Buying a mattress is rarely an impulse decision. Consumers spend days, sometimes weeks, reading reviews, comparing models, and visiting showrooms before they commit. And for many, the last step isn’t clicking “add to cart.” These consumers will often pick up the phone.
That shouldn’t come as a surprise. Research shows that callers convert 10-15x more often than web leads, and they tend to make higher-value purchases. For brands selling high-consideration products like luxury mattresses, home services, financial products, and healthcare, the contact center is one of the most important revenue channels.
Despite this, many marketers struggle to connect the phone leads they drive to revenue. And when it comes to phone leads generated by connected television (CTV) advertising, the gap is even wider.
CTV Drives Calls, but Most Brands Can’t Prove It
TV has always been a powerful driver of consumer action. A well-placed ad can spark awareness, build trust, and nudge viewers toward a purchase. Marketers have gotten quite good at measuring how TV impacts website traffic and e-commerce revenue. But what about the customer who sees a TV spot, visits the brand’s website to browse, and then calls to place their order?
Without the right technology in place, that phone sale simply isn’t captured in attribution models. As a result, brands systematically undercount the revenue their CTV campaigns generate, leading to misallocated budgets and missed optimization opportunities.
This was the challenge Saatva, one of America’s leading luxury mattress brands, was facing.
How Invoca Closed the Loop for Saatva
Saatva had already built a sophisticated measurement framework for TV advertising through its partnership with Tatari, a leading CTV and video analytics platform. It could track how channel investment drove website visits, e-commerce sales, and even retail foot traffic.
However, one critical piece was still missing: purchases made over the phone. That’s where Invoca came in.
By integrating Invoca’s AI-powered platform with Tatari’s TV attribution platform, Saatva could finally trace the full customer journey from video impression to phone call conversion. Here’s how it works:
- A viewer sees a Saatva CTV ad
- They visit saatva.com, where Tatari creates a session ID to track the visit
- Invoca captures that same session identifier through an on-site tag
- When the customer calls, Invoca ties the phone conversation (and the resulting purchase) back to the original TV-driven website visit
The result is a complete attribution path from online impression to offline revenue: CTV impression → website visit → phone call → purchase.
For the first time, Saatva could incorporate contact center revenue into the same measurement models it used for online conversions. This gave their marketing team a dramatically more accurate view of TV’s true ROI.
Beyond Attribution: The Power of Invoca’s AI
Connecting calls to TV ads is just the beginning. Invoca’s platform goes deeper, unlocking insights from every phone interaction that most brands never see.
As Nathan Ziv, SVP of Product Management at Invoca, explained: “Phone conversations are a rich source of customer insight that many marketers overlook. By combining Invoca’s conversation analytics with Tatari’s TV attribution, brands can see not only which ads drive calls, but also gain insights like customer sentiment and frequently asked questions to add another layer of context to performance data.”
This means brands can analyze which CTV creatives generate the highest-intent calls, understand what questions consumers ask before buying, identify sentiment patterns that correlate with conversions, and feed those insights back into campaign optimization. All of this rich data comes from the conversations already happening in Saatva’s contact centers.
What Invoca’s Data Revealed
Once Invoca was integrated into Saatva’s measurement framework, the results were immediate and compelling. Several key patterns emerged:
CTV clearly drove offline purchases. As CTV investment increased during the fall season, especially around Black Friday, attributed call conversions rose in parallel. The correlation between CTV exposure and phone call conversions was unmistakable.
Previously uncounted revenue came to light. By bringing contact center purchases into the attribution model, Saatva captured revenue that had been invisible in its CTV performance analysis. Without Invoca, this revenue would have been omitted from measurement.
Data quality held up. Validation checks confirmed that Invoca’s tracking matched Saatva’s internal call volume numbers, giving the team confidence that the measurement reflected real customer behavior.
As Saatva’s VP of Marketing, Alex Diesbach, put it: “For our business, the contact center is an important part of how customers buy. Working with Tatari and Invoca helped us quantify how TV impacts real conversations with customers that lead directly to sales.”
Why This Matters for Considered Purchase Industries
Saatva’s story highlights a truth that applies far beyond the mattress industry. If your brand offers considered purchases where phone calls play a role (a common reality for industries like home services, insurance, automotive, healthcare, travel, and financial services), you’re likely dealing with the same attribution blind spot.
If you’re investing in CTV advertising and have a contact center, there’s a good chance you’re undercounting your conversions. The calls are happening, and the sales are closing. However, without the right measurement in place, that value never shows up in your performance data.
Invoca’s AI-powered platform is purpose-built to solve this problem. It connects phone calls to the marketing touchpoints that drove them and unlocks the rich insights hidden in every conversation.
Ready to Close the Attribution Gap?
If your CTV campaigns are driving phone calls and you’re not measuring them, you’re underreporting a significant portion of your ROI. Let’s fix that. Schedule a demo today to learn how conversation analytics can complete your attribution picture.
