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 to 100%, with 100% being the most confident. Typically, you want at least a 90% likelihood score for each source.

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

To keep your likelihood scores as close to 100% as possible, we recommend one 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 Ads, then you should set up five tracking numbers with the source Google Ads. The system will evenly distribute the number of visitors who see the tracking numbers in your Google Ads pool daily. The system remembers which tracking number each visitor saw, and it will continue showing that same number to them each time they return to your website.

Ensuring you have enough tracking numbers will keep your likelihood scores high. If too many visitors see the same tracking number each day on your website, your likelihood scores may fall below 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 to ensure that you stay at the recommended 1:20 ratio is to run the Accuracy Report. Navigate to 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 activity 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 the visitor who was matched to the call and the likelihood score.

You may see that multiple visitors were potential matches for your 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 you know made the call.