• by Ray Schultz , June 13, 2023

CallRail, an AI-powered lead intelligence platform, has formed an integration with Adobe Analytics that it says will facilitate multichannel attribution.

The integration “connects call data and online interactions,” says Laura Lawrie, principal product manager, integrations at CallRail.

In addition, unites online lead touchpoints and offline conversions discerned through CallRail’s Call Tracking directly in Adobe Analytics, facilitate multichannel attribution, the firm says. 

According to CallRail, the arrangement delivers these capabilities:

• Visibility into offline and online customer touchpoints along each buyer’s journey. 
• Ability to optimize bidding, increasing marketing effectiveness. 

“Improved performance and optimized ROI are table stakes for sophisticated marketers,” Lawrie says. “But if they’re not tracking both calls and clicks, they’re missing important steps in the customer journey.”

CallRail has integrations with over 50 technology partners, including HubSpot and Salesforce. Earlier this year, CallRail formed an integration with Google Analytics 4 to deliver what it calls actionable call attribution.