[2] It is based on the technological possibility of measuring the behavior of callers and is thus the equivalent in telephony to the conversion tracking[3] used on the internet.
As soon as the user confirms she wants to be contacted with a click of the mouse, the technology behind this automatically sets up a telephone conversation between the advertiser and the interested party.
Unlike the call-back procedure, call number tracking does not include any web-based functions but is based on a telephone server solution.
The data which can be drawn from this method can be: This provides a much more rounded data-set for marketing purposes and can be integrated with industry standard software such as CRM Systems, AdWords, Google Analytics etc.
It differs from session based tracking as software cannot be run to dynamically replace the numbers for each viewer, however, this is useful for marketing purposes.