Invoca Launches Durable Attribution for Google Ads to Improve Conversions in a Privacy-First World

Developed in collaboration with Google, the new solution enables marketers to use enhanced conversions to improve ROAS, CPA, and revenue from search, display and video ad campaigns. 

LONDON, May 21, 2025 /PRNewswire/ -- Invoca, the leader in AI-powered revenue execution platforms, has released its durable attribution solution that enables marketers to accurately measure phone leads and conversions driven by Google Ads campaigns. Part of Invoca's AI-powered call tracking solution for Google Ads, the new technology uses first-party data to help marketing teams improve conversions and optimise their digital ad spend in a privacy-safe way.

Powered by enhanced conversions, durable attribution is Invoca's latest innovation for Google Ads, further strengthening its position as the call tracking provider of choice for businesses running Google campaigns. Leading consumer brands – including Verizon, University Hospitals, and Rentokil – use Invoca to measure the true return on ad spend (ROAS) from Google Search, Shopping, Display, and YouTube campaigns, enabling them to optimise conversion rates and revenue at scale.

"Working closely with Google, Invoca continues to evolve our AI-powered call tracking solution for today's privacy-first world," said Nathan Ziv, SVP Product Management at Invoca. "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."

Invoca's Durable Attribution Powers Google Ads Performance for a Privacy-First World

In the face of turbulent economic conditions, businesses are increasing scrutiny on advertising budgets. There is mounting pressure on marketers to prove the return on their Google Ads spend, even as data privacy initiatives make it harder than ever to do. Invoca's durable attribution solution helps solve this challenge by enabling marketers to: 

• Attribute phone conversions from Google Ads, even when consumers are doing more privacy-centric browsing. Invoca captures all available Google identifiers for calls, including GCLIDs, GBRAIDs, and WBRAIDs. But even when data privacy browsing removes Google tracking parameters, Invoca's enhanced conversions support helps marketers attribute the resulting phone leads and conversions to accurately measure performance.
• Understand how upper-funnel campaigns impact sales and appointment calls. If you run YouTube video ads, Invoca's durable attribution helps connect phone leads and conversions back to an engaged view, even on browsers blocking third-party cookies, so you know how your YouTube ad spend helps influence business outcomes.
• Connect phone conversions to consumer activity across devices. Durable attribution enables marketers to track the path Google users take prior to calling, revealing how callers behave across devices and browsers and the Google ads they engaged with prior to calling.
• Strengthen the data pipeline to Google Ads. Invoca is the only call tracking provider with support for Google Ads Data Manager. By enabling marketers to manage Invoca's connection to Google Ads via Data Manager authentication, their data pipeline to Google becomes even more durable and easy to manage.

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