Truecaller, the global leader in caller identification and spam protection with over 450 million active users worldwide, has introduced its first comprehensive Advertising Effectiveness Measurement Suite – ROI of Trust. Built for brands seeking verified, privacy-safe measurement, the suite quantifies advertising impact across attention, trust, and confidence among Truecaller’s 310 million monthly active users in India.

Hemant Arora, Vice President and Global Head of Ads Business at Truecaller, said the platform’s 80%+ daily engagement makes user attention “meaningful and actionable.” He added that ROI of Trust is designed to help advertisers harness this attention through “verified, privacy-safe tools that measure impact in a smarter, collaborative way.”

Archana Roche, Global Head of Measurement at Truecaller, noted that every impression on the platform carries a “halo of trust,” making it possible to quantify how ads in such environments build credibility and influence user belief and action.

Five Pillars of the Measurement Suite

The suite comprises five integrated solutions developed through internal experiments and independent research partnerships:

• Trust & Confidence Indices: A proprietary framework measuring Attention, Trust, and Confidence to Act.
• Brand Lift Studies: Built with Kantar and VTION, these track awareness, recall, favorability, and intent, with early results showing strong lifts across Truecaller’s trust metrics.
• Incremental Reach Analysis: Using VTION and privacy-safe clean rooms, Truecaller identifies unduplicated audiences, delivering 28–35% incremental reach beyond major social platforms.
• Multivariate Testing: In partnership with RainMan Consulting, this isolates variable-level impact to optimize creative and media decisions.
• Marketing Mix Modeling: Also with RainMan, using elasticity models and simulations to quantify Truecaller’s contribution to ROI and guide media allocation.

All measurement solutions operate in privacy-safe environments, relying on passive behavioral signals and partner validation to uphold transparency and methodological rigor.

Truecaller says ROI of Trust is designed to redefine advertising accountability in verified ecosystems – helping brands measure what truly matters: attention anchored in trust.