More evidence emerged today that calls are the preferred local performance measurement currency. The call analytics firm Telmetrics released data showing a 160% increase in the number of online local search call programs it monitored in 2013.

So what does this mean?

“The number of marketers adopting calls as a cross-media ad performance metric is growing significantly because digital marketers recognize the value of using call analytics as key engagement and conversion indicators,” said Bill Dinan, president of Telmetrics. “While mobile growth is helping fuel the increased interest in calls, marketers and local search advertising providers can do more to harness the full value that call measurement technology can deliver.”

This is consistent with BIA/Kelsey data that has consistently shown SMBs value calls over and above other lead forms (e.g., clicks, emails, etc.), primarily because calls tend to be low purchase funnel, high conversion leads. The chart below (click on the image to enlarge) from BIA/Kelsey’s Local Commerce Monitor™ Wave 17 shows calls edging out even in person visits as a preferred lead source.

Calls will be a key coverage area for BIA/Kelsey in 2014. Our senior analyst and mobile guru Mike Boland is currently at work on a major Insight Paper, focused on the latest developments in call monetization.