Attribution confidence and reason flags

Every tracked call from a number pool shows a confidence level and the reasons behind it. Confidence describes how uniquely the call could be linked to one session. It doesn't describe whether the session had campaign data: a High confidence call can still have no UTM parameters if the visitor arrived directly.

Confidence levels

Level	Console text	Meaning
High	Uniquely attributed to a single web session.	Exactly one session held the number when the call started.
Medium	Attributed to the closest geographically matched session.	Several sessions held the number, and only one was near the caller.
Low	Attribution is ambiguous — multiple candidate sessions existed.	Several sessions held the number and location couldn't single one out. The closest, or most recent, session was chosen.
No attribution	No web session could be linked to this call.	No session held the number when the call started.
Static number		The number is a static tracking number. Attribution comes from its settings.

Repeat calls are marked separately. If the same caller called the same tracking number in the previous 7 days and that call was attributed, the new call shows Repeat caller and inherits that call's confidence and session.

Reason flags

The attribution panel on a call lists the reasons for the result:

Flag	Meaning
Single session match	One session held the number. Confidence is High.
Multiple sessions active	More than one session held the number. Location was used to choose.
Unique geographic match	Exactly one of the candidate sessions was near the caller. Confidence is Medium.
Closest geographic match	More than one candidate was near the caller. The closest was chosen. Confidence is Low.
Most recent session selected	No candidate was near the caller. The most recent session was chosen. Confidence is Low.
Caller location unknown	The carrier didn't supply a usable location for the caller, so the most recent session was chosen. Confidence is Low.
Missing location data	A candidate session had no location, so the most recent session was chosen. Confidence is Low.
No active session found	No session held the number. No attribution.
Repeat call	The caller called this number within the last 7 days.
Matched from previous call	The attribution was copied from that earlier call.

Read the attribution panel

1. In the Enfonica Console, open the tracking site and click Tracked calls.
2. Open a call.

The panel on the right shows:

• A banner with the confidence level and its explanation.
• A Repeat caller notice, if the attribution was inherited.
• The reason flags.
• Matched Session: when the number was assigned, the landing page, the last page, the visitor's location and its distance from the caller, the referrer, the device and browser, and the campaign, source, medium, term, content and channel with a note on where the source was read from.
• For Medium and Low confidence, a Session comparison that lists the chosen session and each alternative with its time, landing page, campaign and distance.

Improve confidence

Low and Medium confidence come from numbers being shared between visitors. To reduce sharing:

• Add numbers to the pool. See Size a number pool.
• Limit rules to the pages visitors call from.
• Swap numbers only for paid traffic if organic attribution isn't needed.

Confidence isn't affected by missing UTM parameters or click IDs. For those, see Why attribution can be missing or ambiguous.