Call Tracking ROI Calculator
Find out how much revenue your marketing analytics cannot see because phone calls go unattributed. Enter your numbers to quantify the gap.
Calculator
Your Numbers
Total inbound calls or enquiries your business receives each month.
What percentage of callers become paying customers?
Form submissions, bookings, or purchases completed online each month.
What percentage of online leads or bookings convert to revenue?
The typical revenue per customer. Use the same currency throughout.
What percentage of your calls can you currently tie to a specific marketing channel or campaign?
Revenue visible to your analytics today
$40,200
(tracked calls + online conversions)
Attribution gap: revenue currently invisible
$59,500
(from untracked calls)
Uplift from full call tracking
+148%
more revenue visible with full attribution
Monthly breakdown
- Total phone revenue (all calls)
- $59,500
- Online conversion revenue
- $40,800
- Total monthly revenue
- $100,300
How the Calculator Works
The calculation is straightforward: it separates your total revenue into what your analytics can currently see and what it cannot. The attribution gap is the revenue generated by phone calls that have no source attached in your reporting.
What "visible" means
Revenue from calls you can already tie to a source (e.g. via Dynamic Number Insertion), plus all online conversions where the source is captured via UTM parameters or referrer data.
What "invisible" means
Revenue from callers you cannot attribute to a campaign or channel. These customers exist in your CRM or booking system, but your marketing analytics cannot tell you which ad drove them to call.
Why the Attribution Gap Matters
Phone calls tend to convert at two to three times the rate of online form fills. For service businesses, trades, and professional firms, the majority of revenue often arrives by phone. When those calls have no source attached, your marketing decisions are based on an incomplete picture.
Channels that drive phone enquiries (often Google Search and Local Services Ads) appear to perform poorly in last-click digital analytics. Channels that produce low-intent web form submissions look artificially strong. Budget decisions made on this data shift spend away from what is actually working.
Multi-touch attribution across both digital and phone touchpoints gives a complete picture of which channels contribute to revenue, not just which ones happen to close the last online step. If you are unsure which attribution model fits your business, the Attribution Model Decision Tree walks you through the key factors in six questions.
Attriqs call tracking and DNI closes this gap by replacing the phone number on your website based on the visitor's traffic source. Every call is logged against the campaign that sent the caller, and call-as-conversion events flow into your attribution reports alongside form fills and transactions.
Once you know your call revenue, the ROAS Calculator can show you how your full ad spend return changes when phone-driven revenue is included, including breakeven and profit ROAS adjusted for your gross margin.
Who Should Use This Calculator
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Home services businesses
Trades, HVAC, plumbers, roofers, and electricians where 60-80% of booked jobs start with a phone call.
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Professional services firms
Law firms, accountants, and consultancies where clients call before committing to an engagement.
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Automotive dealerships
Dealers where test-drive bookings and finance enquiries frequently arrive by phone rather than online form.
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Healthcare and dental practices
Appointment-based businesses where patients call to check availability before booking online.
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Local service businesses
Any business with a local Google presence where phone calls from search are a primary conversion path.
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Marketing agencies
Agencies managing service-business clients who need to demonstrate full-funnel ROAS across digital and phone.
Track Every Call and Chat Alongside Your Digital Channels
Attriqs Dynamic Number Insertion closes the attribution gap on phone calls, integrating call conversions into your full attribution picture.