Anyone using call attribution to improve pay per call campaign ROI?

Trying to improve reporting accuracy for inbound call campaigns and recently started focusing more on call attribution instead of just total call volume.

We noticed some traffic sources generate a lot of calls but low-quality leads, while others generate fewer calls with better conversion rates.

Interested to know:

• What attribution model are you using?
• Do you track calls by keyword/source/ad group?
• Are you integrating call data with CRM or analytics tools?
• How important is call recording in attribution analysis?
• Are AI tools helping with call scoring or attribution?

Would love to hear what’s working for others running pay per call or lead gen campaigns.