Why Your Attribution Model Ignores Call Extensions

Episode notes

Episode 127 of Marketing Analytics with Fexingo dives into a blind spot many attribution models share: phone calls. While Clicks and form fills get tracked down to the keyword, phone calls from search ads often get lumped into an unhelpful 'other' bucket or credited to the wrong touchpoint. Lucas and Luna break down how Google Ads call extensions and call-only ads create a data gap, why last-click phone call attribution inflates Google's role, and how a mid-market HVAC company found that 40% of its sales calls originated from display ads the model had zeroed out. If your campaigns rely on phone leads, your attribution model is likely lying to you. This episode shows where the breakdown happens and one practical fix to start recovering the truth. #MarketingAnalytics #Attribution #CallExtensions #PhoneLeads #GoogleAds #CallOnlyAds #LastClickBias #DataGap #HVAC #SearchAds #DisplayAds #MultiTouchAttribution #OfflineConversion #CallRail #MarketingMeasurement #Business #FexingoBusiness #BusinessPodcast Keep every episode free: buymeacoffee.com/fexingo

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