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Help · Troubleshooting

Unattributed Calls

Why a call has no source, and what can be done about it.

An unattributed call is a real call whose origin Ghost has no evidence for. It is counted as a call and as a lead; only its source is unknown.

The usual reasons

One number on everything. If the same number appears on every advert, your van and your website, no tool can tell which produced the call.
No tracking tool connected. A phone system knows who called, not which advert they saw.
The caller found you without a trackable click — a map listing, a saved contact, a referral, a returning customer.
The source information was not recorded by the tool at the time.

What helps

Tracking numbers on the campaigns you care about, and a connected tracking tool, make future calls attributable. Nothing can add a source to a call that arrived without one.

A returning customer

Someone who called before is often attributed through their first contact rather than this call, because that is where the decision was made. See How Sources Are Assigned.