Call tracking could become the newest metric to measure the success of a paid-search campaign. Jonathan Allen explains that unique numbers track every call by forwarding the consumer on a toll-free line to the business running the ad. The service launched last year, but Google recently renamed and enhanced it, and rolled the service out to all advertisers across the U.S. and Canada. Allen outlines the features of the new service, such as a new type of pricing for certain calls.
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