Measuring Ad Conversions From Mobile Phones

  • By Alex Wozny
  • 14 Feb, 2017

As spending on digital channels increases, so does pressure on marketing teams to prove and improve ROI; and that can be a challenge. Benchmark data such as CPL (cost per lead) and CPA (cost per acquisition) help take the guesswork out of decision-making by enabling teams to optimize for what’s really driving leads, customers and revenue.  

Call conversion measurements are very important as more people respond to ads through their Smart Phones. Meaningful measurements for Call Conversion include a) the marketing source b) the caller’s path through your website c) who the caller is (phone number) d) time of day - Using different telephone numbers assists with granular tracking of responses for companies with a diverse product mix.  

Tracking the result from the call (did it produce a sale, inquiry, visit, etc.) together with the callers telephone number is a must do activity for your business team. This information can be matched with analytics data to provide insights into the effectiveness of phone response to ads. Read a good supporting article here

Index

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