Call Tracking for DoubleClick Search
Advertisers are beginning to understand that as search and display take an ever-larger portion of their marketing budgets, at some point they'll need to show value; essentially, they need to prove that the money they are spending is yielding results. That's not hard to do on the Web, but it's been quite difficult when it comes to what happens offline that results from Web activity/interaction.
Call tracking, measuring and attribution solution Mongoose Metrics has set its sights on the problem, announcing the availability of an integration with DoubleClick Search (a Google product).
Here's how the integration will play out for advertisers. When DoubleClick is used in tandem with a session-based Mongoose Metrics product, the Mongoose Metrics database will capture the DoubleClick ID associated with the ad. In the event a phone call is made, users will be able to attribute that specific campaign to an offline phone call.
Essentially, advertisers can associate calls back to DoubleClick ads, track conversions that result, and incorporate the data into their bid management business rules. What's more, if Mongoose Metrics is integrated with a CRM such as Salesforce, any resulting revenues from those phone calls can also be attributed back to the ad that drove it in.
Not revolutionary by any means, but having the ability to integrate call conversion data into a bid management platform, CRM system and marketing optimization tools helps to refine budgets, drive greater ROI and optimization of search, display and referral traffic initiatives.