ChatGPT-referred calls show higher lead rate, average conversion

Image credit: Search Engine Journal

Global calls referred by ChatGPT showed a significantly higher lead qualification rate but only an average conversion rate once answered, according to a new report from call tracking company Invoca.

The findings challenged previous assumptions about the overall efficiency of artificial intelligence referrals, indicating strong initial interest but no corresponding boost in final sales.

ChatGPT-referred calls achieved a 49 percent lead rate, which was 10 percentage points higher than the average across seven other marketing channels, Invoca reported.

However, the conversion rate for these ChatGPT-referred leads stood at 40 percent, which Invoca considered average when compared to the all-channel average of 42 percent.

Invoca based its analysis on more than 70 million calls and 600 million minutes of conversations, spanning 10 different industries.

The report did not specify the exact volume of calls attributed to ChatGPT, noting that the overall volume from generative AI sources remained very low.

The methodology used to attribute calls specifically to ChatGPT was also not detailed in the report, Invoca said.

Among paid channels, paid search generated the most calls, leads, and conversions, according to the report.

For multi-location businesses, Google Business Profiles emerged as the leading organic source for inbound calls.

Invoca, a company specializing in call tracking and analytics, regularly publishes reports on marketing performance, often incorporating data from platforms like Google and Adobe, and sometimes referencing market intelligence firms such as Similarweb.

Source: Search Engine Journal