In marketing, understanding the customer journey across multiple channels is vital for determining the effectiveness of our campaigns. Call tracking plays an indispensable role in this process by providing data that helps us attribute conversions to the correct touchpoints. By integrating call tracking data into our multi-channel attribution models, we can gain a clearer picture of which marketing strategies are driving customer engagement and, ultimately, conversions.

Attribution modeling has traditionally focused on digital touchpoints, but with the advent of sophisticated call tracking solutions, we can now include phone interactions in our analysis. This allows us to create a more comprehensive view of the customer journey that accounts for both online and offline interactions. Call tracking informs us not only that a customer called, but also what led to that call, whether it be a search ad, social media, or an email campaign.

Incorporating call tracking into our multichannel attribution efforts enables us to optimize our marketing strategy more effectively. It provides a more accurate assessment of how each channel contributes to our goals, allowing us to allocate resources wisely and improve the overall customer experience. With this integrated approach, we can refine our campaigns to target audiences more precisely and enhance return on investment.

In multichannel attribution, call tracking plays a crucial role in accurately attributing conversions across various marketing channels. Call tracking software enables businesses to track and attribute phone call conversions to specific marketing efforts, providing valuable insights into the customer journey. By integrating call tracking software into multichannel attribution models, marketers can understand the impact of each touchpoint on the customer’s decision-making process. This data allows for more informed budget allocation, optimization of marketing campaigns, and a deeper understanding of which channels contribute most effectively to conversions. Incorporating call tracking in multichannel attribution strategies enhances measurement accuracy and empowers businesses to make data-driven decisions for improved marketing performance.

Fundamentals of Multichannel Attribution

Multichannel attribution is essential in understanding the impact of various channels in a customer’s journey towards conversion. By identifying and valuing the touchpoints a customer interacts with, we can allocate marketing resources more effectively.

Attribution in Digital Marketing

Multichannel attribution in digital marketing is the process of identifying the roles and values that different digital channels play in informing and persuading customers before they complete a conversion. It’s our method to track the customer’s journey and assign credit to the touchpoints that have contributed to a sale or desired action. Consider the following touchpoints: social media ads, search engine marketing, and email campaigns. Each of these channels can interact with one another and contribute differently to the end goal.

Key entities:

  • Digital channels: Various platforms like social media, search engines, and email.
  • Touchpoints: Specific interactions with digital marketing efforts.
  • Conversions: Desired actions taken by customers, like sales or sign-ups.

Importance of a Robust Attribution Model

A robust attribution model is vital in comprehensively understanding the effectiveness of our marketing strategies. It allows us to quantify the contribution of each channel to sales, avoiding the pitfalls of over or underestimating any single channel’s impact. Knowing which channels are driving conversions informs our decision-making for future marketing budget allocation and strategy adjustments.

Key entities:

  • Sales: The end goal driven by marketing efforts.
  • Attribution model: A method for evaluating individual contributions to the final sale.

Types of Attribution Models

We utilize various types of attribution models, each assigning credit to touchpoints differently:

  1. Linear Attribution: Distributes credit uniformly across all touchpoints.
  2. U-Shaped Attribution: Gives more credit to the first and last touchpoints, with the remainder split among the middle interactions.
  3. W-Shaped Attribution: Assigns heavier credit to three key touchpoints: the first interaction, the lead creation, and the opportunity creation stages, with the remaining credit divided among other touchpoints.
  4. Time Decay Attribution: Assigns more credit to touchpoints closer in time to the conversion, underlining the influence of recency.
  5. Position-Based Attribution: A blend of U-Shaped and Time Decay models, with 40% of credit to first and last interactions and 20% distributed to the middle.
  6. Custom Attribution Models: Tailored models created to fit unique business needs, considering factors like sales cycle length and customer behavior.


By utilizing these models, we can attribute sales and conversions accurately to their responsible channels, guiding our multichannel marketing strategy and investments.

Key entities in a tabular overview:

Attribution Model


Best For


Assigns equal credit to all touchpoints.

Businesses that want a simple approach.


Values first and last interaction the most.

Conversions primarily influenced by two touchpoints.


Focuses on three main touchpoints.

Businesses with longer customer decision journeys.

Time Decay

Increases credit for touchpoints closer to the conversion.

Short sale cycles or promotions.


Combines U-Shaped and Time Decay, with focus on start and end points.

Mixed influence with emphasis on key interactions.


Customized to a business’s unique requirements.

Complex businesses with specific attribution needs.

Integrating Call Tracking with Attribution

To effectively map out the customer journey and understand the impact of phone conversations, we must integrate call tracking into our attribution models.

The Function of Call Tracking in Attribution

Call tracking serves as a vital piece in the attribution puzzle, allowing us to link phone calls to the specific marketing touchpoints that prompted them. By assigning unique phone numbers to different advertisements or marketing campaigns, we gather granular data on which strategies drive calls and, ultimately, conversions. This integration into platforms like Google Analytics helps us piece together online and offline interactions within our marketing funnel.

  • Essential Points:
    • Assigns unique numbers to ads
    • Tracks the caller’s journey
    • Integrates with Google Analytics
    • Provides data on offline conversions

Challenges of Multichannel Tracking

Accurately tracking a modern customer’s path to purchase can be complex due to the multiple devices and channels involved. The integration of call tracking adds an offline dimension to the digital tracking we perform using cookies and various digital marketing metrics.


Ensuring consistency across devices and channels can be a challenge. However, proper configuration and the use of advanced platforms that can handle this integration make it possible to have a holistic view of our traffic sources.

  • Key Challenges:
    • Device and channel consistency
    • Offline and online data integration
    • Complex configurations

Optimizing Marketing Efforts with Call Data

Our marketing efforts are fine-tuned using the insights gained from call data. It informs budget allocation by highlighting which marketing touchpoints are most effective. Adjusting our strategy based on customer behavior observed through call tracking ensures that every dollar spent contributes to our KPIs. We also solve the attribution problem to a certain degree by attributing conversions back to the correct campaigns and ads. This optimization leads to more efficient spending and a higher ROI. Contact this legal marketing company for more information.

  • Optimization Strategies:
    • Adjust budgets based on effective touchpoints
    • Refine campaigns for higher ROI
    • Utilize KPIs for strategic decisions