by Charlie Braithwaite  Mar 9, 2020

A guide to last non-direct click attribution models

Last non-direct click attribution models give 100% of the credit to your customers’ last non-direct touchpoint. For example, if a customer receives one of your email newsletters, clicks onto your website and browses around, then a week later goes directly to your website and purchases, then the email campaign would get all the credit. Let’s…

by Charlie Braithwaite  Mar 5, 2020

A guide to lead-creation-touch attribution models

Lead-creation-touch attribution models give 100% of the credit to the milestone when a prospect becomes a qualifiable lead. In this piece, we’ll look at how to work out when a prospect becomes a lead, what the pros and cons of this model are, and when it’s best used. When does a prospect become a lead?…

by Dan Wakefield  Mar 4, 2020

What you need to know about attribution windows

Each marketing campaign holds so much potential — and the right attribution reporting tools can help agencies realize that potential. Attribution windows are one such tool, producing game-changing data by revealing the immediate and long-term effectiveness of marketing activities. Here’s a look at how windows take marketing intelligence to another level. Attribution reporting: A quick…

by Charlie Braithwaite  Feb 13, 2020

What is Z-shaped Attribution?

Just like W-shaped and U-shaped models, Z-shaped attribution models are named so due to the shape that they make when you take an overall graphical-level view of how each channel receives credit. As you might’ve guessed, Z-shaped attribution is a multi-touch model that gives credit to all touchpoints in the customer journey. It’s also a…

by Charlie Braithwaite  Feb 12, 2020

Guide to U-shaped Attribution

Like other similarly-named models (think W-shaped and Z-shaped models), U-shaped attribution is a multi-touch, position-based model that vaguely resembles a U when you take a graphical look at how it apportions credit. A multi-touch model means that it takes into account all the different touchpoints along the customer journey, while it’s classified as a position-based…

by Charlie Braithwaite  Feb 11, 2020

Guide to W-Shaped Attribution

A W-shaped attribution model falls into two main categories: Multi-touch: this means that it takes into account (i.e. gives credit to) multiple touchpoints along the consumer’s buying journey. Position-based: This means that the way it decides to apportion credit to those touchpoints depends on their position, in other words where they appear along the buying…

by Dedra Mitchell  Feb 7, 2020

The root of stakeholder buy-in: How better attribution can impact organizational buy-in

If you’re not a decision-maker within your marketing department, getting stakeholder buy-in can make or break your strategy turning into execution. But what really earns stakeholder buy-in at the end of the day? Anecdotally, it seems most marketers struggle with stakeholder buy-in — we all have frustration stories either personally or from our peers about…

by Jason Tatum  Feb 3, 2020

How to choose the right attribution model to assess your sales enablement programs

When your sales team scores a conversion for your company, it’s rarely an event that occurs in isolation. Sales professionals may dream of a perfect one-touch conversion with a new client, but the reality is much more complex: multiple touches, multiple channels, and an organizational headache when it comes to assigning credit for the victory.…

by Melissa Garner  Jan 31, 2020

How to talk to your clients about lead attribution reporting

Businesses invested in their marketing and sales processes can gain much from attribution reports. The data yielded by lead attribution can drive new marketing strategies, inform current campaigns, and ensure that underperforming channels aren’t languishing. These marketing analytics come with one little problem: To the average client, they might seem too advanced. Although the various…

by Charlie Braithwaite  Jan 29, 2020

A guide to linear attribution

What is a linear attribution model? A linear attribution model focuses on multi-touch attribution–meaning it takes into account and attributes credit to multiple touchpoints along the customer journey. In fact, this model actually takes into account every single interaction that a prospect has with your brand prior to purchasing. Mathematically-speaking, they’re incredibly easy to understand.…

by Jay Hansborough  Jan 28, 2020

Use Marketing Attribution To Optimize Your Ad Budget

Every purchase is the result of a consumer journey. That journey begins with a desire—I want a new hat to make me look cool in front of my friends!—and ends with an exchange that benefits your business—if you give me that hat, I’ll give you more money than it cost to make and market! While…

by J.R. Rund  Jan 24, 2020

How to use Google Tag Manager to track calls

Who is on your website and what are they doing there? What kinds of web traffic are you driving? If you’re a marketer, these are burning questions you probably ask yourself frequently. You’ve probably already gone to great lengths to figure out how to monitor this activity. There are a variety of ways you can…

by Kevin Mann  Jan 21, 2020

CallRail for Google My Business: Get to know your local customers through call tracking

Make your business seen within your community Google My Business (GMB) is a free platform that helps any business take control of their local search presence, which is especially helpful for small businesses. If you’ve ever been in a new city and entered “restaurants near me” into Google, you’ve already seen GMB in action. Google’s…

by Karissa Austin  Jan 7, 2020

How platform bias and faulty integrations undermine your marketing tech stack

From social media to paid search, there’s no shortage of marketing technology on the market today. But do more platforms mean better measurement? Not necessarily. Our new Attribution Report found that 75 percent of marketers using four or more platforms say they spend too much time on reporting. For marketers using five or more platforms,…

by Jules Tompkins  Dec 4, 2019

5 marketing attribution pitfalls marketers must avoid

Marketing attribution has grown in complexity over the last decade-plus, thanks in part to an unprecedented proliferation of new advertising platforms and new content types. Getting attribution right is not just an onerous endeavor, but the no. 1 pain point facing today’s marketers –– more challenging than getting organizational buy-in, budget, audience insights, or proper…

by Ryan Garrow  Nov 11, 2019

How agencies can prove positive marketing ROI to clients

This is a guest post by our friends at Logical Position, a Portland-based digital marketing agency. There’s a famous saying in the advertising world from marketing pioneer John Wanamaker: “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” It has always been important to prove to your…

by Dan Wakefield  Oct 28, 2019

What is time-decay attribution?

Time-decay attribution is a multi-touch attribution model that gives some credit to all the channels that led to your customer converting, with that amount of credit being less (decaying) the further back in time the channel was interacted with. The assumption here is that the first advertising channel your customer interacted with merely planted the…

by Sam O' Rourke  Oct 8, 2019

5 free tools and resources to show clients that call tracking can help them

Whether your clients operate a small business or an enterprise company, call tracking can help track, attribute, and report on these calls in order to identify strengths and weaknesses, eliminate ineffective marketing, and convert more leads into sales. Below we highlight a few tools that will help your clients to litmus-test whether call tracking makes…

by Karissa Austin  Sep 18, 2019

Intellibright drives value from first touch to final sale with CallRail and AgencyAnalytics

For more than a decade, the Austin, Texas-based digital agency Intellibright has helped companies across the country excel at online marketing and sales. Their typical client runs a thriving business, but does not have the budget or staff to manage an internal digital marketing team — that’s where Intellibright comes in. Intellibright is compensated according…

by Tim Niziak  Sep 17, 2019

Combining your CRM with email marketing to maximize automotive sales

In today’s online-centric automotive marketplace, using CRM systems (customer relationship management) and email marketing software is obligatory, due to the tremendous sales and revenue potential you gain from maintaining a database full of your customer and prospect data. Being able to follow your leads as they move through your sales funnel, to focus on the…

by Jules Tompkins  Sep 17, 2019

With CallRail, Gravity Digital gives clients the attribution they need to ‘read the funnel from top to bottom’

Gravity Digital is a Houston-area full-service marketing agency that produces amazingly clever content assets like this video for their healthcare clients. When the Gravity team bundles these assets into a campaign, they’re focused on one thing: Driving more qualified website traffic for their clients.  But healthcare isn’t ecommerce. It’s not always simple to tie the…

by Anthony Krolczyk  Sep 10, 2019

5 pro tips for cross-channel call attribution

This is a guest post by Anthony Krolczyk, Brand Director at LumenAd. As one of CallRail’s Agency Partners, LumenAd specializes in organizing CallRail conversion data for a holistic view of all digital investments. Built within a proven framework for unifying programmatic, direct, search and social data, LumenAd consolidates all your advertising functions into one intuitive…

by Andrew Astleford  Sep 3, 2019

An in-depth look at CallRail’s reporting features

Organizing your call analytics in an impactful way that’s also easy to understand is an extensive undertaking even for seasoned marketers. When reporting on lead generation and marketing attribution for your business or a client, the breadth and depth of information at your fingertips can be overwhelming. Still, understanding the full picture of a campaign’s…

by Nick Jascomb  Aug 16, 2019

The importance of attribution for dealership marketing, explained

Have you ever wondered about the impact individual digital marketing tactics and touchpoints have on your customers? And more importantly, whether that budget is translating into effective dealership marketing that brings in leads and closes sales? The effective use of in-depth marketing attribution allows your auto dealership to understand and answer these questions, and many…

by Karissa Austin  Aug 9, 2019

Pain Free Dental Marketing drives calls and fills exam chairs with marketing attribution and call recording

Dentists enjoy marketing their practices about as much as their patients enjoy getting cavities filled. Fortunately, the Texas-based full service digital marketing agency Pain Free Dental Marketing has made it their mission to help practices bring in new patients, so dentists can focus on what they do best. With such a specialized market, it’s critical…