Overview

The timeline provides a detailed view of each call event, including marketing attribution, session data, and lead lifecycle milestones. This information helps you understand exactly how callers found your business and which marketing efforts drove the interaction.

When you click on a call event in the timeline, the event expands to display attribution data, tracking parameters, and call context details. This allows you to analyze performance, optimize campaigns, and improve conversion tracking.

How to View Call Attribution Details

1. Log in to your 800.com account.

2. Navigate to Call Tracking or Call Analytics.

3. Locate the call event in the timeline.

4. Click on the call event to expand it.

5. Review the attribution, marketing, and tracking information displayed.

Attribution Details Available in Timeline Events

When expanded, timeline events include several categories of attribution and tracking information.

Lead Lifecycle Milestones

These milestones show the progression of a caller through your funnel.

Milestones may include:

• First Touch – The initial marketing source that brought the visitor to your website.

• Lead Creation – When the caller first interacted with your business.

• Qualified Lead – When the lead meets qualification criteria based on conversation, outcome, or configured rules.

These milestones help you understand how leads progress from initial contact to conversion.

Marketing Attribution Information

This section identifies the marketing source responsible for generating the call.

Available fields may include:

• Source – The origin of the traffic (example: Google, Facebook, Direct)

• Medium – The marketing channel (example: Paid Search, Organic, Referral)

• Campaign – The associated marketing campaign

• Keyword – The keyword associated with the call, when available

• Referrer – The website or page that referred the visitor

• Marketing Touchpoint (MT) – The specific marketing tactic or channel responsible for the call

This information helps determine which campaigns and channels are driving results.

Landing Page and Tracking Parameters

This section shows the landing page and UTM parameters captured during the visitor session.

Available fields may include:

• Landing Page URL – The page where the visitor entered your site

• utm_source – Identifies the traffic source

• utm_medium – Identifies the marketing channel

• utm_campaign – Identifies the campaign name

• utm_content – Identifies specific ad or content variation

• utm_term – Identifies the keyword associated with the campaign

These parameters allow detailed analysis of campaign performance and visitor behavior.

Click Identifiers

Click identifiers are used to match calls to advertising platforms for conversion tracking.

Available identifiers may include:

• gclid – Google Ads Click ID

• msclkid – Microsoft Ads Click ID

• fbclid – Meta (Facebook) Click ID

• Other platform-specific identifiers, when available

These identifiers enable accurate conversion attribution and reporting within advertising platforms.

Technical and Session Information

This section provides technical context about the caller’s session.

Available fields may include:

• Browser – The web browser used by the caller

• Device Type – Desktop, mobile, or tablet

• Session information – Data related to the visitor session

• Tracking number and pool information

This information helps troubleshoot tracking issues and understand user behavior.

How Attribution Data Is Collected

800.com collects attribution data using Dynamic Number Insertion (DNI) and tracking scripts installed on your website. This allows the system to:

• Associate calls with marketing sources

• Capture UTM parameters and click identifiers

• Track visitor sessions and campaign performance

• Attribute calls to the correct conversion source

This ensures accurate reporting across your marketing and analytics platforms.

Why Attribution Details Are Important

Viewing attribution data in timeline events helps you:

• Identify which campaigns generate calls

• Optimize advertising performance

• Track lead quality and conversion sources

• Improve marketing ROI

• Diagnose tracking or integration issues

Need help?

Our support team is available to assist with setup, integrations, troubleshooting, or questions. Reach out to us at support@800.com.