How Can Social Media Support Call Tracking?

Jacqueline Pierce • July 11, 2018

If your business has invested in advertising, it’s a given you want that money to help you stand out, produce an ROI, and convert leads into customers. You may think your website alone can handle all the heavy lifting of lead generation. After all, no one actually uses the phone anymore, right? Wrong. Studies show that call leads convert 10-15 times more often that web leads and that calls to U.S. businesses from search, social, display, or other paid ad campaigns ads have grown 110 percent since 2014.


Now, here’s where social media comes into play. Social media advertising is on the rise and set to increase exponentially. Advertising campaigns of the past never experienced the kind of exposure potential that is available with social media. In fact, if you’re not putting some of your advertising/marketing budget towards running Facebook ad campaigns, you’re doing it wrong. Facebook alone offers access to nearly a billion daily active users on mobile phones. 


Combining the effectiveness of social media advertising with click-to-call functionality will help ensure success in turning those leads into customers and seeing an ROI on your investment. In order to do this and report on calls from ads, marketers need to set up call tracking. So, let’s get down to it with what that entails and the benefits advertisers stand to gain.


Click-To-Call in Social Ads

When your social media campaign includes a click-to-call button on the advertisement, a simple click links the ad directly to the call and therefore to the conversion. Take it from us, this click-to-call button should not be underestimated. If a potential customer doesn’t see a click-to-call button on an advertisement, 47 percent of those searchers said they will likely explore a competitor’s ad instead – this means your business will lose out on an ample opportunity to connect with a valuable customer.


Call Tracking Identifies the Social Media Source

Call tracking goes beyond only measuring the number of calls an ad generates. Additionally, it offers a view of the customer’s actions before and during the call. Wait, how does that work? Thanks to an innovation called “social dynamic number insertion,” the precise source of a phone call and resulting actions can be carefully tied together. A unique phone number is presented to each website or landing page visitor based on the social media ad source. That unique number can then be used to determine the exact source of the lead, and tie the ROI to a specific social media advertising campaign. This allows marketers to measure and test the effectiveness of social media advertising in real time.


Call Tracking Gives Customer Insight

We all want to understand our customers better. Social dynamic number insertion enables marketers to track interactions with the business while also providing a wealth of demographic information about the callers. Need more convincing? This type of reporting includes the impact of social advertising campaigns on inbound leads, opportunities, and sales closed over the phone. Including dynamic call tracking as part of your social media advertising strategy can also help marketers understand the key conversion takeaways, rank phone leads based on the type of inquiry, assess purchase intent, and determine how well the business’s team handled the call.


By tying call tracking and social media advertising campaigns together, you can precisely measure ROI with confidence. Marketers can utilize social dynamic number insertion to create a measurement opportunity, identify the source of the call, track volume and quality, target social advertising spending, and identify the best prospects for social targeting. It all comes down to a science and balance that reduces the number of lost leads while adding value to your client’s business process and taking relationships with customers to the next level.


The fragmentation of search. Why Being Found Is No Longer Just About Google

The Fragmentation of Search: Why Being Found Is No Longer Just About Google

By Rikki Broussard • July 23, 2026
Your customers are still searching. They are just no longer searching in one place. They may start with Google, ask ChatGPT to compare their options, watch a YouTube video, look for examples on Instagram, read reviews, or open a map to find a nearby business. This does not mean your company needs to chase every new platform. It also does not mean SEO is dead. The best response to fragmented search is to strengthen the foundation you already have. Build a clear, credible website, answer the questions your customers ask, share real expertise, and ensure your business appears consistently on the platforms that matter to your audience. AEO, or Answer Engine Optimization, is part of that approach. It helps search engines and AI tools find and understand your answers, but it works best when it is built on strong SEO . Why Are Customers Searching in So Many Different Places? Customers are searching in more places because they now have more ways to find the type of information they want. Every Monday during our BlinkJar staff meeting, each person brings an industry update to discuss. One recent conversation about artificial intelligence and its impact on search reminded me of what happened to television. Jared, my husband and BlinkJar’s founder , spent years working in television. At one time, a few broadcast networks held most of the audience. Then cable created more choices. Streaming services, YouTube, social video, and on-demand programming divided attention even further. Television did not disappear. People gained more ways to watch. Search is moving in the same direction. A prospective customer may search Google for a service, ask an AI assistant to explain the differences between providers, watch a video to see how something works, and read reviews before visiting a company’s website. The challenge is not that Google has stopped working. It is that businesses can no longer assume every customer will begin there. Does My Business Still Need SEO? Yes, your business absolutely needs SEO as it remains the foundation of being discovered online. Google continues to drive valuable, high-intent traffic for businesses. A strong website also gives AI tools, maps, social platforms, and prospective customers a reliable place to learn who you are and what you offer. Your website needs clear service pages, useful location information, simple navigation, relevant internal links, and a sound technical structure. Search engines must be able to crawl, index, and understand your pages. Traditional SEO is not being replaced. It is supporting a larger discovery ecosystem. Think of your website as your company’s home base. Social media, maps, reviews, search engines, and AI tools may help customers find you, but your website is where you control the complete story. 
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By Kingsley Lavender • July 20, 2026
Kingsley Lavender shares what he learned as a marketing intern at BlinkJar Media, including SEO, website updates, content marketing, and real-world agency experience.

Why Personal Connections Matter More Than Ever in an AI-Driven Marketing World?

By Caroline Thaxton • July 10, 2026
Artificial intelligence is changing the way businesses approach content marketing , social media marketing , and digital communications. AI can generate ideas, streamline workflows, and help marketers create content faster than ever before. At Blinkjar, we embrace AI as a powerful tool, but we also know the most impactful marketing still begins with something technology can't replicate: a genuine human connection. As a Creative Content Specialist at Blinkjar , some of my most valuable work happens away from my desk. Meeting with clients, visiting their businesses, and building real relationships gives me a deeper understanding of who they are and what makes their brands unique. Those face-to-face interactions help me create authentic content that reflects each client's personality , values, and story. Can AI Really Tell Your Brand's Story? Every business has a story worth telling . While AI can help organize information, brainstorm ideas, and improve efficiency, it can't experience a company's culture, observe customer interactions, or hear the passion behind why a business was started. That’s why every interaction matters. Whether we’re on a call, exchanging emails, meeting in person, capturing photos and videos, or simply talking through new ideas, each touchpoint helps us better understand the businesses we support. These conversations allow us to see how a brand operates, hear the stories behind the work, and uncover the details that make it unique. Those real insights often become the foundation for stronger content because they reveal perspectives that AI simply can’t generate. How Do Client Conversations Lead to Better Content Marketing? The more time I spend with the businesses we support, the better I can represent their brand. Photoshoots are one way those connections happen, but many of my strongest content ideas come from everyday conversations, planning calls, emails, meetings, and moments when a client shares something we would not have known otherwise. Those small details often become the difference between content that feels generic and content that feels true to the brand. Whether we're discussing a new project, talking through their day-to-day operations, or simply catching up, those conversations give me the context I need to write content that's accurate, authentic, and true to their voice. Instead of relying on assumptions, I can pull directly from their experiences, expertise, and personality . That's what transforms content from informative to meaningful.