Call tracking attribution and the customer journey

Understanding your customers’ journeys is crucial to your company’s success. Every touchpoint matters, from the moment they first interact with your brand to the final purchase. But tracking every touchpoint can be challenging, especially when it comes to phone calls. That's where call tracking attribution comes in.

In this blog post, we explore the concept of call tracking attribution and its importance in understanding customer journeys. We discuss the three types of call tracking attribution - first-touch, last-touch, and multi-touch - and how they provide valuable insights into the effectiveness of marketing campaigns. We also provide best practices for call tracking attribution, such as leveraging automation, setting measurement goals, and analyzing results.

What is call tracking attribution?

Call tracking attribution identifies which marketing campaigns, keywords, or channels drive phone calls to your business. It measures the effectiveness of your marketing efforts and provides valuable insights into your customer's journey. You can see the complete picture of how your customers interact with your brand—both online and offline—when you incorporate call tracking attribution into your other marketing analytics.

What does call tracking attribution measure?

Call tracking attribution records the source of a phone call, such as which ad or campaign the caller interacted with before making the call. It also notes caller behavior, such as the time of day and the duration and outcome of the call.

Benefits of call tracking attribution

Call tracking attribution offers three main benefits:

1. Understanding customer journeys

   Call tracking attribution provides insight into how your customers interact with your brand. By understanding the complete customer journey, you can make informed decisions about your marketing strategy. For example, if you notice that a particular ad or campaign generates a high volume of calls, you can optimize your strategy to target that audience more effectively.

2. Improving ROI

   By identifying which marketing efforts generate phone calls, call tracking attribution helps you optimize your marketing budget. As a result, you can focus on the channels that generate the most phone calls, improving your ROI and reducing wasted spend.

3. Optimizing campaigns

   Call tracking attribution provides real-time data to help you make informed decisions about your marketing campaigns. For example, if you notice that a particular keyword generates a high volume of phone calls, you can adjust your bidding strategy to target that keyword more aggressively.

Call tracking attribution provides a complete picture of your customer journey, allowing you to make data-driven decisions that improve your marketing effectiveness and drive more revenue.

The 3 different types of call tracking attribution

There are three types of call tracking attribution: first-touch attribution, last-touch attribution, and multi-touch attribution. Below, we’ll take a closer look at what these types of attribution mean and what they look like in practice.

1. First-touch attribution

First-touch attribution attributes the phone call to the customer’s first touchpoint with your brand. For example, if a customer first interacted with your brand through a Google search, the phone call would be attributed to the Google search campaign. First-touch attribution is useful for understanding which channels initially attract customers to your brand.

For example, let’s say a customer first discovers your brand’s blue light blocking glasses through a Facebook ad. They click on the ad and scroll through various styles of glasses, but don't make a purchase. Later, they see a Google search ad for the same pair of glasses and decide to call your business. At that point, they ask a few questions and decide to make a purchase over the phone. With first-touch attribution, the phone call would be attributed to the Facebook ad, as it was the first touchpoint the customer had with your brand.

2. Last-touch attribution

Last-touch attribution attributes the phone call to the customer’s last touchpoint before they made the call. For example, if a customer clicked on a Google search ad and then called your business, the phone call would be attributed to the Google search campaign. Last-touch attribution is helpful for understanding which channels have the most significant impact on customers' purchasing decisions.

Imagine a customer is searching for a new car. They first click on a Facebook ad for a specific dealership. They end up browsing the website, but don't make a purchase. A few days later, they they see a Google search ad for the same dealership and decide to visit the website again. Finally, they see a retargeting ad. At this point, the customer calls the dealership, tells the sales team which car they’re interested in, and agrees to purchase the vehicle. With last-touch attribution, the phone call would be attributed to the retargeting ad, as it was the last touchpoint the customer had with the dealership before the sale was finalized.

Multi-touch attribution

Multi-touch attribution attributes the phone call to multiple touchpoints along the customer journey. For example, if a customer clicked on a Google search ad, visited your website, and then called your business, the phone call would be attributed to all three touchpoints. Multi-touch attribution is useful for understanding how all touchpoints in the customer journey contribute to a phone call.

Suppose a customer sees a Facebook ad for your activewear brand and clicks on it. They browse your website but don't make a purchase. The next day, they see a Google search ad for the same product line and click on it. They again visit your website but leave without making a purchase. Finally, they see a retargeting ad and call your business to purchase the loungewear set they’ve been eyeing. With multi-touch attribution, the phone call would be attributed to all three touchpoints: the Facebook ad, the Google search ad, and the retargeting ad.

Best practices for call tracking attribution

To get the most out of your call tracking attribution, it's important to follow best practices. Keep reading for some tips to help you get started.

Leverage automation

One of the best practices for call tracking attribution is to leverage automation. Leveraging automation means using software tools to automate the tracking and reporting of your calls so you can spend less time on manual data entry and more time analyzing the data and making informed decisions.

Automating call tracking attribution has several benefits. First, it can help you to track calls more accurately and consistently since software tools are less prone to human error than manual tracking methods. Additionally, automation can save you time and resources since you won't need to spend as much time manually tracking and reporting on your calls.

Some examples of call tracking automation tools include call tracking software, CRM systems, and marketing automation platforms. These tools can help you to track and analyze your calls in real time, generate custom reports, and integrate your call data with other marketing and sales data to give you a more complete view of your customer journey.

Example 1

A business could leverage automation by setting up automatic call tracking for their online advertising campaigns. Doing so lets the business see which ads drive the most calls so the marketing team can adjust their strategy accordingly.

Set measurement goals

Setting measurement goals is an essential step in optimizing the effectiveness of call tracking attribution. When you define what you want to achieve with your call tracking attribution efforts, you can identify the key metrics you need to track to measure your success. With these metrics in mind, you can set specific goals and track your progress over time.

Some common goals businesses may set for call tracking attribution include:

• Increasing the number of phone leads generated from marketing campaigns
• Improving the quality of phone leads generated from marketing campaigns
• Increasing the conversion rate of phone leads to sales
• Identifying which marketing campaigns and channels are driving the most phone leads
• Understanding which marketing campaigns and channels are providing the best ROI

Once you’ve identified your measurement goals, you can track your progress over time and adjust your campaigns as needed. For example, suppose your goal is to increase the number of phone leads generated from marketing campaigns. You can track the number of calls generated from each campaign and adjust your marketing spend accordingly. If you find one campaign generates significantly more phone leads than another, you can shift your resources to focus on that campaign.

Setting measurement goals can also help you identify areas for improvement in your call tracking attribution process. If you’re not meeting your goals, you can review your data to identify any issues with your tracking or reporting methods and adjust as needed.

Example 2

A business could set a measurement goal of increasing call volume by 20% over the next six months. They could then track their progress using call tracking attribution and adjust their marketing campaigns to achieve their goal.

Analyze results and use learnings for improvement

Finally, it's essential to analyze the results of your call tracking attribution and use that data to improve your campaigns. By analyzing your data, you can identify trends, patterns, and areas for improvement. You can then use this information to make data-driven decisions and optimize your marketing campaigns for better results.

Example 3

A business could analyze call tracking data and discover their online advertising campaigns drive a lot of calls. However, many of those calls don’t result in sales. They could then adjust their messaging to better align with their target audience and improve their conversion rates.

By following these best practices, you can get the most out of your call tracking attribution and improve your marketing campaigns for better results.

Build a custom call tracking solution with Telnyx

Call tracking attribution is an essential tool for businesses looking to improve their marketing campaigns and drive more revenue. By tracking your calls and analyzing the data, you can gain valuable insights into your customers' journeys and optimize your campaigns for better results.

With Telnyx, you can easily set up and track your call tracking attribution, allowing you to focus on analyzing the data and making informed decisions. By following best practices, such as leveraging automation, setting measurement goals, and analyzing results, you can get the most out of your call tracking attribution and drive better results for your business.

Telnyx provides the tools you need to build a custom call tracking solution that fits your unique business needs. Call Control (the Telnyx Voice API), combined with our Numbers API, provides everything you need to build a robust call tracking application:

The Numbers API enables you to search the Telnyx phone number inventory in real time, and Call Control enables you to quickly set up dynamic forwarding numbers, toggle dual-channel recording, join and leave dynamic conferences, and pull post-call analytics.

You can get started in two easy steps:

1. Buy toll-free numbers and associate them with specific campaigns. Telnyx allows you to purchase toll-free numbers and associate them with specific campaigns. Associating numbers with specific campaigns allows you to track which campaigns drive the most calls and revenue.
2. Use our Voice API and Developer Docs to build your perfect solution. Telnyx provides a Voice API and extensive developer documentation that allow you to build a custom call tracking solution tailored to your specific needs. Custom call tracking solutions can include building custom IVRs, call routing, and call recording solutions.

You can follow this tutorial to build a custom call tracking app that can do the following:

• Search and order a phone number by area code.
• Store a 'binding' of Telnyx phone numbers to a forwarding number (to which incoming calls to the Telnyx phone numbers will be forwarded).
• Receive inbound calls to the Telnyx phone number.
• Transfer calls using Call Control.
• Store webhook events associated with calls to a datastore.

Telnyx's private network ensures high-quality calling, while Mission Control allows you to debug communication issues, making it easier to focus on analyzing your call tracking data. With Telnyx's tools and support, you can build a custom call tracking solution that meets your unique business needs, giving you the insights you need to make informed decisions and drive revenue.

Talk to our team of experts to learn how Telnyx can help you build your custom call tracking solution and provide you with the tools you need to optimize your marketing campaigns for better results.