Marketers are under pressure to prove what’s working, and Google Ads campaigns aren’t helping. With privacy-first browsing and the slow death of third-party cookies, crucial tracking signals are vanishing. But Invoca says it has cracked the code on what others are losing.
The AI-powered revenue platform launched a new “durable attribution” solution for Google Ads, designed to help brands link phone calls and conversions to their digital campaigns, even when user data is limited.
Built in partnership with Google, the tool uses enhanced conversions and first-party data to restore visibility into campaign performance across Search, Display, Shopping, and YouTube.
Nathan Ziv, SVP product management at Invoca, said: “Working closely with Google, Invoca continues to evolve our AI-powered call tracking solution for today’s privacy-first world. With our durable attribution technology, marketers have confidence that their Google Ads phone lead and conversion data is accurate and future-proof, so they can prove their true value and make the right optimisations to improve performance.”
Connecting the dots between data and Google Ads
With budgets tightening and execs demanding proof of performance, marketers need to justify every click, view, and call. When Google tracking IDs like GCLIDs or WBRAIDs get stripped away by privacy settings, most platforms go blind. Invoca’s new tech doesn’t.
It captures and connects the dots, linking a YouTube ad to a phone call, even when cookies are not available. It traces user behaviour across devices and feeds this data back into Google Ads through direct integrations with Google Ads Data Manager. The result is more accurate ROAS calculations, better cost-per-lead insights, and fewer marketing decisions made in the dark.
Brands like Verizon and University Hospitals are already using it to tie revenue outcomes to previously untrackable moments that used to slip through the cracks. Invoca’s aiming to own the space where digital signals and real-world conversations converge.