Non-attributed calls

In some reports you may notice calls that are listed as coming from an unknown source. These are calls that Nimbata was not able to attribute to a tracked marketing source or session.

When this happens, it means Nimbata did not have a source tag (such as UTM data or dynamic source information) available for that particular call.

In many cases this occurs when a caller dials the tracking number directly, for example by manually entering the number, calling from a list or brochure, or using the number outside of a tracked environment.

What to check

If you see calls with an unknown source:

• Verify how the number is being displayed:

Make sure your tracking numbers are only shown dynamically via your website or tagged materials where source data can be captured. If the number appears elsewhere (printed materials, saved in a contact list, shared outside tracked pages), callers may dial it directly and no source information will be sent.

• Review your dynamic number insertion setup:

If you expect more calls to be attributed to tracked channels (UTM tags, campaign links, ad sources), confirm that your dynamic number insertion (DNI) script is installed correctly on the pages you want to track. Incorrect DNI setup can result in calls without source attribution.

Calls with unknown source do not indicate a problem with your tracking numbers; they simply reflect calls that could not be mapped to a known marketing source based on how the call originated.

Updated on: 18/12/2025