Phone-Through Rate
Phone-Through Rate (PTR) is a metric in digital marketing that measures the percentage of users who click on a phone number link and initiate a call through a digital ad or website.
Description
In digital marketing, the Phone-Through Rate (PTR) is crucial for businesses that rely on direct customer interaction, such as service-based industries or local businesses. PTR is calculated by taking the number of clicks on a phone number link (click-to-call) and dividing it by the total number of impressions or visits, then multiplying by 100 to get a percentage. This metric helps marketers understand how effectively their digital content encourages users to take the next step and make a call. High PTR often indicates strong interest or compelling calls-to-action, whereas a low PTR might suggest that the ad or content needs optimization. By analyzing PTR, businesses can adjust their strategies to better meet customer needs and improve conversion rates.
Examples
- A local plumbing company runs a Google Ads campaign with a 'Call Now' button. After 1,000 impressions, 50 users click the button to call. Their PTR is 5%, showing that their ad is effectively driving calls.
- A restaurant uses Facebook ads to promote their new menu, including a clickable phone number for reservations. Out of 2,000 views, 100 people click to call, resulting in a PTR of 5%, indicating strong interest in making reservations.
Additional Information
- PTR can be influenced by various factors, including the clarity of the call-to-action, the target audience, and the time of day.
- Regularly monitoring PTR helps businesses optimize their ad spend and improve customer engagement.