As display marketers begin to drive more calls from their display ads, there are tools to help attribute and optimize those calls. Just like you track clicks and customer calls from your paid search, email, social, and other digital marketing, it’s possible to do the same for your display advertising.

These are 3 stages display marketers will pass through when attributing and optimizing call conversions from their campaigns.

Attribute: Getting Full Credit

Display marketers understand how important it is to get full credit for the impact their display campaigns make. Call attribution technology helps marketers capture complete data on every call, caller, and conversation from your display advertising.

You can then rapidly optimize for the ads, placements, and web pages driving the most qualified conversions. Get insights on:

  • The Marketing Source: Know the display ad and placement that drove the call and the caller’s activity on your website.
  • The Caller: Capture the caller’s name and number, their geographic location, and the time/day of the call.
  • The Conversation: Know who answered the call, what was said, how long it lasted, if the caller converted, and why.

It works for both programmatic and non-programmatic campaigns, whether a consumer calls from your click-to-call ad, from your website, or later from a different channel. Knowing how your display ads influence call conversions requires stage two: view-through attribution.

Consider: View-Through Attribution for Display

Often times conversions influenced by display do not occur when a lead sees the ad, but later through a different channel.

display advertising

Understand how every call conversion is influenced by your display campaigns, even if the lead calls later from a different channel. This is done by moving into the third stage: integration.

Integrate: Improving ROI Within Existing Platforms

As you continue to run your display advertising, you’ll continue to gather data just like you always have. The only difference is that now you have additional offline data as well.

This complete data, both online and offline combined, will become the foundation for all future optimizations. And integrating it with your existing marketing platforms will only make the entire process more efficient.

Display marketers know how important it is to understand the influence of every channel throughout the customer journey. That’s why integrating call data with the data management platforms (DMPs), demand-side platforms (DSPs), multi-attribution platforms, and other tools in their marketing stacks will drive even better ROI.

  1. Audience Targeting: Integrate call data from any marketing channel into your DMP and DSPs to target consumers ready to call. Find purchase-ready audiences with characteristics that match past callers or retarget website visitors who called but didn’t convert. Exclude past callers who became customers from seeing display ads.
  2. View-Through Attribution: Most conversions influenced by display do not occur when a lead sees the ad, but later through a different channel. Integrate call data into your DSP to get full attribution for every call conversion influenced by display, even if the lead calls later from a different channel.
  3. Multi-Touch Attribution: Add call data from display and other channels into your multi-touch attribution platform to see what combination of channels drive conversions. Map when phone calls from each channel occur in the customer journey and assign the right level of credit to each activity. Get a clear, accurate view of the customer journey and so you can make the right optimization decisions to drive ROI.

Need tips to drive more calls from display advertising? Check out our eBook, The Click-to-Call Playbook for Display Advertising.