How Cartiful Used AvidTrak to Track Sales Calls for E-commerce Marketing Campaigns

The Challenge

Cartiful manages marketing campaigns for e-commerce brands across Google Ads, social media ads, landing pages, and retargeting campaigns. Many of its clients were receiving phone calls from potential customers, wholesale buyers, repeat shoppers, and high-value order inquiries.

The challenge was that those calls were not always connected to the marketing source that created them. Clients could see online sales inside their e-commerce dashboards, but phone-assisted sales were harder to attribute.

This created a gap in reporting. Cartiful needed to show e-commerce clients which campaigns were driving calls that led to sales, not just clicks, add-to-cart actions, or website purchases.

The agency needed clearer answers to questions like:

• Which ad campaigns are generating sales calls?
• Which traffic sources are creating high-value order inquiries?
• Which social media campaigns are leading to phone-assisted purchases?
• Which channels deserve more budget based on real customer conversations?

The Solution

Cartiful used AvidTrak to track sales calls across e-commerce client campaigns. AvidTrak helped the agency connect inbound calls to Google Ads, Meta Ads, organic landing pages, product pages, email campaigns, and retargeting traffic.

With call attribution in place, Cartiful could help clients understand which campaigns influenced both online purchases and phone-assisted sales. This was especially useful for e-commerce brands with higher-ticket products, bulk orders, custom product questions, and pre-purchase support calls.

AvidTrak gave Cartiful the call source data needed to make campaign reporting more accurate and budget planning more practical.

The Implementation

Cartiful used AvidTrak across 9 e-commerce client accounts and 56 active campaigns. The tracking setup covered:

• Google Shopping campaigns
• Google Search campaigns
• Meta Ads campaigns
• Product landing pages
• Seasonal promotion pages
• Email campaigns
• Retargeting campaigns
• Branded search traffic

AvidTrak helped Cartiful connect phone calls to the marketing activity that influenced each customer inquiry. The agency could then compare call quality, sales intent, and campaign performance across different channels.

The Results

After 120 days, Cartiful had clearer attribution for phone-assisted sales across e-commerce client campaigns.

Before AvidTrak, around 54% of sales-related calls were marked as direct, unknown, or unattributed. After AvidTrak was implemented, that number dropped to 16%.

Cartiful also found that Meta Ads were generating more pre-purchase calls than expected, while Google Shopping campaigns were producing a higher share of purchase-ready calls. For one e-commerce client, 38% of tracked sales calls came from Google Shopping campaigns, while 29% came from Meta Ads.

The data helped Cartiful guide clients on where to increase, reduce, or redistribute budget.

Key Outcomes

Customer Quote

Summary