Trachte RingCentral Call Attribution Integration

Overview

Trachte's Microsoft Ads "Door Hallway Display" campaign generates 60+ phone calls per month, but the quality of those calls is entirely unknown — there is no attribution linking inbound calls back to specific ad campaigns. Trachte uses RingCentral as their phone system (with a phone tree routing calls to various staff). The goal of this investigation is to determine whether RingCentral can be integrated with Google Ads and Meta Ads to close the attribution gap.

This was identified as a priority action item in the ^[1] marketing review on 2026-01-09.

Background

The Attribution Problem

During the January 2026 ad performance review, Sebastian noted that the Microsoft Ads Door Hallway Display campaign is a significant outlier:

60+ calls/month attributed to the campaign
No call recording or quality data available
Unknown whether these are qualified self-storage leads or misdials/low-intent contacts
The campaign has been running for some time with this blind spot unresolved

"We got 60 phone calls from this campaign in Microsoft. It could be crazy good if they're legit, but we wouldn't know." — Sebastian Gant

Current Phone Setup

Trachte uses RingCentral for their phone system
Calls route through a phone tree to various staff members
As of the meeting date, the front desk had been unstaffed for months (calls going to automated routing only)
A new marketing coordinator/front desk hire was starting the following Monday, meaning a human would begin answering calls again — making call quality tracking more actionable

Integration Goal

Connect RingCentral to ad platforms so that calls originating from specific campaigns can be attributed and evaluated for quality.

Target platforms:
- Microsoft Ads (primary — source of the 60+ monthly calls)
- Google Ads
- Meta Ads

Desired outcome: Know which campaigns, ad groups, or keywords are driving phone calls, and whether those callers are qualified leads.

Investigation Steps

[ ] Determine how RingCentral is currently configured at Trachte (who administers it, how the phone tree is set up)
[ ] Research whether RingCentral natively integrates with Google Ads, Microsoft Ads, or Meta for call attribution
[ ] Identify if a third-party call tracking layer (e.g., CallRail, WhatConverts) is needed as middleware
[ ] Coordinate with Robyn Ogden and the RingCentral admin at Trachte to assess feasibility
[ ] Determine if dynamic number insertion (DNI) is possible given Trachte's current setup

Owner: Sebastian Gant
Coordination needed: Robyn Ogden → RingCentral admin at Trachte

The Microsoft Ads "Smart Lock Search" and "Lead Magnet" campaigns were paused during this review to consolidate budget — the Door Hallway Display campaign (the one generating the 60+ calls) was retained pending quality verification
If call attribution confirms the calls are high-quality leads, this campaign becomes a strong candidate for increased investment
If call quality is poor, budget can be reallocated to Google Search campaigns, which already show strong CTR (10–13%) and are the primary confirmed conversion driver

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