The Web Guys knows that paid search campaigns are one of the most measurable forms of digital advertising. Yet, one area still causes frustration for many businesses: tracking phone calls and accurately attributing them to the right campaign, keyword, or ad. For service-based businesses where phone calls are the primary conversion, the ability to understand which ads are truly driving results is critical. Unfortunately, call tracking and attribution aren’t always as straightforward as they seem. Read on as we explain more about call tracking and attribution issues in paid search campaigns.

Why Call Tracking Matters

For local businesses, especially those in industries such as home services, healthcare, or law, a majority of leads still come in via phone calls. While online form fills and e-commerce transactions can be easily tied back to specific ad clicks, calls often get lost in the shuffle. Without proper tracking in place, businesses risk undervaluing their paid search campaigns—or worse, continuing to spend on keywords that don’t generate quality leads.

Call tracking bridges that gap by assigning unique phone numbers to ads, landing pages, or campaigns. When a customer dials, the system records where the call originated, providing valuable insights into which efforts are working. Done correctly, this allows businesses to optimize spend, cut wasted budget, and maximize ROI.

Common Attribution Challenges

Even with advanced tracking tools, several attribution issues tend to arise.

1. Multi-Touch Journeys

Today’s customers rarely convert after one click. A person might click a paid ad, browse your website, leave, and then return later via organic search or direct traffic, before finally making a call. Without clear attribution rules, paid search may not receive credit for influencing the call, even if it played a significant role.

2. Cross-Device Behavior

A user may search on mobile, click an ad, then later complete the call from a desktop number they copied down. If tracking isn’t synced across devices, attribution gets murky.

3. Dynamic Number Insertion (DNI) Gaps

While DNI technology can display unique numbers to each visitor, gaps occur when customers write down a number and call days later. In such cases, the call may not be tied back to the original session or campaign.

4. CRM Integration Issues

Even when a call is tracked, connecting it to actual revenue can be tricky. Without integrating call data into your CRM or analytics platform, you may know a call occurred, but not whether it resulted in a booked job, sale, or long-term customer.

Best Practices to Improve Accuracy

While no system is perfect, businesses can minimize attribution issues with a thoughtful setup:

Use Dynamic Number Insertion (DNI): Ensure each paid click receives a unique, trackable number that links calls back to the originating keyword or ad group.
Integrate With Analytics & CRM: Sync call tracking data with Google Analytics, Google Ads, and your CRM to close the loop between ad spend and revenue.
Establish Clear Attribution Models: Decide whether to credit first click, last click, or a multi-touch model, ensuring consistent reporting.
Qualify Calls, Not Just Count Them: Not all calls are equal. Implement call recording or scoring to understand which campaigns bring high-quality leads.

Call tracking and attribution can be complex, but they’re essential for any paid search strategy that relies on phone leads. Without them, you’re essentially guessing which ads deliver ROI. By addressing common pitfalls and investing in the right tools, businesses can gain the clarity they need to make smarter decisions—and ensure every marketing dollar works harder. Trust The Web Guys to help your business and elevate your digital marketing strategies. Contact our Michigan office at (616) 426-6536 to learn more about how our team can help your business achieve greater success.