Technology Company AdInsight Limited has developed an innovative online call tracking system (branded as Web Route) which can provide businesses with statistical proof of how effective their advertising campaigns are in winning customers and achieving sales.

The Web-based rule system will help businesses optimize their online ad spend by pinpointing how a phone-in customer found the company online.

There are many ways a customer could find a business online (from social media sites to pay-per-click advertisements), which is why solutions like this are so appealing to those needing to measure their channel-specific return on investment. Web Route offers a rule builder which allows businesses to create any combination of rules they wish to track, for example, monitoring a set of keywords on a specific search engine like Google using a broad match function.

"With the upgraded AdInsight tracking system, companies now have the technology to track data on customer calls, including whether those calls resulted in a sale and how those new customers found out about the company online," said Ross Fobian, co-director at AdInsight. "The overall result is that companies using AdInsight know exactly which advertising, whether it is offline or online, is driving telephone sales and which is not."