According to a benchmark report published by Invoca on July 13, calls referred by ChatGPT are more likely to qualify as sales leads than calls from any other channel. However, once answered, these calls convert at approximately the average rate.
The report states that the lead rate for ChatGPT-referred calls is 49%, which is approximately 10 percentage points higher than the average of the seven channels tracked by Invoca and 6 points above Google Business Profiles at 43%. The conversion rate from these leads is 40%, compared to an all-channel average of 42%. Invoca considers this to be about average.
All figures represent averages from Invoca’s customer base, based on over 70 million calls and 600 million minutes of conversations across 10 industries. Invoca sells the call tracking and conversation analytics that generate this data.
Invoca says this is the first year it had enough data to measure calls driven by generative AI search at all.
What The Data Shows
Across all industries, approximately 56% of calls to businesses are answered by a person. If a call lasts more than 15 seconds, the answer rate increases to about 65%, and for calls over 30 seconds, it rises to around 71%. Out of the answered calls, roughly 38% qualify as leads, and about 42% of those leads convert during the call.
ChatGPT sits above that baseline on the first number and below it on the second.
Paid search continues to generate the most calls, leads, and conversions among paid channels in the dataset. For multi-location businesses, Google Business Profiles are the top organic source. Invoca emphasizes that channel efficiency and scale are different factors, and percentages alone don’t reveal which channel brings in the most business.
What The Report Doesn’t Say
Invoca does not publish how many ChatGPT-referred calls the 49% is calculated from, only noting thatInvoca does not publish how many ChatGPT-referred calls the 49% is calculated from, only noting that the overall volume attributable to generative AI remains very low. When a rate is derived from a small base, it tends to be less reliable compared to the same rate calculated from the significantly larger paid search volume.
The report doesn’t specify a measurement window. The methodology explains that the figures are based on calls tracked and analyzed on the Invoca platform across 10 industries and seven marketing channels, but it doesn’t mention a specific start or end date. Gemini, Claude, and Perplexity aren’t included in the channel breakdown. Invoca notes that this is a measurement limit rather than a comment on those assistants, mentioning that ChatGPT is the only large language model generating measurable call volume in their dataset.
How Invoca Attributes The Calls
Invoca labels calls as ChatGPT-referred, but the report lacks details on how this attribution works, such as whether callers clicked from ChatGPT, used tracked numbers, or contacted the business through other means. It only…
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