OREANDA-NEWS. January 25, 2011. Using the new ‘Targeted caller’ tool, advertisers on Yandex can now know how many clients make a call after seeing their contextual ads.
Advertisers using Yandex.Metrica, the company’s user behavior measuring service, can now have a free multi-channel phone number visible only to viewers of their ads placed via Yandex.Direct or on Yandex.Market. The customer calls statistics are available in the advertiser’s Yandex.Metrica reports.

The ‘Targeted caller’ tool allows advertisers to include into their statistics those web users who choose the telephone over the internet to contact them to learn more about the product or make an order. Using this tool, advertisers can measure how many clients were reached through contextual advertisements on Yandex.Direct or Yandex.Market and assess more precisely the effectiveness of their advertising campaigns. The ‘Targeted caller’ option helps showcase the effect of online advertising on off-line sales.

The new tool can also be instrumental in establishing business processes. So, a company can use the data on changes in the number of calls during the day or the number of missed calls to streamline the work of a call-centre or a sales department.

Currently, the ‘Targeted caller’ service is available only to advertisers with a Moscow telephone number and an average monthly budget of at least 21,000 rubles. Foreign advertisers with a Moscow number or a toll-free number in Russia (8-800) can also use this service.
To read more about the new tool, please visit a link (in Russian).
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Yandex.Metrica is a web statistics tool that measures website traffic, visitor behavior and ad efficiency. The Yandex.Metrica reports show, among other things, where the visitors to the website come from, what they do on the website and how long they stay on each page. The system allows the website owner to set up to 10 goals and track their progress.

Yandex.Direct is the first and largest automated, auction-based ad-serving system for contextual advertising on the Russian Internet. Ads are displayed for millions of users on search results pages and on the pages of the Yandex Advertising Network.

Yandex.Market is a comparison shopping system for choosing products, services or shops online. According to TNS Russia, as of November 2010, the service had the monthly audience of over eight million.