Overview
Invoca is an AI-powered conversation intelligence platform that helps marketers track, analyse, and act on inbound phone call data. It gives revenue teams deep insight into call outcomes, caller intent, and how paid and organic efforts lead to phone-based conversions.
When paired with Ruler Analytics, you gain deeper attribution across the entire funnel, from first touch to final revenue. Ruler connects Invoca call data to web visits, form submissions, CRM activity, and revenue outcomes, giving you a complete picture of what’s driving real business results.
The integration works via a webhook connection. Invoca sends call events to Ruler in real time as calls are completed. Ruler then stitches that call data to the originating visitor session, attributing it to the correct marketing source, campaign, keyword and channel. That revenue data can then be pushed back into your ad platforms to close the loop on spend and performance.
Key Benefits
Invoca gives you powerful call intelligence, but without connecting it to the rest of your marketing funnel, you’re only seeing part of the picture. Integrating Invoca with Ruler Analytics allows you to link call data to the full buyer journey and understand which campaigns are actually driving revenue.
You’ll be able to:
- Track phone calls alongside other lead types
- Attribute calls and revenue to the correct marketing source
- Analyse multi-touch journeys that end in a phone call
- See which campaigns drive actual revenue, not just call volume
- Push revenue data back into ad platforms for optimisation
Key Features
Full visibility of the user journey
A phone call might be the final step, but it’s rarely the first. Users often come through multiple visits, ads, and content pieces before picking up the phone. Ruler brings all of that together, tracking and stitching the full journey, including the final call tracked by Invoca. This gives you clarity on how calls fit into your broader acquisition strategies.
Blended DDA and impression model
Not all influence is captured through clicks. Some users convert after viewing ads, reading content, or seeing brand touchpoints that don’t result in direct actions. Ruler applies a blended attribution model that reflects both click-based and impression-based engagement. It assigns weightings based on how different activities contribute to conversions, helping you see how demand is created, beyond just the tracked call.
Optimise based on revenue
Ruler doesn’t stop at call tracking. It follows the lead through to sale, linking the call and its original source to revenue in your CRM. You can then send that revenue data back into Google Ads, Meta, and more. This lets you optimise campaigns not for call volume, but for bottom-line impact, refining targeting, bidding, and messaging with real sales data.
