If someone picks up the phone to call you, chances are you have a decent campaign on your hands. However, not all calls are equal.

One crucial factor to consider before deciding on metrics is the difference between inbound and outbound call tracking metrics. You can’t measure the same data for inbound as you do for outbound.

Inbound calls refer to all the calls an individual makes to your business. For example, if someone sees an ad you’re running on Google, finds the phone number, and calls you, that’s an inbound call.

Outbound calls refer to the calls your business makes to potential customers. An example of this would be someone completing a form on your landing page and entering their phone number for you to call them. You’re making an outbound call in this case.

As you can tell, the metrics you would measure for both call types are very different. You’ll want to create a unique strategy and approach for each.

Let’s take a look at the most effective metrics for each type of call.