The recent hype about pay-per-call is still generating negative responses from those who are intimately familiar with the model because of the complexities that accompany it including pricing variances, product complexities, and ad-serving unpredictability. The opportunity cost for pay-per-call is currently too high and small to mid-size businesses will not be willing to risk their budgets with this unpredictable model. A better way to track return from interactive marketing efforts is a concept that has been around for decades – call-tracking. This method allows a small business to understand the relative cost associated with paying for advertising on the basis of a call, without being confined by the pay-per-call model’s limitations.

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