Growth · Measurement and evidence · 03
Attribution and call tracking
Attribution and call tracking connects each inquiry, whether a form, a call, a booking or a chat, to the source that produced it: organic search, an AI engine referral, paid search, direct, referral or a campaign, with calls tracked to the page and source that led to them and the result recorded in the CRM. It is needed when leadership cannot tell which channels produce inquiries, when phone inquiries are invisible in digital reporting, when vendors claim credit for the same inquiry, or when the organization intends to shift spend based on where inquiries really come from. The work produces the attribution model and implementation, call tracking with source attribution, CRM integration so outcomes close the loop, and the reporting that shows inquiries and their value by source.
Scope
What the review covers.
- Attribution model fitted to the organization’s inquiry paths
- Source capture for forms, bookings and chats
- Call tracking with page and source attribution, respecting privacy law
- AI-referred traffic identification and its limits
- CRM integration and outcome feedback
- Reporting by source and intent
Deliverables
What you receive.
| Deliverable | Form |
|---|---|
| Attribution implementation | Forms, calls, bookings, chats by source |
| Call tracking | Configured and documented |
| CRM integration | Inquiry to outcome |
| Source report | Inquiries and value by source, monthly |
Prerequisites
What we need from you.
- Access to the site, phone system, CRM and advertising accounts
- The inquiry paths the business actually uses
- Privacy requirements for call recording and tracking, with counsel where needed
Related
Where this sits.
- Measurement and evidence Service
- Growth Hub
- Dashboard Also
- Monthly evidence report Also
By David Selakovic · Published 2026-10-16 · Revised 2026-10-16 · Reviewed every 180 days
Questions
Asked before engaging.
Can AI-referred traffic be attributed?
Partly. Some engines pass a referrer; others do not. The model records what is observable and states the limits rather than inventing precision.
Is call recording required?
No. Call tracking attributes the call; recording is optional and subject to privacy law and consent.
What about inquiries that came after several visits?
The model records first and last known sources and the path between where it is observable. Reports state the method.