December 06, 2017
CallRail, the most popular call tracking and analytics provider, today announced its deep integration with Facebook’s Offline Conversion API. CallRail users can now view calls, texts and form completions driven by Facebook ads natively in Facebook Ads Manager, alongside existing impressions and clicks.
CallRail’s Facebook integration allows businesses to pinpoint exactly which ads are driving calls and, for the first time, texts and form completions. This builds a holistic view of ad performance and leads to smarter ad optimization and data-driven ad spend. With this update, CallRail users no longer have to hop between Facebook and the CallRail platform to manage social campaigns.
“As companies embrace advertising and marketing accountability, attribution is more important than ever,” said Kevin Mann, chief product officer and co-founder at CallRail. “As more and more ad dollars are funneled into Facebook’s increasing options, marketers and advertisers are demanding airtight solutions for attributing their results, and rightfully so. Solid attribution plays a huge role in a company’s ability to grow and develop, especially in increasingly competitive markets.”
The strength of this update is evident in the details too. Many features of Facebook Business have been improved for CallRail users, especially Custom Audiences. Now, CallRail users can retarget prospects who have called and generate a lookalike audience with similar demographics to those who engaged with the ad. CallRail users can also determine if consumers texted a business or completed a form via a Facebook ad.
Furthermore, with CallRail’s data, Facebook can match individual phone numbers to their accounts, allowing for more accurate attribution. Previously, if a user saw a Facebook ad, never clicked on it, yet visited the website through a downstream marketing source, CallRail would give attribution to that source — unaware that it was influenced by Facebook. Now, CallRail can identify prospects who’ve visited a website shortly after viewing a Facebook ad and properly attribute the clicks to social.
“Conversations in marketing far too often center around the click and never the call,” said Mann. “While both are promising steps forward in the conversion…