CallTrackingMetrics

CallTrackingMetrics attributes phone calls to the campaigns that produced them and applies AI analysis to understand what motivates customers to buy. Connecting a call back to an advertisement is the foundational problem this category exists to solve.

The reason it needs solving is that phone calls are invisible to web analytics. Digital marketing measures clicks and form submissions precisely and knows nothing at all about the person who saw an advertisement and telephoned instead, which for a business where most enquiries arrive by phone means most of the marketing is unmeasured.

Dynamic number insertion is the mechanism underneath. Each visitor sees a different telephone number depending on how they arrived, so the number dialled identifies the source, which converts an untraceable call into an attributed conversion.

Analysing conversation content is where the category has moved and it changes what the data is for. Knowing a call came from a particular campaign attributes spend; knowing what the caller asked about, and whether the call was handled well, informs both the marketing and the operation. Pricing starts free, with Marketing Lite at seventy nine dollars a month or sixty five annually, which puts genuine attribution within reach of a business too small to have considered it.