CallTrackingMetrics > Case Studies > Callbox & CTM: Transforming Marketing Attribution with Call Tracking

Callbox & CTM: Transforming Marketing Attribution with Call Tracking

Technology Category

Analytics & Modeling - Computer Vision Software
Platform as a Service (PaaS) - Application Development Platforms

Applicable Industries

Education
Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Mass Customization
Track & Trace of Assets

Services

System Integration
Training

About The Customer

Callbox is a call tracking solutions company founded by Eyal Gershon and Hanan Avzuk. The company was born out of a need to accurately attribute phone call leads to specific ad campaigns. Callbox offers CTM’s platform as a white label service, allowing it to provide customized call tracking and attribution solutions to its clients. The company has grown dramatically in Israel, its home base, and continues to elevate company brands through its services. Callbox serves partners worldwide and runs the configurations behind some of the biggest companies and household names across Israel and the U.S.

The Challenge

Eyal Gershon and Hanan Avzuk, founders of a marketing agency focused on generating leads for U.S. home services companies, faced a significant challenge. With 99% of their leads coming in by phone, they struggled to attribute these calls to specific ad campaigns. This lack of data made it difficult to keep their ad budget on track and scale their business over time. The central problem was their inability to tie sales data back to Google Ads, the top call-driving ad space. Furthermore, connecting ad and sales data to CRM and leads management systems was impossible without a robust call tracking and attribution platform. They needed a software solution capable of assigning advertising session data to phone calls, particularly from online ads, and integrating it with a CRM.

The Solution

After conducting extensive research, Gershon and Avzuk found their solution in CallTrackingMetrics (CTM). CTM offered a customizable call tracking and attribution solution that could accurately tie phone calls to specific ad campaigns and integrate with a range of platforms. It was scalable, flexible, and adaptable to the ever-changing tech landscape. This discovery led to a partnership with CTM and the creation of a new company, Callbox, which offered CTM’s platform as a white label service. Callbox was able to customize CTM's platform to its limits, thanks to Gershon’s high level of technical expertise. This allowed Callbox to offer customized call tracking and attribution solutions to its clients, using tools such as Google Ads, Universal Analytics, GA4, AskAI, and more.

Operational Impact

Adopting and reselling CTM has allowed Callbox to offer its customers clear insight into their own clients’ journeys. They can easily tie key results through CTM back to a customer’s digital marketing channels, and business intelligence and analytics tools. This has enabled Callbox to track which campaigns are performing well and which ones need to be adjusted or retired. The built-in automatic CPA optimization has been a significant selling point for Callbox. The company has seen the quality of their leads steadily increase while continuing to scale, without overspending on advertising or acquisition. This has positioned Callbox as a local business leader and valued CTM partner.

Quantitative Benefit

Callbox has seen an average 20% reduction in CPA (cost-per-acquisition) across multiple clients and verticals.
Callbox is now a thriving Agency Partner serving over 400 clients with the CTM platform.
Callbox has seen increased growth in the volume of conversions.