U.S. businesses spend more than $300 billion on advertising each year, but only about 15% of that is spent on online advertising. The other quarter trillion dollars is spent each year not to drive a click but to drive a store visit or a phone call - tens of billions of phone calls each year from U.S. consumers to businesses. And that number is growing by billions of calls each year due to the growth of mobile search and the ubiquity of mobile phones, which results in consumers being connected wherever they are.
These developments have increased the importance of call marketing for advertisers. So, for businesses that talk to their customers on the phone, call tracking is now an essential capability. It allows marketers to properly attribute calls and marketing campaigns to a lead source, providing essential business intelligence.