Attribution Terms
10 terms in the attribution category of the call tracking glossary.
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Call Attribution
Call attribution is the assignment of an inbound call to the specific marketing touchpoint that drove it, so phone leads can be credited in the same reporting as clicks and form fills.
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Call Conversion
A call conversion is a phone call that meets your definition of a valuable lead (by duration, source, or outcome) and is counted as a conversion in your analytics or ad platform.
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Dynamic Number Insertion (DNI)
Dynamic number insertion (DNI) is a script that swaps the phone number shown on your website based on how each visitor arrived, so calls can be attributed to a source without a separate number per visitor.
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First-Touch Attribution
First-touch attribution credits the entire value of a conversion to the very first marketing interaction a customer had, highlighting which channels create awareness.
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GCLID
The GCLID (Google Click Identifier) is a unique tag Google Ads attaches to a click so the resulting conversion (including a phone call) can be matched back to the exact ad and keyword.
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Keyword-Level Tracking
Keyword-level tracking attributes a phone call to the exact search keyword that drove the visit, the most granular form of call attribution for paid and organic search.
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Last-Touch Attribution
Last-touch attribution credits the entire value of a conversion to the final marketing interaction before it happened, highlighting which channels close.
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Multi-Touch Attribution
Multi-touch attribution distributes conversion credit across several marketing interactions in the customer journey, rather than assigning it all to one touchpoint.
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Offline Conversion Import
Offline conversion import is the process of sending conversions that happen off the website (such as a qualified phone call) back into an ad platform to credit the click that caused them.
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UTM Parameters
UTM parameters are tags added to a URL (source, medium, campaign, and more) that tell analytics tools where a visitor came from.
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