CallRail Implementation — Adava Care Lead Attribution

Overview

CallRail was activated for Adava Care to solve a core attribution gap: marketing performance data showed impressions, clicks, and form submissions, but there was no reliable way to assess lead quality or confirm which channel drove a given call. Spam submissions and low-intent contacts were inflating conversion counts, making true cost-per-viable-lead impossible to calculate.

This article documents the implementation status, configuration, and intended use of CallRail for Adava Care.

See also: ^[1] | ^[2]

Problem Statement

Adava Care's existing Looker Studio dashboard tracked PPC performance (impressions, clicks, conversions) and website events (form submits, click-to-calls), but the data had significant quality issues:

• Spam and low-intent submissions inflated conversion counts — one individual submitted 10–15 forms alone
• Conversions tracked were leads, not signed residents — no closed-loop data connecting marketing activity to actual move-ins
• No call-level source attribution — calls from PPC vs. organic vs. direct were indistinguishable
• No way to validate intent — whether a caller was a genuine prospective resident or family member vs. a vendor, wrong number, or repeat contact

Kurosh (Adava Care) flagged this directly: the reported cost-per-conversion (~$122) was potentially misleading if a significant portion of "conversions" were non-viable.

Implementation Status

As of the January 2026 call, CallRail is live and tracking.

Action item: Mark Hope / Melissa Cusumano to add Kurosh Dejgosha and Kari Krause as users in CallRail so they can log in and listen to call recordings directly.

How It Works

CallRail uses dynamic number insertion (DNI) — visitors from different traffic sources see different phone numbers on the website. When a call comes in, CallRail logs:

• The source (e.g., Google Ads, organic search, direct)
• The landing page the caller came from
• A recording of the call

This allows Asymmetric and Adava Care to:

1. Filter out spam and low-intent calls by listening to recordings
2. Attribute calls to specific campaigns (PPC vs. organic vs. other)
3. Calculate a true cost-per-viable-lead once junk calls are excluded
4. Spot-check campaign quality on an ongoing basis

Asymmetric (Sebastian, Melissa) will also conduct periodic spot-checks on call quality.

Integration with Looker Studio Dashboard

CallRail data feeds into the existing Looker Studio dashboard alongside Google Ads data. The dashboard currently shows:

• PPC performance: impressions, clicks, conversions
• Website analytics: form submits, click-to-calls, email clicks, thank-you page completions
• Competitor metrics (configured by prior team member)

Important caveat: The dashboard tracks leads, not signed residents. To close the attribution loop, Adava Care must provide downstream conversion data — i.e., which leads actually became residents and from which source. This is a manual step that requires input from the Adava Care sales team.

Why CallRail Was Not Implemented Earlier

CallRail is not a default tool used with every Asymmetric client — it's deployed on a case-by-case basis depending on call volume, campaign complexity, and attribution needs. The implementation sequence for Adava Care followed this progression:

1. Website redesign (early engagement priority)
2. PPC campaign setup and optimization
3. Go High Level implementation (provided some call tracking numbers)
4. CallRail activation (triggered by Kurosh's explicit request for better lead attribution data, late 2025)

The delay was acknowledged as something that could have been done sooner given the PPC investment, but was framed as a natural evolution of the engagement.

Next Steps

• [ ] Asymmetric: Grant Kurosh and Kari access to CallRail portal
• [ ] Kurosh / Kari: Log in to CallRail and begin reviewing call recordings to validate lead intent
• [ ] Adava Care: Provide closed-loop data — which leads converted to signed residents and from which source
• [ ] Asymmetric: Continue spot-checking call recordings for quality assurance
• [ ] Both: Use call-level data to recalculate true cost-per-viable-lead and reassess PPC budget allocation

Related

• ^[1]
• ^[3]
• ^[4]
• ^[2]