What does attribution confidence mean?

What decides the confidence?

Each website visitor is shown a tracking number from the pool. When a call comes in, Call Tracking looks at who held that number at the moment the call started.

The caller's location comes from their phone company. A visitor's location is an approximate one, from their internet connection. When either isn't known, location can't help, so the most recent visit is chosen and the call is Low confidence.

Calls to a static tracking number have no confidence level, because they aren't linked to a visit.

What doesn't affect it?

Campaign tags and ad click IDs. Confidence is about which visit the call came from, not what's known about that visit. A High confidence call can still have no campaign, for example from a visitor who typed the address in.

Where can you see why?

In the Enfonica Console, go to the tracking site's Tracked calls, and open a call. The attribution panel shows the confidence, the reasons for it, such as Single session match, Unique geographic match or Closest geographic match, and the visit it chose. For Medium and Low calls, it also compares the chosen visit with the others. This is what to share with a client who questions a result.

A caller who rings the same tracking number again within 7 days is marked Repeat caller. Their call takes the attribution, and the confidence, of their last attributed call.

How do you get more High confidence calls?

Medium and Low confidence come from visitors sharing a number, which happens when everyone in the pool already has one. So:

• add numbers to the pool, especially if its Health is At risk or Critical. To learn more, see How many tracking numbers does a website need?;
• limit the pool's rule to the pages people call from;
• swap the number only for visitors from ads, if you don't need to track the others.