With mobile local search continuing to explode and more than 80 percent of SMBs including mobile marketing in their budgets, provider of advertising call measurement solutions Telmetrics has introduced m.Call. This patent-pending, first-of-its-kind call measurement solution allows mobile local search publishers and application developers to capture valuable call data without traditional call tracking numbers.
Through m.Call, mobile app publishers can report on all calls generated by their mobile search ads and mobile banner ads. Rather than just counting click to call events, e.g., how many mobile users click on the “call” button, m.Call provides rich caller data such as call durations and caller demographics. Instead of call tracking numbers, the solution leverages digital tracking IDs to connect calls. This approach eliminates the need for hundreds or thousands of unique call tracking phone numbers, making it a cost effective and scalable way to measure and monetize mobile ad performance.
“Local mobile publishers rely on monetizing the calls their apps deliver and need a scalable measurement tool with deep caller data. This additional call detail goes beyond click to call tracking and is crucial to growing the mobile marketing model,” said Bill Dinan, president, Telmetrics. “Calls are the de facto ’it’ metric for local mobile search, and m.Call revolutionizes the industry by providing complete transparency on mobile call data at a fraction of the cost of traditional call measurement.”
Built exclusively for mobile app publishers, m.Call is embedded within the app via a simple plug-in. Unique tracking IDs, which are linked to advertiser phone numbers or “call” buttons within each ad, seamlessly initiate calls. m.Call then captures the same traditional call tracking data including caller demographics, call durations and recordings. As there is no need to replace business phone numbers in ads with call tracking numbers, the process is quick, seamless and easy to manage. Plus, the solution eliminates telemarketer calls, preserving call measurement data quality.
m.Call is now available for Android and will soon be available for iPhone OS (iOS) and Windows Mobile. Telmetrics’ call measurement solutions track the lead generation quality of local search advertising for a variety of media publishers and agencies, which includes hundreds of thousands of SMBs and national franchise locations.