Call Attribution

Call attribution is a way to track calls by tying phone numbers to data from an ad source (such as keywords, sessions or campaigns). It provides visibility into digital campaigns and allows accurate measurement of marketing ROI.

Understanding Call Attribution

Call attribution is a form of conversion tracking technology performance marketers use to optimize for online channels that generate the most customer calls. Call attribution can provide the same level of insight for call conversions that tools like Google Analytics or Mixpanel provide for digital campaigns.

How Call Attribution Works 

Attribution works by tying a unique phone number to each channel, a technology also known as dynamic number insertion (DNI). DNI basically uses a snippet of Javascript that replaces the phone numbers on your ads or webpages by dynamically provisioning trackable phone numbers from a pool of local, international or toll-free phone numbers. This allows marketing agencies like Scorpion get granular data by tracking online behavior and tying phone leads back to the ads, campaigns or keywords that were used to generate each specific engagement.

Marketers can attribute calls at the campaign, keyword or visitor level. Call attribution captures profile data once an online user calls the number on a landing page or ad. This data can then be integrated with other marketing software to provide a full picture of what happens online and offline to help drive higher quality conversions.  Call Attribution at the visitor level

Call Attribution for Marketing Optimization 

Using call attribution, marketing teams can make more informed decisions on how to allocate their marketing spend by optimizing for ads and keywords that are driving the most calls. This can help increase revenue while reducing the cost per acquisition (CPA). Call attribution or the ability to track calls can also demonstrate the value of an online directory or listings website by generating more qualified leads for professionals. Bridging online behavior to offline conversions also helps marketers optimize overall performance by concentrating marketing efforts on campaigns that bring tangible business results.

Call Tracking Building Blocks

To find out more about how you can implement call attribution, watch this demo. For a crash course in managing and attributing numbers, take a look at Number Management 101 and follow up Number Management 102