Attribution and Why It Matters

Attribution and Why It Matters

Whilst most salesmen would like to believe every over-the-phone sale they have ever made is a result of their brilliance, the marketing team most likely helped make that call happen.

Especially true for considered purchases. Found in industries like automotive, travel and agency work, customers make their final decision on high-ticket items over the phone. Marketing teams spend a lot of time and money getting leads on the phone, but unfortunately, many take something of a “spray and pray” approach. Whilst this may generate leads and calls, you have no idea where they came from and why.

Software like Calltracks can provide detailed attribution so you know exactly where your customers are coming from. This allows you to focus your marketing budget on successful campaigns and improve your ROI.

There are three primary types of call attribution you need to be aware of to get the best results;

Attribution and Why It Matters

1. Campaign-Level Call Attribution
The most basic type of call attribution, it links a single campaign to a phone call. You can attribute phone calls to search campaigns, affiliate or agency partners, event collateral, and even offline ads. Just assign a single tracking number to each campaign. When someone calls that number, you know it came from that campaign. However, this method can be too basic for detailed insights and difficult to scale up, especially when you have hundreds of campaigns.

2. Session-Level Call Attribution
Session-level attribution, on the other hand, allows you to see all the touch-points within a single user session that led to a phone call. This allows you to link a phone call to specific keywords, landing pages, and browsing activity, giving you a much wider picture than campaign-level attribution. Understanding exactly how your web visitors are interacting with your ads and website provides key insights into what is, and isn’t, working.

3. Visitor-Level Attribution
Visitor-level attribution requires a far more complex set-up with the automated elements of your business, like CRM and data management, working in harmony. However, it is also the most comprehensive model that can track a visitor throughout their entire engagement with your brand. A complete view of what is influencing your sales allows you to make the most informed decisions.

We specialise in providing call tracking solutions to a wide range of businesses, in a variety of industries. If you would like to learn more about how Calltracks can help your business, get in touch and our team will be on hand to answer any questions!