Display ads influence 60 times more phone calls than a direct click-to-call, according to a report released Tuesday. On average, the report finds that approximately 2% of phone calls occur as a direct result of display ads or landing pages, and the remainder occur in the days or weeks following a consumer’s exposure to the advertisement. Without the proper attribution tool it becomes impossible to track the results.
The Marchex report analyzes why display advertising doesn’t get the credit it deserves for inbound phone calls. With click-to-call commerce estimated at $1.12 trillion in 2015, per Marchex, the study shows that more than $600 billion in telesales goes unattributed today.