Understanding Call Attribution
Learn how CallScaler attributes calls to specific marketing sources, campaigns, and keywords.
What is Call Attribution?
Call attribution is the process of identifying which marketing source, campaign, or keyword generated a phone call. CallScaler captures this data automatically through tracking numbers and DNI, giving you a clear picture of your marketing ROI.
UTM Parameters
UTM parameters are tags you add to your URLs to track marketing campaigns. CallScaler captures these automatically when a visitor arrives on your website through a tagged URL. The five standard UTM parameters are:
- •utm_source — Where the traffic comes from (e.g., google, facebook, newsletter)
- •utm_medium — The marketing medium (e.g., cpc, email, social)
- •utm_campaign — The specific campaign name (e.g., spring-sale-2024)
- •utm_term — The keyword (usually for paid search)
- •utm_content — Which ad variation (for A/B testing)
https://yourwebsite.com/?utm_source=google&utm_medium=cpc&utm_campaign=plumbing&utm_term=emergency+plumberClick ID Tracking
Major ad platforms use click IDs to track individual ad clicks. CallScaler automatically captures these when present in the URL:
gclid — Google Ads click ID. Enables offline conversion tracking when paired with the Google Ads integration.
fbclid — Facebook/Meta click ID. Used for Meta conversion API reporting.
msclkid — Microsoft Ads click ID. Enables Microsoft Ads offline conversion imports.
Landing Page Attribution
CallScaler records the exact URL the visitor landed on before calling. This lets you see which specific pages on your website are driving the most calls. Combine this with UTM data to understand the complete journey from ad click to phone call.
Source Attribution in the Call Log
Every call in your Call Log shows its attribution data. You can filter calls by source, medium, campaign, or specific click IDs. This makes it easy to answer questions like "How many calls did my Google Ads campaign generate last month?" or "Which landing page converts the most visitors to callers?"
