Invoca, the leader in AI-powered revenue execution platforms, has announced the launch of its durable attribution solution – a significant enhancement to its call tracking capabilities for Google Ads. Designed to address the challenges of modern privacy regulations, the new technology enables marketers to accurately measure phone leads and conversions from Google Search, Display, YouTube, and Shopping campaigns, even when traditional tracking identifiers are limited.
“With our durable attribution technology, marketers have confidence that their Google Ads phone lead and conversion data is accurate and future-proof, so they can prove their true value and make the right optimizations to improve performance,” said Nathan Ziv, SVP of Product Management at Invoca.
Features and Benefits:
- Accurate Attribution in a Privacy-First Landscape
Durable attribution captures Google identifiers (GCLIDs, GBRAIDs, WBRAIDs) for phone calls. It remains effective even when privacy-focused browsers block traditional tracking, thanks to Invoca’s enhanced conversions support. - Better Insight into Upper-Funnel Campaigns
Marketers running YouTube and display campaigns can now connect phone leads to initial ad views—even on cookie-restricted browsers—enabling full-funnel ROI measurement. - Cross-Device Conversion Tracking
By analyzing user behavior across devices and sessions, Invoca’s technology uncovers which ads influenced consumers before they called. - Enhanced Integration with Google Ads
As the only call tracking provider supporting Google Ads Data Manager, Invoca allows seamless authentication and easier data pipeline management for marketing teams.
Industry-Specific Success Stories:
- Automotive: Christian Brothers Automotive used Invoca to attribute revenue from calls, leading to better budget allocation and ROI growth.
- Financial Services: MoneySolver reported a 30% increase in ROAS by feeding accurate phone conversion data back into Google Ads.
- Healthcare: Nemours Children’s Health cited improved internal credibility by linking patient revenue to ad campaigns.
- Home Services: Renewal by Andersen saved tens of thousands on customer acquisition with smarter Google Ads optimization.
This innovation complements Invoca’s existing suite of AI-driven tools—including call intent analysis and no-code integrations with GA4, Adobe Experience Platform, and Google Marketing Platform—making it a holistic solution for maximizing customer acquisition and minimizing cost per lead.
As digital advertising evolves in response to increasing privacy standards, Invoca’s durable attribution stands out as a critical tool for performance-driven marketers. By delivering actionable insights from first-party data, it ensures campaign effectiveness, budget efficiency, and a competitive edge in the ever-changing Google Ads ecosystem.
