Callroute
Connecting the unconnected. How we delivered 360 attribution for a leader in unified comms.
Work Overview
Callroute is a market leader in the unified comms space with proprietary solutions for integrating and managing Microsoft Teams Phone.
Callroute needed to be able to attribute real leads, customers and their MRR to website activity and marketing channels.
Totuus set up the correct data infrastructure to achieve the needed associations between web users and leads / customers, land all this data in Callroute’s data warehouse and then expose this intelligence clearly through collaboratively designed dashboards.
The Challenge
Callroute is in a scaling phase, having found firm PMF they’re working hard on demoing their products to a growing number of prospective customers.
Therefore, lead generation is the main concern of the marketing team. In order to refine and focus their efforts on what’s working, they need to be able to append real actions, engagements and conversions from their marketing tactics to their respective leads and customers.
Totuus’ response
The infrastructure
It was crucial that Callroute had firm tracking of all lead generation touchpoints alongside all site engagement as they have a strong organic presence and wanted to understand what content was driving the most converting traffic alongside direct comms and paid activity.
We opted for a server-side tracking solution of Google Analytics which meant we kept all tracking first-party and this enabled us to enrich this solution with first-party identifiers which we then persisted all the way through the lead capture process.
Authenticating users
Using first-party identifiers onsite and in Google Analytics allowed us to append past and ongoing site activity to real, authenticated lead and customer records and further enrich that record with the full wealth of cross-sessional information available in GA.
Loading & Transforming
Customer and lead data provided by the Callroute team was loaded into Google BigQuery alongside the native GA4 export.
This meant we could query between all datasets and use some advanced SQL, draw out the associations and create the reports and insights we needed.
Customer-level insights
We managed to meet all reporting criteria and provide in depth reports from the sessions that leads and customers had had. We focused on what content and conversion points alongside established dimensions such as channels, sources, campaigns were responsible for successfully driving a lead from there, customers.
For example, we linked MRR back to articles and blog posts on the site. We tied conversion activity
A huge thanks to the Callroute team for your clear vision, requirements and for letting us build freely within your systems to achieve this for you. We look forward to working with you on additions to this project and other projects in the future.