Honestly, all the hype over pay-per-call often makes me shake my head. Yes, it
can be a simple way for people without web sites to get search-targeted traffic.
But people who say they’d prefer a phone call rather than a web site visit
because they can track and act on the call? Then just run an ad to a page with
your phone number! That’s cheaper than doing pay-per-call, and you can still get
the call. Pay Per Call vs. Call Tracking: Walk Before You Run from Justin Sanger at ClickZ looks at this "walk before you run" approach in
more depth. He rightly explains that pay per call is not the same as call
tracking. Calls can be tracked without going into pay per call, and many would
benefit by doing so.
Call Tracking Is For Everyone, Even If Pay Per Call Isn’t
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