Call metrics answer only the first question
Answer rate, duration, recording, and source help diagnose the top of the journey. They do not reveal whether the opportunity was qualified correctly, booked, completed, or profitable.
Attribution requires shared identifiers
Phone events, lead records, customer records, appointments, estimates, jobs, and revenue must be matched with enough confidence to avoid false credit. Duplicate records and shared household numbers require explicit handling.
Use attribution levels
Label outcomes as directly matched, strongly inferred, weakly inferred, or unknown. Honest confidence is more useful than a dashboard that forces certainty.
Make the data operational
Reporting should identify where response, booking, follow-up, completion, or data quality is limiting value. The purpose is better decisions, not more charts.