What is the Likelihood/Accuracy Score?

The likelihood score refers to how confident our system is that a particular website visitor made a particular phone call. The score for each match can range from 1-100%, with 100% being the most confident.


We use a variety of factors to determine which website visitors are most likely to have made each of your phone calls such as: time, geography, activity, and history.


In order to keep your likelihood scores as close to 100% as possible, we recommend 1 tracking number for every 20 daily visitors to your website from a source.

For example, if you have 100 daily visitors to your website from Google AdWords, then you should set up 5 tracking numbers with the source “Google Adwords”. The system will evenly distribute how many visitors see the tracking numbers in your Google Adwords pool across the day. The system remembers which tracking number each visitor saw and it will continue to show that same number to them each time they come back to your website.


Ensuring that you have enough tracking numbers will keep your “likelihood scores” high. If too many visitors are seeing the same tracking number each day on your website, then you may see your likelihood scores falling away from 100%. We will always match a visitor to your calls, but if you want those matches to be as close to 100% confident as possible, we recommend using the 1 for every 20 rule described above.


One way of ensuring that you stay at the recommended 1:20 ratio is running the Accuracy Report. Simply go reports>accuracy reports, sort by date, and select a tracking source. The report will appear in bar graph form.



You are looking for the black star located by the “Allocation looks good:”



Another way to monitor your likelihood scores in your call log. Click the bar chart icon in the Session Data column for a particular call that has visitor data:




If you click “Check for other sessions”, you will see the details of that visitor that was matched to the call as well as the likelihood score.



You may see that multiple visitors were potential matches for you call. The system will automatically match the caller with the highest likelihood but you can override that match by clicking “use” next to the visitor that you know made the call.

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