At Tryg we have used bmetric for several years. In part to gain insight as to why customers are calling, so we can offer better help, faster; and in part to make sure that our user experience is the best possible across channels, whether you want to buy online or talk to our sales department. bmetric has always delivered swift and high-quality service.Call-Tracking + Contact Personalisation
Your campaigns drive calls.
Those calls are invisible to every platform optimising your spend.
bmetric makes them count.
Captures every inbound call. Attributes it back to its session. Forwards it to every platform that needs to see it. Logged from click to outcome.
Source
Page
Tracking #
Forwarded to
Trusted by leading European enterprises
Up to 0 Lift in ROAS when calls and forms become visible to your bidding platforms
0 Calls and leads handled for clients in 2025
0 Visitor sessions analysed for clients in 2025
Your marketing AI is optimising on half the picture.
Smart Bidding and Meta Advantage+ are making budget allocation decisions right now. They’re working from the signals they’ve received. If calls and offline conversions aren’t in that signal set, those platforms won’t treat them as conversions.
The result is active budget bias. Campaigns that drive calls — typically high-intent, high-value contacts — are undervalued because their outcomes are invisible. Campaigns that drive cheap online clicks are overvalued because their outcomes are easy to count. The bias compounds. Budget moves toward the wrong campaigns. The wrong campaigns get scaled.
bmetric
Campaign Google · Meta · Email
Website Session Behaviour tracked
Inbound Contact Call · Form · Quote
Attribution Outcome → Campaign
How it works
Most marketing AI never sees the calls your campaigns drive.
Call-Tracking closes the loop. Every inbound call captured, attributed back to its session, forwarded as a conversion signal — so Smart Bidding optimises on full revenue, not visible proxies.
The visitor calls from a campaign-driven session. Your back-office records the contact. But Google Ads, Meta, and your analytics never know which campaign drove the call — those platforms treat it as if it didn’t happen. Smart Bidding optimises on visible online clicks alone, while campaigns driving high-value calls get undervalued.
Call-Tracking captures the call, matches it to the session that preceded it, and forwards the attribution as a conversion signal — to Google Ads, Meta, your analytics platform, and your CRM. Smart Bidding optimises on the full picture. Budget follows actual revenue, not visible proxies.
Under the hood
The mechanism in plain terms.
What gets installed, what changes on your site, where the data goes.
- Number swap, on every page load. When a visitor lands on your site, our script identifies every phone number on the page and replaces it with a unique tracking number tied to that visitor’s session — before the page is interactive. The visitor sees the tracking number; your call centre never has to change.
- Single script. Any tag manager. A JavaScript snippet deploys via Google Tag Manager, Tealium, Adobe Launch, or directly in your
<head>. No backend integration. No DNS changes. Loaded asynchronously, parallel-tracking compatible, page-speed safe. - Calls routed transparently. Visitor dials the tracking number, we forward the call to your real number. Your call centre receives it as normal — no PBX changes, no agent retraining. Caller experience is unchanged.
- Data flows in real time. Within seconds of the call connecting, attribution data is forwarded to Google Ads, Meta, Google Analytics, Adobe, Piwik PRO, and your CRM — formatted as the conversion signal each platform expects.
Live in your stack within an afternoon. Visible to every system that needs the data.
Beyond what your platforms can see.
Google Ads can tell you a click led to a call. bmetric tells you which page they read first, which keyword they searched, which campaign they arrived from on a previous visit, and which session their call belonged to.
And every other platform — Meta, your analytics stack, your CRM — gets the same complete picture. One source of truth feeding every decision your team and your AI make.
Talk to an expertCalls are the start.
The trace goes further.
Call-Tracking attributes inbound calls. But revenue through offline contacts doesn’t stop at calls. bmetric’s attribution layer captures every contact type the Contact Builder can generate — callbacks, form submissions, and chat handoffs — and traces each one back to its campaign and session origin.
Inbound calls
The visitor calls your number directly. Call-Tracking matches the call to the dynamic number, resolves the session origin, and records the attribution.
Learn moreCallback requests
A visitor submits a callback request. Your team calls them back. bmetric routes the request directly to your dialer with full session context — so the agent knows exactly what the visitor was looking at.
Learn moreForm submissions
Lead capture and service request forms submitted through the Contact Builder are attributed to their campaign and session origin automatically.
Learn moreChat and bot handoffs
Visitors handed off to chat or a bot are tracked from the original session origin through to the outcome of the interaction.
Learn moreYour call data, where your marketing AI makes decisions.
Call-Tracking forwards attribution data directly to the platforms that act on it — your marketing AI, your analytics stack, your CRM, and your call centre.
Google Ads Meta Google Analytics Adobe Analytics Piwik PRO Tealium Salesforce HubSpot Genesys Puzzel Zendesk
Works within consent limits.
Not around them.
Over 30% of visitors decline tracking cookies. bmetric’s privacy mode lets you continue capturing leads and measuring contact performance for these visitors. Attribution stays complete. Your organisation stays GDPR compliant.
Call-Tracking captures the source.
Voice Contact Automation captures the outcome.
Call-Tracking is the trace. Voice Contact Automation is the translator. Together they form the full attribution chain — from campaign click to call to structured conversion event your marketing AI can act on.
One captures where the call came from. One captures what it was worth. Together, the loop closes.
Explore Voice Contact AutomationWhat our clients say
Related solutions
Call-Tracking is one part of the picture.
Prove the value of marketing
The commercial case for full-funnel attribution. What budget bias costs you and how bmetric fixes it.
Learn moreVoice Contact Automation
Attribution tells you which campaign drove the call. Voice Contact Automation tells you what the call was worth.
Learn moreContact Orchestrator
Call-Tracking data feeds the Contact Orchestrator. Campaigns converting at high rates get weighted higher in contact decisions.
Learn morePerspectives
Thinking we’ve been sharing lately
Ready to see it?
See which campaigns drive calls — and which ones your AI misses.
Book a demo and we’ll show you how bmetric attributes every inbound call to its campaign origin and forwards complete conversion data to your marketing platforms.
We’ll be in touch.
Thanks for reaching out — we’ll follow up with you shortly.
“When phone calls show up in the same dashboard as online conversions, the whole funnel makes sense.”
Mads-Emil · CEO, bmetric