Digital marketing has gone mobile. And thanks to smartphones and click‐to‐call, consumers are responding to search, social, display, and other digital ads and campaigns by calling businesses by the billions. These calls, while often the most lucrative type of conversion, are also the most difficult for marketers to measure and optimize. However, many marketers lack the ability to attribute customer calls to their digital marketing efforts.
Not Attributing Calls is a Big Risk
As digital marketing goes mobile, call conversions have skyrocketed. Research firm BIA/Kelsey predicts calls from search, social, and display advertising will exceed 162 billion in 2019. That’s because smartphones are, after all, still phones. And using a click-to-call button is the fastest and most natural way for consumers to connect with businesses. There are many reasons why not measuring and optimizing for customer calls can be a big mistake:
Why Marketers Can’t Optimize for Mobile Without Call Attribution Software
