What information should be sent when?
The first thing to choose when creating a custom push (besides the name) will be to determine when the push should be made. You can choose either POST CALL or PRE CALL:
In this article we want to talk over the two different push times and which version suits your needs most.
The Post Call Push is, like the name already suggests, sent after a call. For the standard pushes, this version is preset.
The biggest benefit of the Post Call Push is that you have more information to send.
The critical drawback is that you don't have the information ready while you are in the call.
The Pre Call Push is triggered right in the moment the call is built up.
This way the sent information is available during the call.
The call duration or a conversion tracking obviously can't be sent before the call is made. This is why you have less information to send.
Which push time to choose in what scenario
In advance: The standard pushes (Google Analytics, Google Ads and Matomo) are set to Post Call Push. Because they will always send the call duration, this setting can't be changed. Only the Custom Push is capable of sending Pre Call.
Before deciding for one push time, you should first consider which data you want to send and when you need it. From this position the decision should be easy.
Here are four examples for different scenarios and the solution of the time question:
1. Monitoring particular marketing channels via Google Analytics
A commonly field of application of Call Tracking is monitoring the number of leads coming from offline campaigns. In this scenario you simply send the event, that a call happened, to Google Analytics.
If you want to track the quality of the calls e.g. by the duration of the call, it is clear, that you have to choose the Post Call Push, because you can't push the duration at the beginning of a call.
2. Sending ales important information to the Call Agent
The classic case for a Pre Call Push is, when you want the Call Agent to have more Information about the calling customer. You can send web data like the product page he visited or what budget he chose in a search form.
This information is sent to a CRM via Pre Push from where the Call Agent can use it for a more successful sales call.
3. Conversion Tracking
The next example connects to the previous one: Your Call Agent made a conversion in the call. The turnover of your website is tracked in Google Analytics. Wouldn't it be nice, if your call turnover could be tracked aside?
Here Conversion Tracking via Post Call Push comes into play. The Call Agent stays in line after the call and tells the system what profit he made. The input he gave obviously isn't available until after the call.
4. Create a contact to take notes for the call
To draw most use out of a call, it is helpful to take notes during the call. A implementation in your CRM that creates a contact and connects it to a call helps having all information at one place.
If you get an inbound call, you want to assign it to the contact in your database or, if the contact doesn't already exist, create the contact first.
If you want to take notes to the particular call, you have tot tell the CRM about the existance of the call at the beginning of it: Pre Call Push.
What if I want both?
You absolutely don't have to do without any advantage of one of the two push times.
If you want to have the web data during the call and the Conversion Tracking after it, just set up two seperate pushes.
Post and Pre Push do have different scopes of application, so you first should determine, what data you want to send and when you need that data in the system you are pushing to.