The Marchex Blog

Why Your Business Needs Marketing Attribution

Maximize your return on ad spend and get credit for the marketing-driven leads you deliver. ​

As marketers, we’re tasked with making sound advertising and marketing decisions across an exhaustive number of devices and channels. For optimal performance, we need to know what’s working. Do you know which interaction is driving the most calls or texts from customers? Are you able to justify your marketing and ad spend accordingly? Truth is, if you don’t have a method to track prospects from online to offline interactions with call or text attribution, you’re at risk of making blind decisions likely impacting your bottom line. Call Analytics or Conversational Analytics –analytics from calls and texts– empowers you to make smart decisions based on hard data, not gut feeling or intuition. In fact, you will be able to clearly track marketing attribution across the board and bridge the gap from online to offline channels.

Know which marketing strategies generate inbound calls and texts

Do you know which message and media drove your customer to call or text? Fortunately, any interaction derived from marketing sources can be tracked and analyzed to help you better understand customer behavior. Marketing attribution data has multiple impacts on your business. You can optimize campaigns, maximize the impact of marketing budgets, and improve return on ad spend (ROAS) based on real-time data.

Anywhere you can put a phone number, including a mobile ad, email, TV commercial or roadside billboard, you can track the volume of calls and text messages derived from that channel. For multi-channel campaigns that run on online and offline channels, Conversation Intelligence fills the gap that digital analytics programs can’t reach, providing a 360-degree view of your marketing.

Use rich data to optimize marketing campaigns

Conversational Analytics can also provide insights into how your customers interact with your brand and what channels and keywords in your paid search marketing are performing best. This can help you make more strategic, data-driven decisions for optimizing your campaigns and paid search bids in real-time.

For paid search, Conversational Analytics technology can capture keywords the prospect searched on before reaching out to your business. This deep level of insights can easily integrate with Google Analytics, Adobe Analytics, or your CRM to track sales and map your full customer journey. Gain a full view into what media is driving customer interactions and connect to more of your best customers.

To learn more about how to gain attribution in your organization, check out our e-book, 4 Ways To Use Call Tracking in Your Marketing Campaigns.