In conversation with:
– Aaron Crewe,
Founder & Managing Director of Novi.Digital
“With Nimbata, what you get is the rationale behind performance. You can finally fill in the blank gaps.”
Successful phone call attribution in B2B lead generation like you’ve never seen before
About Novi.Digital
A 16-year-old digital marketing agency, Novi.Digital lead generation is unmatched by competition. The team’s center of gravity is B2B lead generation and, to a lesser extent, B2C and e-commerce lead generation. Their philosophy is what has allowed them to stand out from and outlive many other marketing agencies; if you can’t attribute it, you can’t scale it. They also pay close attention to UTM tracking and delivering clear conversion data that helps their team and their clients prove ROI.
As their phone-based leads kept on growing, often to 50-75% of total leads for certain accounts, the agency realized they were optimizing on half the picture. They didn’t count calls in the same way they counted forms and their cost per acquisition (CPC) was skewed. Unsurprisingly, their budget was going to the wrong places. That’s why Novi.Digital chose Nimbata; for its straightforward offering, competitive pricing, and perfect business-needs fit. With Nimbata, Novi.Digital transformed their phone calls into first-class conversions, with all the necessary data to back them up.
Proving Novi.Digital lead generation results to clients with Nimbata
1. They reallocate their campaign budget where the data tells them to.
Novi.Digital routes attributed call data into Google Sheets and blends it with existing revenue data from form fills. The resulting unified signal is what drives Google Ads decisions such as bidding, budget reallocation, and prioritization, so every account is improved upon in a holistic way. With proper data-driven attribution, calls become part of the same excellent performance narrative that includes clicks and forms, instead of existing separately to them.
2. They use AI to separate data-driven, quality calls from the noise.
Not all calls are made equal. Using Nimbata’s AI features, the team analyzes call sentiment, surfaces themes, and refines keywords and ad content. The practical outcome is clarity on which queries produce high-converting phone calls and which bring in low-quality leads. It’s a fast way to steer the algorithm toward what reliably turns into revenue.
3. They educate stakeholders in phone call attribution.
Call data changes the conversation with clients, especially in the field of finance. With Nimbata in play, Novi.Digital can point to specific calls as conversions and show how trimming non-performing areas and reinvesting can double returns. It also helps the team justify the value of offering phone contact options to initially resistant clients who are used to measuring everything as a form fill.
The impact of the Novi.Digital lead generation model on one of their mobility clients
For one high-value mobility client, including calls in the performance mix unlocked two big shifts:
- ~25% reduction in wasted ad spend. By identifying the keywords and campaigns that weren’t driving quality phone conversations, while reallocating budget to the ones that were, the account shed wasted spend without sacrificing momentum.
- ~50% more conversions attributed. Counting calls that had previously been invisible created a truer conversion picture. That fuller view tightened cost-per-acquisition calculations and made budget allocation more accurate.
Alongside those gains, the agency improved UTM tracking by including phone data and satisfied a new CFO by justifying marketing activities with concrete, call-inclusive attribution. The end result is not just better reporting; it’s a tighter loop between keywords, budgets, and the conversations that actually convert.
The call tracking tool for proper lead generation that rocks!
Flexible Product, Expert Support, Transparent Pricing.
