Are Agencies Missing Call Data in Their Attribution Model?

Most agencies track clicks, CTR, and form fills.

But what about phone calls?

For industries like real estate, healthcare, and home services, calls are often the highest-converting leads — yet many get attributed to “Direct” traffic or not tracked properly at all.

If you’re not tracking calls at the campaign or keyword level, your attribution model may be incomplete.

We started using Unique Number Insertion with CallAtlas to assign different numbers per platform, and it helped us see which campaigns actually drive conversations — not just clicks.

🤔 Are you tracking calls in your attribution model? How are you handling it?