This document discusses the challenges of mobile attribution in marketing. It notes that 90% of consumers use multiple devices and marketing has largely moved to mobile platforms. However, attribution tools have not fully accounted for mobile interactions like phone calls that are important sources of leads and sales. The document proposes using call tracking data to improve attribution of interactions across channels to identify the most effective paid search keywords, emails, pages, and other campaigns that are driving calls and conversions. It provides examples of how leveraging call data in this way helped optimize campaigns and improve call response rates by over 30% for some companies.

1. Overcoming the Challenges of
Mobile Attribution
Presented by:

2. We live in a mobile,
omnichannel world.
90%
of consumers move
between multiple
devices to accomplish
their goals.

3. Marketing has gone mobile….
EMAIL
Over half of Emails
are Opened on Mobile
SEARCH
Mobile Search
Overtook Desktop
Search in 2015
ADS
Mobile Ad Spending
Growing at 3x Non-Mobile
Digital Spending
SOCIAL
100% of Facebook’s
Revenue Growth is Coming
from Mobile

4. … and it’s changing consumer behavior
vs.
This is a computer.
This is a phone.

5. Billions
70%of mobile searchers
have clicked to call
a business based
on search results.
SOURCE: eMarketer, BIA Kelsey
Mobile Calls to Businesses
Mobile Marketing Spend
In an omnichannel world, the customer
conversation becomes more important than
ever.

6. Conversations are the single most valuable
customer interaction.
SOURCE: 2015 Invoca Call Intelligence Index, 2014 BIA Kelsey
Calls are the most valued form of lead especially in high value, high spend
verticals like professional services, insurance, and travel.
Higher Converting Higher Average Order

7. Customer:
Campaign:
ROI:
Next Step:
CALL
SEARCH
EMAIL
SOCIAL
WEBSITE
DISPLAY
Unknown
Unknown
Unknown
Unknown
But today’s attribution tools are
left out of the conversation.

8. Leveraging Call Intelligence
for Better Attribution &
Competitive Advantage

9. EX: PAID SEARCH
Think beyond just the ad…
• Include strong call/phone number CTAs on
your landing pages, especially for mobile
campaigns
• Track and measure conversions from landing
pages, not just click-to-call buttons
• Get granular level data on which campaign,
ad group, keyword drove the call
• Get full picture ROI on which keywords are
actually driving revenue

10. 70% of our calls from paid search come from a
landing page, not the ad.
31%
69%
Call directly from ad
(Call Extensions)
Call from landing
page
EX: PAID SEARCH

11. Use data from call outcomes to better personalize your
retargeting campaigns.
How: Data from call – product offer page, keywords said,
appointment booked/sale made – is synced to DMP and uploaded to
retargeting ad platform.
EX: PAID SEARCH

12. EX: WEB OPTIMIZATION
VS
Form response rate lift: -14.34%
Call response rate lift: 37.89%
A B

13. ~70% call response rate
improvement within two months
EX: WEB OPTIMIZATION

14. VS
Learn customer communication preferences and tailor your
messages to them.
EX: WEB OPTIMIZATION

15. EX: EMAIL
Opens:
Clicks:
Conversions:
ROI:
What the Marketer Sees:
When a prospect or customer
choses to call from an email…..

16. Call: 1-866-873-9408
Leverage dynamic number insertion in email campaigns for 1:1
attribution from every email.
EX: EMAIL
VS.
Call: 1-866-873-9408 Call: 1-844-215-2963

17. Want to learn more?
855-980-4867
sales@invoca.com
www.invoca.com/demo