---
title: #7 - Understand pages driving customer care calls
slug: one-adobe/7-understand-pages-driving-customer-care-calls
docTags: 
createdAt: 2025-03-15T08:34:30.785Z
---

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**Focus area**
Customer Journey Analytics

**Features**
Attribution IQ, Attribution Models (Time Decay), Event Filtering

**Difficulty**
Moderate
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## Use case description

You want to analyze how web pages influence customer call center dial-ins. By using Attribution IQ in Customer Journey Analytics (CJA), identify which pages contribute the most to customer calls and optimize them to enhance user experience and reduce unnecessary inquiries.

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## Requirements

- Configure Attribution IQ to track call center dial-ins.
- Filter the data for top for call reasons to gain deeper insights.
- Use a Time Decay attribution model with a 1-day half-life.
- Set the lookback window to "Person (Reporting Window)".

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## Resources

| Name                | Type      | Description                                           |
| ------------------- | --------- | ----------------------------------------------------- |
| Page name           | Dimension | Web page name                                         |
| Call center dial-in | Metric    | Event recorded when a call is received in call centre |
| Call Reason         | Dimension | Call reason recorded by CSR agent                     |



***

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### Tip 1 - Understanding Attribution IQ in CJA

Attribution IQ allows you to move beyond last-touch attribution and apply multiple models to determine the true influence of different touchpoints. It is particularly useful in multi-step customer journeys, where a single touchpoint rarely leads directly to an outcome.

**Why Not Just Use Last Touch?**
Last-touch attribution only gives credit to the final interaction before a conversion (in this case, a call center dial-in). However, earlier interactions also contribute, making models like Time Decay more effective.

**When to Use Attribution IQ?**
Attribution IQ is useful when you need to understand which pages or touchpoints drive actions rather than just capturing the last-click behavior.

Use a **free form** table with **page name** dimentions aganist **call center dial in** metric to start with.
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### Tip 2 - Enable Attribute IQ on a metric

- Hover the `Event: Call Center dial-ins` metric.
- click on the **gear** to the right of the `Event: Call Center dial-ins` metric in the table
- click the checkbox to **Use non-default attribution model **(if you don't see it, scroll down to the bottom)
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### Tip 3 - Choosing the right Attribution model 

Attribution IQ provides several models—each with a different way of assigning credit to touchpoints. Selecting the right model depends on the business question being asked.**
**
*First Touch: Assigns full credit to the first interaction in the journey. Use this to understand which pages first introduce users to a potential issue.*
**
*Last Touch: Assigns full credit to the last interaction before the call. Use this if you want to see which pages are the final triggers before a user calls.*
**
*Time Decay (Recommended): Gives more credit to pages visited closer to the call event while still considering earlier interactions. This is best for understanding progressive influence over time.*
**
*Linear: Distributes equal credit across all touchpoints. This is useful when each step is equally important in influencing the call.*
**
For this exercise, we recommend Time Decay with a 1-day half-life to ensure that recent interactions have more weight but earlier steps are still considered.
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### Tip 4 - Ensuring the metric is based on users

The lookback window determines how far back CJA will track interactions that could have contributed to the event. There are different options:

*Session-Based Lookback: Limits attribution to interactions within the same session. This is too restrictive for analyzing call center activity.*
**
*Person (Reporting Window) Lookback (Recommended): Tracks all user interactions within the reporting window (e.g., last 90 days). This ensures that longer customer journeys are properly credited.*

For this exercise: Use "Person (Reporting Window)" for full visibility into how users interact with content over time before calling.
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:::ExpandableHeading
### Tip 5 - Filter by Call reasons

Customers call for different reasons—not all dial-ins should be attributed the same way. Segmenting by call reasons can reveal patterns in user behavior.

**Steps to filter by Call Reason in CJA:**

1. Find the Call Reason dimension in the Components menu.
2. Select the top 4 most common reasons for customer calls.
3. Drag them under the Call Center Dial-Ins metric in the Freeform Table (wait until the "+Filter By" prompt appears, then drop them).


Observe how different pages influence different types of calls.

By understanding which pages drive which call reasons, the company can improve self-service options, chatbot guidance, and content enhancements to reduce unnecessary calls.
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***

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## Solution

- Create a Freeform Table in CJA with Page Name and Call Center Dial-Ins.
- Apply a Non-Default Attribution Model (Time Decay, 1-day half-life).
- Set Lookback Window to Person (Reporting Window).
- Filter by Call Reason to see page-level impact on different types of inquiries.
- Analyze results and optimize web pages based on insights.

![](https://api.archbee.com/api/optimize/1Jp0iolWv35Z_mkI7oUiT/9ScvmOKFo8yW4fBUfK4fZ_screenshot-2025-03-23-at-072201.png)

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