For marketing teams across industries, proving what’s working and demonstrating ROI to financial decision-makers remains one of the most persistent challenges. While digital campaigns with UTM tracking and web forms provide clear attribution data, phone calls have traditionally remained a “blind spot” in marketing analytics. At Moneypenny, we’re proud to already offer self-reported attribution as part of our Phone Answering Service for clients on our personalized plan.
What is self-reported attribution?
Every time someone calls your business, your Moneypenny Receptionist can ask a simple, insightful question: “Just so we can improve how people find us – do you mind me asking how you heard about us?”
This small step unlocks a major stream of value. Your receptionist captures the caller’s answer and logs it alongside all the usual call details. It’s a human-led, real-time way to turn phone leads into rich marketing insight.
What are the benefits of self-reported attribution?
Fill in the missing piece of your marketing puzzle
Clicks and conversions are easy to track online, but what about phone enquiries? These are often the highest-value leads, yet they’re typically left untracked.
With Moneypenny, every phone call includes built-in attribution. That means you finally get a complete view of your marketing performance across all channels, digital and offline.
Whether someone found you via a Google ad, radio campaign, local magazine, or word of mouth, now you’ll know what’s working.
Make smarter, faster marketing decisions
When attribution data includes phone calls, you can confidently adjust budgets and refine messaging based on real results, not assumptions.
Our clients are already using this insight to double down on what’s delivering leads and cut back on what isn’t. Especially for small businesses or tight marketing budgets, this level of clarity can transform strategy.
Report clearly to stakeholders
Demonstrating marketing ROI to leadership or clients is tough when phone calls are a black box.
Self-reported attribution gives you hard data to support your case. With clear, multi-channel reporting that includes offline activity, you can build stronger, data-backed arguments for investment and prove what’s really driving enquiries.
Journey tracking
Self-reported attribution integrates with tools like Ruler Analytics to map the full path from first marketing touchpoint to closed deal. Combined with CRM syncing, it gives you a single view of how leads progress, and where to optimize.
Real stories from real businesses
Top 200 law firm
The challenge
A prominent legal practice was struggling to handle a high volume of new enquiry calls. Their in-house receptionists were often tied up greeting clients or handling admin, leading to missed calls and long response times – sometimes up to 72 hours. With no way to track where enquiries were coming from, the marketing team lacked visibility into which campaigns were working.
The solution
The firm partnered with Moneypenny for overflow support. Now, whenever the in-house team can’t pick up, their Moneypenny receptionist answers the call and qualifies the lead based on predefined criteria. Every new enquiry is asked “Where did you hear about us?”, giving the firm clear attribution data. The result is a more responsive front desk and better insight into marketing performance.
Care home group with multiple locations
The challenge
This care provider was facing inconsistent call handling across its locations. Managers couldn’t always follow up with missed enquiries, and Head Office had no reliable data on lead volume or campaign performance. As a result, marketing effectiveness was hard to measure and opportunities were being lost.
The solution
Moneypenny stepped in to manage all inbound calls 24/7. Each location now benefits from consistent, professional call handling. Receptionists ask tailored qualifying questions like “Are you looking for long-term care?” and direct qualified enquiries to the correct care home manager via CRM integration. Attribution is captured on every lead through a simple, natural question: “Where did you hear about us?”, offering full visibility across the business.
Why choose Moneypenny?
Marketing attribution doesn’t have to stop at the digital journey. With Moneypenny, your offline calls are no longer a dead end – they’re a source of rich, reliable data that supports smarter marketing.
Self-reported attribution is available as part of our personalized plan.
Want to know what’s really driving your calls? Let us help you bring clarity to your campaign performance. Call us on 866 766 5050 to activate self-reported attribution today.
