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
The decision layer between signal and experience
Every visitor on your website gets a contact experience.
The Contact Orchestrator decides which one — at runtime, based on every signal available.
Reads every signal in your stack. Emits one decision per visitor. Content and routing consume it independently. Logged from input to outcome.
Trusted by leading European enterprises
Up to 0 Lift in qualified leads from the same traffic
0 Calls and leads handled on behalf of clients in 2025
Up to 0 Lift in ROAS when calls and forms become visible to your bidding platforms
High-intent buyers and first-time browsers see the same contact options.
Without a decision layer that reads visitor signals at runtime, every visitor gets the same default — the same callback offer, the same form, the same phone number. Sales-ready visitors don’t reach your team. First-time browsers get prompts they’re not ready for. And nobody knows which contact moment actually drove the sale.
How it works
The decision loop, layer by layer
Tracking observes. Data Integrations enrich. The Contact Orchestrator evaluates and emits a decision. Contact Builder renders. Voice Contact Automation routes. Every outcome feeds back.
Read
Tracking captures session signals: page, device, time, scroll depth, exit intent. Data Integrations pull external context: CRM lead status, CDP segments, campaign UTM, queue capacity. Every signal lands in one place, ready to evaluate.
Decide
The Contact Orchestrator evaluates every signal against your decision rules and emits a decision. A priority callback decision. A checkout do-not-interrupt instruction. A retention prompt for an existing customer. The decision is what downstream layers act on — content and routing consume it independently.
Engage
The decision is called against the Contact Builder. The matching content unit renders. Content is decoupled from decision logic — same decision, different content per locale, brand, or test variant.
Route
Voice Contact Automation consumes the same decision independently. Lead routed to the right queue, agent, or async channel — without round-tripping through the decision layer.
Learn
Outcome captured by Tracking. Conversion data feeds back into the historical signal layer. Next decision is sharper.
Outcomes feed back to Read, and every cycle gets smarter
What the Contact Orchestrator does.
- Reads. Session behaviour, CRM/CDP data, and marketing campaign origin — every signal in real time.
- Decides. Which contact option each visitor should see, in which format, at which moment.
- Adapts. No developer required. No core website changes. Split-test variants directly in the platform.
Every decision logged against the inputs that produced it.
Live demo
Same website. Different visitor.
A decision, a route, and a record.
The Contact Orchestrator reads signals, routes each visitor to the right contact option and queue, and attributes every outcome back to its campaign. Select a visitor type to see the full decision.
Auditable, by design.
Every decision the Contact Orchestrator emits is logged with the full set of inputs that produced it. Replay any visitor’s journey: “Why did this visitor see a checkout rescue prompt instead of a high-intent callback offer?” Read the input log. Read the rule. Read the priority rank.
When the strategy needs to change, change the rule. Anyone on your team can read what’s happening, propose an adjustment, and see the impact within hours.
Talk to an expertOne decision layer.
Four commercial outcomes.
The Contact Orchestrator is the intelligence behind every bmetric solution. The same decision layer that catches a sales-ready visitor before they leave also routes a service visitor to self-service, attributes a callback to its campaign, and triggers a follow-up when a call goes unanswered.
Capture leads effectively
Show callback offers and forms to sales-ready visitors at the moment their intent is highest. Suppress them for visitors who are not ready.
Learn moreProve the value of marketing
Every contact moment the Contact Orchestrator triggers is tracked back to its campaign origin automatically.
Learn moreDeflect service calls
Route service-intent visitors to self-service, bots, or scheduled callbacks before they reach your sales team.
Learn moreImprove with AI voice automation
Trigger follow-up actions based on call outcomes. Missed calls get a callback prompt. Completed sales get a CRM update.
Learn moreReads your stack. Writes back to it.
Every signal that informs a decision comes from a system you already run — CRM, CDP, ad platforms, call centre. Every decision the Contact Orchestrator emits is written back the same way: CRM updates, dialer routing, analytics events, attribution data.
Google Ads Meta Google Analytics Adobe Analytics Piwik PRO Tealium Salesforce HubSpot Genesys Puzzel Zendesk
The Contact Orchestrator decides.
The Contact Builder delivers.
The Contact Orchestrator is the brain. The Contact Builder is the content library it calls from. Decision logic on one side. Reusable content on the other.
Explore Contact BuilderWhat our clients say
Related solutions
See it in action across our solutions
Capture leads effectively
The Contact Orchestrator is the decision layer behind every lead capture interaction on your website.
Learn moreDeflect service calls
The Contact Orchestrator is what makes your contact strategy executable, not just strategic.
Learn moreProve the value of marketing
The same intelligence that captures sales leads attributes every contact back to its campaign automatically.
Learn moreWhat signals does the Contact Orchestrator read, and when?
It reads session behaviour, CRM/CDP data, and marketing campaign origin in real time. Concretely: page, device, scroll depth, and exit intent from the session; lead status and segments from your CRM and CDP; campaign UTM from your marketing stack; and operational context such as queue capacity and opening hours. Every signal lands in one place and is evaluated at runtime, per visitor, per moment.
How does it decide, and is it a black box?
It evaluates the signals against your decision rules and emits one decision per visitor, and every decision is logged with the full set of inputs that produced it. You can replay any visitor's journey and answer "why did this visitor see a checkout rescue prompt instead of a callback offer" by reading the input log, the rule, and the priority rank. It reads like a decision tree, not a black box, which matters when you need to explain behaviour to legal, brand, or the board.
How is this different from a web personalisation tool or a CDP?
Different layer, different job. Personalisation tools change content, headlines, banners, recommendations. A CDP stores and segments customer data. The Contact Orchestrator decides contact: which contact option each visitor sees, in which format, at which moment, and where the resulting contact routes. It reads your CDP as an input and activates that data on the website, and it hands its decision to the Contact Builder for rendering. It replaces neither system, it is the decision layer between them.
Who writes and changes the decision rules?
Your team together with bmetric, and no developer is required. Rules live in the platform, not in your website code, so anyone on the team can read what is happening, propose an adjustment, and see the impact within hours. Variants can be split-tested directly in the platform before rolling out.
What does it need from our stack to be useful on day one?
A single script via your tag manager gets session signals flowing immediately, which is enough for behaviour-based decisions. CRM, CDP, and ad platform connections are added to enrich decisions and write outcomes back, Salesforce, HubSpot, Genesys, Puzzel, Google Ads, Meta, GA4, Adobe, Piwik PRO, and more. Each connection you add makes decisions sharper, none of them is a prerequisite for going live.
What data does it process, and how does consent affect decisions?
Session and decision data are processed with bmetric as data processor under a standard DPA, and the script activates through your consent management platform. Consent changes the depth of the decision, not the existence of a contact strategy. With consent, decisions draw on session-level tracking and personalisation. Without it, the Contact Orchestrator translates the setup into a privacy-compliant contact option strategy: contact options are still delivered and leads still gathered, but no session-level tracking and no personalisation runs.
Perspectives
Thinking we’ve been sharing lately
Ready to see it?
See the Contact Orchestrator decide on your own website
Book a demo and we’ll show you how bmetric reads visitor signals in real time and turns static contact pages into intelligent, intent-driven decisions.
We’ll be in touch.
Thanks for reaching out — we’ll follow up with you shortly.
“A website that adapts to the visitor on it converts more of the right ones.”
Mads-Emil · CEO, bmetric