Google Pushes Beyond Clicks to Call Metrics
Google, an empire built on clicks, is slowly moving away from them as the only measure of success for ads. In the latest example, it’s bringing call metrics to its search ads.
Google AdWords advertisers will now be able to add a unique toll-free number to their ads and track the resulting calls, along with how long they last and where they originated. The company is using the technology behind Google Voice to power the feature.
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