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Call Tracking On the Rise for Print and Online

One thing I’ve heard a number of people at the conference talking about is call tracking.  In order to protect their local search positions, we are now seeing that Yellow Page companies are significantly increasing their commitment to advertisers by using call tracking to provide more flexible and transparent pricing models.

This move towards increased transparency is the next logical step in what has always been a performance based medium.

While early traction seems to have been in the online segment, print call tracking is also on the rise. This trend has seen the advent of integrated reporting across print and online segments, to more effectively prove the role of Yellow Pages in local search.

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