Offline-to-Online Attribution Using Unique Visitor Identifiers
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Solution Overview
Problem
Current methods for associating phone calls with website visits are inefficient, costly, and limited in data integration, as they require multiple phone numbers, interfere with branding, and do not leverage existing web analytics systems, restricting the availability of valuable offline data for online advertising optimization.
Innovation Solution
A system and method that tracks phone calls and form submissions by appending a unique identifier to online activities, enabling integration with web analytics systems to associate offline data with online data, using a single phone number and preserving the original call flow for detailed analytics.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Measurement precision
If multiple phone numbers are used to track different ads, then call attribution accuracy is improved, but device complexity and cost increase
Solution Approach 1:
The patent introduces call tracking numbers as intermediary elements that mediate between ads and the main phone number. These tracking numbers capture call data and forward calls to the business's main number, enabling precise attribution without requiring the business to manage multiple direct contact numbers. The tracking numbers serve as a buffer layer that simplifies the overall system architecture.
Solution Approach 2:
The patent segments the call tracking function into separate tracking numbers for different ads, while keeping the main business number unified. This segmentation allows precise tracking of which ad generated which call, while the main number remains simple and brand-consistent. The segmentation is logical rather than structural, reducing complexity.
2Measurement precision
If multiple phone numbers are used for tracking, then call attribution is improved, but manufacturing cost increases
Solution Approach 1:
The patent treats call tracking numbers as temporary, disposable tracking elements that can be created, used for attribution, and then discarded or recycled. These tracking numbers are inexpensive to generate and manage compared to maintaining multiple permanent business phone numbers. The system creates tracking numbers on-demand for specific ads and campaigns.
3Measurement precision
If phone numbers are changed for tracking purposes, then call attribution is improved, but branding consistency deteriorates
Solution Approach 1:
The patent segments the phone number system into tracking numbers (for attribution) and the main business number (for branding). The main business number remains consistent across all ads and communications, preserving brand identity. Tracking numbers are used only internally for measurement purposes and are never exposed to customers, eliminating branding interference while maintaining attribution accuracy.
4Device complexity
If existing web analytics systems are not integrated, then system complexity is reduced, but loss of information increases
Solution Approach 1:
The patent merges offline call tracking data with online web analytics data into a unified data structure. Call tracking numbers are associated with specific ads, keywords, and user sessions, just like online events. This integration creates a comprehensive view of user journey from online ad exposure to offline call action, eliminating information loss while maintaining manageable system complexity through standardized data formats.
Data Source
AI summary
A system for collecting and indexing data by associating a unique identifier (generated by and provided from an external computer system) with a data file. The data file is acquired from a user operated computer system. The system comprising a series of computers provided in signal communication with one another via a network. The data file could include data collected by a form provided by a website hosted by a web server. Additional data collected from other sources (stored as a record), such as a computer system operated by an agent, would be associated with the collected data file by an inquiry management company. The collected data and associated records are forwarded to a computer system that tracks online users/visitors. The process can marry computer collected data (other than the data file) about website activity with activities independent of the website.