Module 2 of the Infinity Partnership Certification Course

Analytics sees the campaign, click and pages viewed but goes blind at the call. Telephony sees the call, its duration and the number dialled but knows nothing about the marketing journey. Nothing joins the two halves together, and that is the attribution problem Capture exists to solve.

When someone lands on the website, Infinity shows them a phone number that is unique to their visit. Visitor A sees one number and Visitor B sees a slightly different one, both ringing through to the same business. Because each visitor saw their own number, the incoming call can be tied precisely to that visit and the marketing journey behind it.

All of the unique numbers ring straight through to the same business, exactly as normal. The different numbers exist purely so Infinity can connect each call to the visit that generated it; they don't change where the call lands or how the customer experiences it.

When a visitor declines visitor-level tracking you'd normally lose them completely, but Extended Channel Reporting still shows which marketing channel (paid search, organic, social and so on) drove the call. That is exactly the visibility your client is afraid of losing.

You may lose the individual journey down to the keyword, but with Extended Channel Reporting the client can still see which marketing channel generated the call. Module 2 describes this as the difference between total blindness and still knowing which channels are driving conversations.

Capture gives visibility, but it is still measuring volume. Knowing where a call came from doesn't tell you what happened during it or whether it was valuable. That is why the next stage of the Loop, Signal, moves the client from volume to quality.