How It Works
CallTrackingMetrics has to do some development work on their end for this to work. With the JavaScript that they place on your site, CallTrackingMetrics can grab the _biz_uid from the Marketo Measure cookie. This “BizibleId” is then stored by CallTrackingMetrics.
When a visitor comes to your site and makes a phone call, it is the job of CallTrackingMetrics to push that data into Salesforce. Typically, a Salesforce Task is created that populates data such as phone number, subject, type, and now, the BizibleId
The BizibleId is a field that is installed with version 6.7+ of the Marketo Measure Marketing Attribution package.
Below is an example of a Task record with the BizibleId populated.
When Marketo Measure finds a Task record with a known BizibleId value filled in, Marketo Measure can map that user to a web session with the same BizibleId and attribute that session to a phone call instead of a web visit.
The Touchpoint
When Marketo Measure can import/download the task, we process that detail along with the web session. Usually, it can be merged with a referrer or ad. In the example below, a visitor found the business through a Paid Google ad and made a phone call.
The Touchpoint Type “Call” is pulled from the Task, from the screenshot above, which is also populated by CallTrackingMetrics when the Task is created.
Reporting
Touchpoint Type values that Marketo Measure typically pushes are Web Visit, Web Form, or Web Chat, but in the case of CallTrackingMetrics touchpoints, the touchpoint type is Phone Call. This helps marketers see which channels draw in the most phone calls and generate revenue for their organization.
FAQ
Why is my touchpoint type web visit?
The Touchpoint Type is populated from the Task.Type field. If the Task.Type field is blank then Marketo Measure will automatically set the Touchpoint Type as Web Visit. Once the Task.Type field is populated Marketo Measure will read that value and populate the Touchpoint Type accordingly.
What other fields does the Touchpoint populate from the phone call?
Both the Touchpoint Type and Medium contains the data that is pulled from the Task.Type. All other data points are pulled from the web tracking and javascript data.
Why is this phone call not tied to a web session?
First, check the Task to make sure there is a BizibleId populated. If there is no value, then we cannot create a touchpoint for it. This needs to be escalated with CallTrackingMetrics.
If there is a value, note that we only consider all web sessions to be 30 minutes. If a Google Ad was clicked at 12:17pm (start of the session on the website), but the phone call did not occur until 1:05pm, we will not merge the web session and phone call. Rather, Marketo Measure creates a separate Salesforce Task touchpoint to track the phone call, but will not have any web session data.
Partnerships
Marketo Measure currently has one official Call Tracking partner that has gone through the “official” integration process with us, which included co-marketing and product training. This one partner is CallTrackingMetrics.
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