Call Tracking System Using HTTP Proxy for Ad Campaign Attribution
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Solution Overview
Problem
Existing call-tracking systems require multiple campaign-specific telephone numbers, leading to customer confusion and inefficiencies, as temporary numbers often stop working after ad campaigns end, making it difficult to track ad success accurately.
Innovation Solution
A method using a call-tracking system that associates temporary telephone numbers with ads, where the system forwards requests from UEs to web servers, retrieves and stores associated numbers and timestamps, and determines if calls are made within a predetermined time frame to track ad-related calls accurately, using an HTTP proxy server and SCP to manage and report successful calls.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If multiple campaign-specific telephone numbers are provided for ad tracking, then ad success can be tracked accurately, but customer confusion increases and system complexity worsens
Solution Approach 1:
The patent introduces a call-tracking system as an intermediary between the customer's call and the advertiser's telephone number. This system intercepts calls to campaign-specific numbers, logs them with ad campaign identifiers, and forwards them to the advertiser's main number. This mediator enables accurate tracking without exposing multiple numbers to customers, thus resolving the contradiction between tracking precision and ease of operation.
Solution Approach 2:
The system creates virtual copies of the advertiser's main telephone number for different ad campaigns. These are not physical separate numbers but virtual representations that route to the same destination. This allows the advertiser to have one real number while the system manages multiple campaign identifiers, eliminating customer confusion about which number to call while maintaining tracking capability.
2Measurement precision
If temporary telephone numbers are used for ad campaigns, then ad performance can be measured, but reliability deteriorates when campaigns end as numbers stop working
Solution Approach 1:
The system ensures continuous functionality by always forwarding calls to the advertiser's permanent main number, regardless of ad campaign status. The campaign-specific numbers are not abandoned but continuously routed through the tracking system to the active main number. This maintains reliability even when campaigns end, as the tracking infrastructure persists and the main number remains operational.
Solution Approach 2:
The system pre-configures forwarding rules and routing logic before campaigns begin. When a campaign ends, the tracking system already has the information needed to continue routing calls appropriately, eliminating gaps in service. The infrastructure is established in advance to handle both active and inactive campaigns seamlessly.
3Loss of information
If campaign-specific numbers are allocated for each ad, then ad correlation is improved, but device complexity increases due to number management
Solution Approach 1:
The system merges the functionality of multiple campaign-specific numbers into a single tracking infrastructure. Instead of managing separate physical number sets for each campaign, the system combines them all routing through one main advertiser number while maintaining separate tracking records. This consolidation reduces the complexity of number management while preserving complete ad correlation capability through digital logging.
4Measurement precision
If multiple temporary numbers are provisioned, then ad tracking capability is enhanced, but loss of substance occurs as numbers expire and must be re-provisioned
Solution Approach 1:
The system recovers and reuses the forwarding configuration resources indefinitely rather than discarding them when campaigns end. The same tracking infrastructure and forwarding rules continue to function, allowing the system to maintain ad tracking capability without needing to provision new numbers or reconfigure routing. This eliminates resource loss while preserving tracking enhancement.
Data Source
AI summary
A method for call-tracking, call-tracking systems, an HTTP proxy server computer program, web server hosts, web server computer programs and computer program products are disclosed. The method comprises the following steps: forwarding a request for a web page; receiving a reply message comprising a second telephone number; retrieving and storing a first telephone number, the second telephone number, a time associated with the forwarding of the reply message, and a service provider indicator; receiving a trigger message comprising two telephone numbers; determining whether the two telephone numbers correspond to the first telephone number and the second telephone number; and, if the two telephone numbers correspond, determining, based on a time difference, whether the call has been made within a predetermined time or predetermined time interval; and, if the call has been made within the predetermined time or predetermined time interval, store information related to the call.