This is a guest post by Anthony Krolczyk, Brand Director at LumenAd. As one of CallRail's agency partners, LumenAd specializes in organizing CallRail conversion data for a holistic view of all digital investments. Built on a proven framework to unify programmatic, direct, search, and social data, LumenAd consolidates all of your advertising functions into one intuitive workspace. How did I get here? I have run hundreds of digital advertising campaigns. From my early days as a student brand manager for Red Bull to launching a sports nutrition business heavily reliant on online customer acquisition, I personally enjoy the pressure and scrutiny of execution of advertising budgets. When all is said and done, what matters most is demonstrating ROI. These experiences led me to employee email database join LumenAd, an ad management software company in Missoula, MT. I started in the Media Services team as a second account manager and moved on to clients who were facing the same hurdles I had faced when attributing return on ad spend. That's when I noticed a pattern. Regardless of industry, company size, or budget, chasing the latest industry trends kept teams from pursuing desired business outcomes. That's not to say testing new opportunities shouldn't be a central pillar of your digital strategy, but you should keep business results at the center of your decision-making. From there was born my mission as a marketer: I want to be considered as a contributor to turnover and growth. Not a cost center. With that in mind, building the right media mix can be a daunting task and no matter how savvy or comfortable you are, the advertising ecosystem is changing as fast as you can stomach. There will always be a new inventory offer, targeting strategy or audience tactic with an exciting abbreviation that you will remember. I've learned that staying focused on attribution is not only the best way to guide conversations in this ever-changing ecosystem, but also a recipe for success. As you explore the best way to demonstrate return on ad spend in your own organization, here are five tips to keep in mind when using call attribution. Pro Tip #1: Prioritize Data Organization If you're a marketing or media professional, you know it's difficult to pull together data from dozens of sources to create a complete picture of campaign performance. However, most try to solve reporting problems with reporting solutions. This brings me to my first pro tip: