Call Attribution

CallTrackingMetrics’ data highlights the entire customer journey, from offline to online. You’ll receive everything you and your clients need to map out a complete and actionable sales funnel.

If you can put a phone number on it, CallTrackingMetrics can track it! By assigning tracking numbers to each of your ads, campaigns, or channels (including directories, landing pages, Google AdWords, print, TV, and so forth) CTM will be able to attribute those phone calls back to the advertising channel that lead to the call. Tracking these response rates identifies channels to focus on, informs A/B testing, offers insights into customer behavior, and hones your efforts to encourage prospects along their journeys.

What is Call Attribution?

Call attribution refers to process of associating details of individual marketing campaigns to phone calls. It provides insight into the specifics of what efforts (e.g. keywords, campaigns, sources) are generating calls and driving interactions.

CallTrackingMetrics Call Attribution Models
CTM offers two types of call attribution: first touch attribution and last touch attribution.

  1. First touch attribution will cookie the website visitor to the first source they used to come to your website. This means if someone comes to your website for the first time by clicking a Facebook ad, they will be cookied to see a Facebook paid tracking number for 30 days on your website. If the visitor does not place a phone call on the first visit and comes back to your website through a different channel (such as a Google Organic search listing) at a later date, they will continue to see your Facebook paid tracking number.
  2. Last touch attribution will always cookie the visitor to the most recent way they came to your site and show a tracking number associated to that channel. If we use the same scenario as above, when the visitor re-visited the site through a Google Organic listing, they would see a tracking number for Google Organic and the phone call would be attributed to the source of Google Organic.

CTM allows you to configure each tracking source to be either first touch or last touch attribution, offering marketers complete flexibility when creating and attributing new campaigns.

The CTM Advantage:

Having instant information about the caller helps sales agents better understand customer needs. Knowing what channels callers have come through lets marketing teams know where to focus their efforts and how to improve existing campaigns. Understanding ROI is critical to spending effectively across multiple channels.

Attribution Models Explained

Not sure which attribution model is the best fit? We've created a video that explains the two attribution models so that you can determine which is the right fit for your campaigns.

First- and last-touch attribution models can be activated under the main menu at Numbers → Tracking Sources inside of the CallTrackingMetrics platform.

How It Works

Know exactly which ads are driving calls, texts, and form submissions

Step 1

One line of CallTrackingMetrics' tracking code on all the pages of your site does all of the work. No custom URLs or tags needed.

Step 2

Tracking code will instantly recognize the channel and geographic location visitors are coming from and show them the correct phone number.

Step 3

Incoming calls are matched to an exact website visitor. You will instantly know the referring URL, search keywords, landing pages, and ads the caller came through.

Step 4

The tracking code remembers the original advertising channel for each visitor, continuing to show them the same tracking number each time they visit your site.


Talk to a member of our team, and get a chance to experience the world’s only combined call tracking and contact center automation platform.

Call +1 888 898 0513