Call Tracking via Embedded Call Identifiers
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Solution Overview
Problem
Existing online marketing analytics struggle to track conversion rates of advertising campaigns when purchases are made offline, as there is no direct link between online advertisement selections and subsequent offline purchases.
Innovation Solution
Implementing call tracking by embedding an identifier within phone calls made to a tracking number, allowing the link between online and offline activities, enabling attribution of offline purchases to original online advertisements.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If traditional call tracking is implemented using unique phone numbers for each user, then offline purchase tracking capability is improved, but device complexity and cost increase due to managing multiple tracking numbers
Solution Approach 1:
The patent introduces an identifier (such as a cookie or device ID) as an intermediary element that bridges the gap between online user behavior and offline phone calls. Instead of using multiple phone numbers, a single phone number is paired with user-specific identifiers that are embedded in the call data, allowing tracking without the complexity of managing numerous tracking numbers.
Solution Approach 2:
The patent makes a single phone number serve multiple tracking purposes by combining it with user-specific identifiers. The same phone number can be used for all users, but the associated identifiers (embedded in call metadata or transmitted during the call) allow differentiation of individual user journeys, thus achieving multi-functionality without proliferation of phone numbers.
2Measurement precision
If multiple tracking phone numbers are maintained for different users and campaigns, then conversion tracking capability is improved, but loss of substance increases due to higher operational costs
Solution Approach 1:
A single phone number is made to perform multiple tracking functions simultaneously by associating it with various user identifiers and campaign parameters. The phone number serves as a universal entry point while the embedded identifiers carry the specific attribution information, eliminating the need for multiple dedicated phone numbers and reducing operational costs.
Solution Approach 2:
Instead of creating multiple physical phone numbers, the system creates virtual copies of user identification data (identifiers, cookies, device IDs) that are embedded within the call framework. These digital copies carry the tracking information without requiring duplicate telephony infrastructure.
3Measurement precision
If user information is collected during website visits, then offline purchase attribution is improved, but loss of information increases due to privacy and data security concerns
Solution Approach 1:
The patent uses intermediary identifiers (such as anonymous device IDs or cookies) that mediate between user identity and tracking data. These intermediaries allow attribution without directly exposing or storing sensitive personal information, thus maintaining privacy while enabling measurement.
Solution Approach 2:
The system applies different levels of data collection and processing to different contexts. Sensitive information is minimized or anonymized, while only essential attribution data (such as campaign identifiers and basic device information) is retained. This local differentiation of data quality maintains privacy where needed while enabling tracking where necessary.
Data Source
AI summary
When a user visits a website in response to selecting an advertisement, information about the user and/or about the user's visit to the website can be obtained. During the user's visit to the website, a tracking phone number can be displayed. If the user calls the tracking phone number to complete a purchase, an identifier can be embedded in the phone call. A system that handles the phone call can extract the identifier and use it to uniquely associate the phone call with the information obtained about the user's online activity. The system can also use the identifier to obtain the information so it can be used to customize the routing and/or handling of the phone call. The information may also be employed to dynamically determine if or when to present a tracking phone number to the user.