Truecaller has introduced a new suite of advertising measurement tools called ROI of Trust. This is designed to help brands understand how attention, trust and confidence affect advertising outcomes at scale.
The company says the new framework provides a more complete way to assess the true effectiveness of digital ads.
According to Truecaller, ROI of Trust is built around its Trust and Confidence Framework. This measures whether brand messages capture attention, inspire trust and give audiences confidence to take action.
“With high daily engagement, Truecaller has grown into a platform where user attention is both meaningful and actionable,” said Hemant Arora, Vice President and Global Head of Ads Business at Truecaller. “We’re committed to helping advertisers tap into this attention more effectively by offering verified, privacy-safe tools to measure impact in a smarter and more collaborative way.”
Archana Roche, Global Head of Measurement at Truecaller, added that ads seen on Truecaller benefit from a “halo of trust,” which makes users more likely to view brands as reliable and credible.
The ROI of Trust suite brings together five solutions that combine in-house experimentation with independent research:
- Truecaller Trust & Confidence Indices – A proprietary measurement framework that quantifies three critical dimensions of brand impact: Attention, Trust & Confidence to Act.
- Brand Lift Studies- In partnership with Kantar and VTION, these studies measure full-funnel brand outcomes such as awareness, recall, favorability, and purchase intent on Truecaller. Early trials with category-leading brands have indicated positive movement across attention, trust, and Truecaller’s proprietary Trust and Confidence Uplift metric.
- Incremental Reach Analysis – Through partnerships with VTION and privacy-safe data clean rooms, Truecaller maps unduplicated audiences beyond major social platforms, achieving 28-35% incremental reach on average.
- Multivariate Testing – Powered by RainMan Consulting, This framework runs controlled tests to isolate the impact of different variables, helping advertisers identify the most effective combinations for achieving the best-performing campaign outcomes with precision.
- Marketing Mix Modeling (MMM) – Powered by RainMan Consulting, this framework leverages elasticity models and “what-if” simulations to estimate Truecaller’s incremental contribution to marketing ROI, enabling brands to optimize media investment allocation across channels.
Truecaller says that all measurements operate in privacy-safe environments and rely on independent validation and not declared user data. The company works closely with research partners to maintain transparency and ensure advertiser confidence.
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