On this page
Definition
Call attribution is the practice of linking an inbound phone call to the marketing source that caused it, such as a search campaign, a social ad, a web page or a mailer.
How it works
The simplest method is one phone number per source. If the postcard prints one number and the Google campaign shows another, the number that rings tells you the source. That is number-level attribution, and it is what VereTel provides: each tracking number carries a label, and the label appears next to every call in your desk.
More detailed methods tie a call to an individual visitor, a click identifier or a keyword. They need extra software on the website and are a different, heavier system.
Why an insurance agency should care
Insurance leads often arrive by phone, and a phone call leaves no trace in a form or an analytics report. Without attribution, spend is judged by guesswork. With it, you can compare what a mailer cost against the calls it produced, and move budget toward the sources that ring.
What VereTel does and does not do
VereTel attributes a call to the tracking number that was dialed, and with number insertion to the site or page that showed that number. It does not attribute by keyword, by individual visitor, or by click identifiers, and its desk does not produce reports yet. To go further, read attributing calls to ad clicks.