Dependable marketing analytics are the backbone to the many difficult decisions marketing leaders must make every day. It’s hard to feel confident in your decisions when you can’t trust the data in front of you. Marketer’s who reinforce their analytics with complete attribution data are able to account for every conversion, every lead, and the true revenue driven by their campaigns.

When customers choose to call your business instead of converting online, and your marketing attribution data doesn’t capture it, your data can’t be relied upon to make the decisions you need to make. Thanks to mobile, call conversions have been on the rise, with calls to businesses from smartphones expected to reach 162 billion in 2019. Capturing these conversions requires call attribution technology to connect the conversions and revenue back to their original marketing source.

Keep an eye on these 4 marketing reports that can’t be trusted without call attribution data.

Channel Attribution You Can Rely On

The ability to attribute leads, opportunities, and revenue to your marketing channels builds the foundation for marketing analytics.

The most basic attribution models allow marketers to connect real business results (leads, customers, and revenue) back to the original source of conversion. For most marketers, “conversion” means a web conversion and doesn’t account for the offline call conversions driven directly from mobile marketing. This leaves attribution analytics inaccurate and wanting.

It’s why marketers have been adopting call attribution technology to track call conversions from their marketing efforts. By attributing conversions from both calls and the web back to the correct channels, marketing leaders can be confident when making channel budget allocation decisions and proving results.

The Real Winner of Your A/B Tests

Marketers constantly run A/B experiments to optimize everything from the copy of their paid search ads to the colors of their call-to-action buttons. By pitting two versions of an asset against one another marketers can ensure their best assets are used and discover trends. When your A/B tests all return the same results, e.g., magenta buttons convert at higher rates than blue ones, the results can be extrapolated across the rest of your marketing channels.

The results of your A/B tests influence future marketing efforts and if the results aren’t reliable, you may wind up making the wrong optimizations for years. Conversion is a common A/B test results metric, but if you fail to capture every conversion resulting from the test you may accidentally select the wrong variant. Including call attribution data in the results of your A/B tests helps you select the correct test winner and make optimizations that truly drive the best results for your business.

Search marketers consider a wide variety of metrics when making bid adjustments and campaign optimizations. They analyze metrics such as impressions, clicks, position, and cost when making decisions.

Every business has a different goal for their paid search efforts, but driving revenue is a universal priority. Conversions measure when your ads generate new leads or revenue, making it a vital metric for search marketing optimizations.

When optimizing based on conversion metrics it is important that both web conversions and call conversions are accounted for. 58% of searches now occur on mobile devices and when searching on a mobile device, the faster and easier option is to call your business. To truly optimize for paid search, marketers need the ability to track call conversions alongside their web conversions.

Call attribution helps marketers track call conversions driven by Google’s call-only ads, Google call extensions, as well as the calls from your website made by visitors from paid search. These calls, and the resulting revenue, can then be attributed back to your paid search campaigns and keywords to increase your reporting accuracy and optimization effectiveness.

ROI You Can Take to the Bank

Marketers hold ROI above all other metrics because it is the true measure of marketing effectiveness and can be used to justify decisions at every level. Marketing’s ultimate goal is to drive revenue efficiently. Marketers who do this well generate high returns on the dollars spent to achieve these results. But if it can’t be proven, there is little justification for budget increases or proof of your marketing effectiveness.

Accurate marketing ROI reporting relies upon the effectiveness of your attribution across all channels. Most marketers have the ability to connect revenue back to the original marketing source, as long as the conversion occurred online. However, when these conversions occur over the phone, marketers can’t attribute them back to their source and the resulting revenue is misattributed and excluded from your ROI reports. Marketers who are confident in their ROI reporting rely on call attribution to complement their web attribution.

Marketing analytics are only as good as the metrics and data they are built upon. If your data doesn’t encompass the complete results of your marketing efforts, you won’t be able to trust the reports and analytics relied on to make decisions. You do this by including call attribution data in your analytics.

To learn more, download The Digital Marketer’s Guide to Call Attribution.