When a tracking number rings, Edesy looks for the website visit that held that number and credits the call to it. Every call gets one of four match types, strongest first.
Match types#
| Match | Portal label | When it applies |
|---|---|---|
exact |
Exact | The number was leased to this visit when the call came in |
grace |
Grace | The visit's lease had just ended, within the pool's cooldown |
repeat_caller |
Repeat caller | No visit held the number, but the same caller number has an earlier attributed call to this pool in the last 90 days. The call is credited to that earlier visit |
none |
Unattributed | No visit and no earlier attributed call to credit |
The lookup runs when the call arrives and is time-boxed, so it never delays the call. If it cannot finish, the call is still connected and recorded as unattributed.
What a call is credited with#
An attributed call carries the visit's campaign context:
| Field | Source |
|---|---|
utm_source, utm_medium, utm_campaign, utm_term, utm_content |
The visit's last touch |
gclid, fbclid |
The visit's click IDs |
site_host, landing_url, referrer |
Where the visit landed and came from |
first_touch |
The visitor's first recorded campaign touch in the last 90 days, if any |
is_first_call |
Whether this caller has called any number in the pool before |
gbraid, wbraid and msclkid are captured with the visit and count as paid traffic for the "paid traffic only" setting.
First touch and last touch#
The script keeps two touches per visitor:
- Last touch is the most recent visit with campaign parameters. On later pages without parameters it is reused for 30 minutes.
- First touch is the first campaign touch, kept for 90 days.
Reports group by the last touch. The first touch is available on each call, in the API and in the webhook.
Tuning attribution#
| You want | Change |
|---|---|
| Fewer unattributed late calls | Longer lease or cooldown (needs more numbers) |
| Fewer numbers | Shorter lease or cooldown, or paid traffic only |
| No shared credit when the pool is full | Keep Show the normal number as the exhaustion setting |
See Number Pools for how lease and cooldown affect pool size.
FAQ#
Why is a call marked Grace instead of Exact? The visitor's lease had ended, but the call came within the cooldown, before the number was given to anyone else. It is still credited to that visit.
Can a repeat caller be credited to the wrong campaign? Repeat-caller matches use the caller's last attributed call to the pool. If they found you again through a different campaign without a live lease, the credit goes to the earlier visit. Filter by match type in reports to see these calls separately.
Are calls to my normal number tracked? No. Only calls to numbers in a pool are matched to visits.