same precision as digital analytics.
Assigning unique numbers to each campaign provides metadata on lead source, intent, and product interest.
Insights from call tracking can significantly improve conversion rates and marketing ROI.
Data from calls enables smarter decisions—refining ads, optimizing spend, and routing calls to the right agents.
Integrating Numbers with Voice bridges the gap between online marketing and offline engagement.
Beyond traditional marketing, VMNs have creative uses in fan engagement and event promotions.
Q&A Highlights
Why use virtual numbers in marketing campaigns?
They let you connect each campaign to a unique phone number, giving you real-time insight into which ads or channels generate the most calls and qualified leads.
How does call metadata improve conversions?
By knowing why someone calls—what product they viewed or which keyword triggered interest—agents can tailor responses and close more sales.
What’s the ROI advantage?
Virtual numbers reveal which campaigns drive valuable calls, helping teams reallocate budget to the most effective marketing efforts.
Can this work for non-traditional use cases?
Absolutely. Musicians, artists, and creators use VMNs to interact directly with fans, creating authentic two-way communication experiences.
How do Numbers and Voice work together?
Numbers capture campaign-specific call data, while Voice enables seamless handling and routing of those calls for complete performance visibility.
Marketing teams usually rely on online analytics tools to help them determine anything from how effectively their company website is converting leads to how well an online campaign just performed. But what if you’re a smaller company or an entrepreneur, and your leads mostly come in through phone calls? What’s the best way to analyze your marketing efforts to figure out which campaigns are generating the most inbound leads?
Marketing teams usually rely on online analytics tools to help them determine anything from how effectively their company website is converting leads to how well an online campaign just performed. But what if you’re a smaller company or an entrepreneur, and your leads mostly come in through phone calls? What’s the best way to analyze your marketing efforts to figure out which campaigns are generating the most inbound leads?
Virtual numbers (also known as VMNs, or just Numbers at Bird) can give you exactly this kind of information. By assigning a unique phone number to each of your marketing campaigns, you can track every phone call and analyze which campaigns are resulting in the best, most qualified leads.
There are tons of reasons to use virtual numbers with your marketing campaigns. But here, in our opinion, are the top 3.
1. Better metadata improves conversion rates
According to Google, 62% of customers find it extremely important to be able to call a business at the purchase stage, and inbound calls are generally the final touch point in the customer’s journey. If you’ve connected a specific campaign to a phone number, you’ll know in advance why a customer is calling. You’ll know what product has caught their attention, what landing pages they’ve visited, and maybe even which keywords inspired them to pick up the phone. With this kind of metadata, you can arm your call handlers, and help them convert more leads.
2. Higher marketing ROI reduces spend
3. Implementing learnings results in more qualified leads
When you’re developing messaging and ad buys, you want to be sure that the time and money you are spending will lead to more sales. One of the reasons it’s good to have different virtual numbers for different campaigns is that calling customers are usually more motivated buyers. They probably have specific questions. And, by routing your inbound calls to the right agent, you have a better opportunity to turn that qualified lead into a loyal customer.
Combining MessageBird numbers with Voice can let you know where your inbound leads are coming from. Check in with us to learn more, and start getting more mileage out of your marketing campaigns. This integrated approach exemplifies how modern marketing automation should facilitate two-way conversations rather than just broadcasting one-way messages. While this approach works excellently for traditional businesses, virtual numbers have creative applications too. Musicians and artists are discovering innovative ways to use VMNs for fan engagement and direct promotion, creating intimate connections that drive stronger audience loyalty and engagement.
