TLD CRM Boost

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Release Update: Enhanced Call Attribution & Sales Tracking

This release introduces a long-awaited fix to call attribution and sales tracking. Call attribution has been a longstanding and complex problem in the system, and this update represents the first complete and reliable solution. We will be rolling out compatibility with this new attribution logic across additional reports over time.

Importantly, this change should be largely seamless for existing workflows:

  • The legacy sale flag was disabled long ago due to agent misattribution issues.
  • Conversion fields did not previously exist, so no historical data is being overwritten.
  • Policies never had vendor IDs or attribution stored, so this introduces no breaking schema changes.
  • Attribution logic only activates at conversion-related stages, not during normal lead or quote handling.

We will be closely monitoring performance and behavior and are actively looking for feedback as this rolls out.

Synopsis

This release overhauls how sales are credited to vendors and calls, making attribution smarter, auditable, and consistent.

Key Improvements

Dynamic Attribution Lifecycle
Attribution is no longer static. The system now continuously re-evaluates which vendor receives credit as a policy moves through stages such as Quote, Conversion, Verification, and Submission.

Transparent Manual Overrides
When an administrator manually changes a vendor on a policy, the system now records exactly who made the change and when it occurred.

Benefit
This eliminates “mystery attribution changes” and provides a clear audit trail.

Fix for Invalid (“Trash”) Data
Trashing a policy (Status ID 0) now correctly removes its conversion statistics from call logs, preventing invalid or misleading reporting.

How the “Winning” Vendor Is Determined

The system determines attribution using a strict waterfall priority:

  1. Billable Inbound Call (Highest Priority)
    A completed, billable inbound call where the customer called in.
  2. Any Inbound Call
    Any inbound call from the customer, even if it was not billable.
  3. Outbound Call
    The most recent outbound call made to the customer.
  4. Vendor Logs Check
    If no calls are found, the system checks vendor_logs for the most recent vendor assignment that occurred before the sale.
  5. Lead Fallback
    If no call or vendor log exists, the system defaults to the original Vendor ID associated with the lead.

Lookback Rules

Call History Scope
The system scans up to the most recent 100 calls associated with the relevant phone numbers.

Cutoff Date Logic
Only calls that occurred before the policy reached its current stage are considered.

Example
If a policy is marked as Sold, only calls that occurred before the Date Sold are eligible for attribution. Calls after the sale are intentionally ignored.

Conversion Filters: Final Attribution Check

Even after a vendor “wins” attribution based on call history, a final validation step is applied.

What Are Conversion Filters?
Rules defined in the vendor’s pricing configuration, such as allowed Plan IDs, Product IDs, or States.

Purpose
They act as a gatekeeper to ensure only valid conversions are credited.

Outcome
If a policy does not meet the vendor’s criteria:

  • The policy will still display the vendor.
  • The call log will not be marked as a sale.
  • No CPA or sale credit will be applied.

Conversion Lookback Days (Billable Vendor Protection)

An additional safeguard has been added for billable vendors to prevent outdated calls from being incorrectly credited for conversions.

What This Does

The system can now apply a Conversion Lookback Days limit when evaluating billable vendors. If enabled, billable calls that occurred outside of this configured window will not be eligible for sale attribution.

Default Behavior

  • By default, this field is blank, meaning no time-based restriction is applied.
  • System defaults can optionally be set, commonly to 7 days or 30 days, which are standard industry ranges.

Why This Matters

This prevents scenarios where a very old billable inbound call receives credit for a sale when the actual conversion was more closely tied to a recent outbound, non-billable retention or follow-up call.

Scope

  • This rule applies only to billable vendors.
  • Non-billable calls, such as outbound retention activity, remain eligible for attribution when they are more relevant to the sale.

Result

More accurate vendor attribution, fairer billing, and reduced risk of incorrect CPA or billable sale credits.

CPA (Cost Per Acquisition) Billing Enhancements

This release enables new CPA billing modes for vendors.

CPA Only (Mode 1)

  • When a sale is attributed, the call cost is replaced with the CPA amount.
  • Standard inbound per-minute billing is blocked.
  • The vendor is billed only the CPA rate.

Inbound or CPA (Mode 2 – Default)

  • If no sale occurs, normal inbound billing applies.
  • If a sale occurs, the inbound cost is overwritten with the CPA amount.
  • Prevents double billing by ensuring only one pricing model applies per call.

Vendor CPA Report

The Vendor CPA Report is has been updated to use Policy Vendor Grouping instead of Lead Vendor Grouping, but we have added an option in the settings tab to switch back if desired.

We will add this modification to other reports in the near future.

Things to Look Out For

Operational Behavior Changes

Attribution Shifting
You may notice a policy’s vendor change automatically if a more relevant call occurs during the Verification stage. This is expected behavior under the new dynamic attribution model.

Blocked Conversions
If a vendor appears on a policy but the call does not show as a sale, review the vendor’s Conversion Filters. The policy likely does not meet the required Plan, Product, or State criteria.