Phone-Through Rate (PTR) is a key performance metric primarily used in call-based marketing campaigns that measures the percentage of incoming calls generated by a specific advertising effort relative to the total number of ad impressions or interactions. It provides valuable insight into how effectively an ad or campaign prompts potential customers to initiate phone contact—a crucial indicator in industries where voice engagement drives conversions.
Calculating PTR involves tracking phone calls directly attributed to specific ads and comparing this figure against overall engagement metrics. This data enables marketers to assess campaign efficiency, refine call-to-action elements, and optimize targeting strategies to enhance direct communication with prospects. A higher PTR typically indicates greater success in converting passive viewers into active callers.
For businesses relying heavily on phone inquiries—such as service providers or local retailers—optimizing Phone-Through Rate is essential for improving lead quality and sales conversion rates. Through careful PTR analysis and enhancement, organizations can allocate resources more strategically, tailor messaging to prompt immediate responses, and ultimately achieve better business outcomes through direct customer engagement.
👉 See the definition in Polish: Phone-Through Rate (PTR): Wskaźnik efektywności połączeń