Peanut butter and jelly. Holidays and egg nog. Mobile click to call ads and phone call tracking.
Some things are just destined to go together.
There have been a flurry of news releases and blog posts recently about mobile ad networks and affiliate networks partnering with call tracking providers to supply turnkey analytics and lead qualification solutions for advertisers and publishers.
It makes sense when you think about it. Tracking a phone call is a bit more sophisticated than tracking a click. Marketers and ad publishers need to capture and analyze the ad click data, standard call tracking metrics and conversion rates. The phone conversation takes place out of site from traditional web analytics tools and verbal transactions are much harder to quantify than click-based conversion events. (hint: recording calls can help)
What does it mean?
These partnerships make it easier for advertisers to determine the success of ad campaigns and individual ads targeted to a mobile audience. Smarter advertisers lead to more efficient ad markets and better results. Companies that spend money without measuring results are running blind and will eventually lose the ability to compete profitably.
Mobile web users are given more options to initiate a conversation with a business directly from an ad without having to navigate a website on a smaller screen. When time and screen space are in short supply, a phone call might be just what the advertiser ordered.
(CC Photo Credit: Vegan Baking on Flickr)
