At Tryg we have used bmetric for several years. In part to gain insight as to why customers are calling, so we can offer better help, faster; and in part to make sure that our user experience is the best possible across channels, whether you want to buy online or talk to our sales department. bmetric has always delivered swift and high-quality service.Call-Tracking + Contact Personalisation
Your marketing AI is optimising on the wrong data right now.
The campaigns driving your most valuable conversations are invisible to Google and Meta. Calls, forms, and chat handoffs never make it back to the platforms bidding on your behalf. So their AI cuts those campaigns’ budgets in favour of ones that just produce clicks. Every bid update widens the gap between what you spend and what you earn.
bmetric shows Google and Meta the conversations they can’t see on their own. Every contact attributed back to the ad, page, and session that generated it, then pushed into the platforms where your AI makes its decisions.
Trusted by leading European enterprises
Up to 0 Lift in ROAS when calls and forms become visible to your bidding platforms
0 Calls and leads handled for clients in 2025
0 Visitor sessions analysed for clients in 2025
Performance marketing runs on AI. AI runs on signals. And your biggest signals are missing.
Google Smart Bidding, Meta Advantage+, programmatic platforms. All of them optimise on the conversions they can see. None of them can see the calls, the forms, the chat handoffs that actually turn into revenue.
When those contacts are invisible, AI doesn’t just fail to credit them. It actively optimises against them. Campaigns that drive sales conversations get starved of budget because they don’t produce enough tracked conversions. Campaigns that drive cheap clicks get rewarded.
The bias compounds every time the algorithm updates. Your campaigns are being scored on an incomplete dataset, and every bidding decision makes the gap wider.
How it works
How bmetric closes the attribution gap.
bmetric runs the same five-step loop for every inbound contact: capturing session data, matching it to the visitor, attributing it to the campaign, forwarding it to your platforms, and feeding the outcome back to the start.
Read
Every inbound call, form submission, and callback request recorded with full session, page, and campaign data attached.
Decide
Contact matched to the exact visitor session that generated it, even when the session started with a paid click days before the call.
Engage
Call and form outcomes tied back to campaign, keyword, ad, and landing page. Offline contacts become first-class data alongside online conversions.
Route
Attributed contact data pushed automatically into Google Ads, Meta, Analytics, and your CRM. The platforms your AI already uses to make decisions.
Learn
Outcome signals fed back into bidding and reporting. Each cycle, your AI optimises on a more complete picture of what actually drives revenue.
Outcomes feed back to Read, and every cycle gets smarter
What complete attribution is worth, in plain numbers.
These defaults reflect typical inputs across our projects. Adjust them to match your business — the result updates as you do.
ROI Calculator
Adjust each input to match your own numbers. The projection updates as you do.
Revenue earned per €1 of ad spend
Total lifetime revenue vs. first-year revenue
5-year additional revenue 0
Annual revenue by year
Projection assumes attribution lift compounds year-over-year as AI bidding learns from richer signal data. Adjust inputs to match your business — the result moves with your numbers.
See every contact. Attribute it correctly. Feed it back.
bmetric captures what your analytics platforms can’t see and forwards it to the tools that matter.
- See every contact, not just clicks. Phone calls, form fills, and chat handoffs captured alongside digital analytics.
- Attribute contacts to campaigns. Every conversation tied to the ad, keyword, page, and session that generated it.
- Stop the budget bias. Campaigns that drive calls stop being penalised for not producing online clicks.
- Unify reporting across your stack. Standardised contact data forwarded automatically to analytics, CRM, CDP, and bidding platforms.
- Prove ROI to stakeholders. Give leadership and finance a credible, data-backed answer when they ask what marketing actually delivered.
Attribution should make your data more honest, not more flattering.
It’s tempting to credit every conversation to the last ad clicked. bmetric doesn’t. We match contacts to the full session path, respect consent limits, and report what the data actually says, including when a campaign drove volume without driving revenue.
Attribution is only useful if you trust it. We build it that way.
Talk to an expert Last click bmetric
Display ad
Blog post
Brand PPC
Call · Sale
bmetric
Campaign Google · Meta · Email
Website Session Behaviour tracked
Inbound Contact Call · Form · Quote
Attribution Outcome → Campaign
One call. Two stories.
Without attribution, this call never made it back to your data.
A visitor searches, clicks your ad, visits your product page, and calls. That call is a sale. But without attribution, Google Ads recorded zero conversions from that session, so the campaign that drove it gets no credit, and the AI cuts its budget next cycle.
The call happened. Google Ads recorded 0 conversions. The brand keyword campaign that drove a sale looks like it failed, so Smart Bidding reduces its bid, reallocates budget to cheaper clicks, and the bias compounds with every update.
The call is matched to the session, attributed to the exact campaign and keyword, and forwarded to Google Ads automatically. 1 conversion attributed. The AI now has the signal it was missing, and the next bid cycle reflects what actually drove revenue.
Two technologies.
One complete attribution picture.
Proving marketing value requires knowing which contacts happened and what they were worth. Two bmetric technologies close that loop.
Call-Tracking
Attributes every inbound phone call to the campaign, page, and visitor session that generated it. Sales and service calls become visible in your marketing reports for the first time.
Learn moreVoice Contact Automation
Transcribes and categorises call outcomes so you know not just that a call happened, but what it was worth. A sale, a service query, a missed opportunity: that signal goes back into your bidding platforms.
Learn moreYour data, where you make decisions.
Proving marketing value means getting contact data into the tools where your team reports and your algorithms optimise. bmetric integrates natively with analytics platforms, advertising systems, CRM and CDP platforms, and call centre systems. Every phone call, form fill, and chat session appears alongside your other marketing data. Automatically. In the platforms already running your campaigns.
Google Analytics Adobe Piwik PRO Google Ads Meta Salesforce HubSpot Tealium Genesys Puzzel Zendesk
Works within consent limits.
Not around them.
Over 30% of visitors decline tracking cookies. bmetric’s privacy mode lets you continue capturing leads and measuring contact performance for these visitors. Attribution stays complete. Your organisation stays GDPR compliant.
What our clients say
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Capture leads effectively
Once your attribution is complete, use it to identify where sales-ready visitors are slipping through.
Learn moreDeflect service calls
Complete attribution data shows which contact types are costing you most. Use it to redirect service visitors before they reach the wrong team.
Learn moreImprove with AI voice automation
Attribution tells you which campaigns drove calls. Voice Contact Automation tells you what those calls were worth.
Learn morePerspectives
Thinking we’ve been sharing lately
Ready to see it?
See which campaigns drive real conversations, and which don’t.
Book a demo and we’ll show you how bmetric connects every inbound call, form, and chat session back to the campaign that created it. Complete attribution. No guesswork.
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“Marketing performs differently when every call counts in the report.”
Mads-Emil · CEO, bmetric