Telmetrics announced today that it has been chosen by Yelp to run the site’s call measurement. This includes reporting to advertisers the volume of calls they received through the site (involving unique tracking numbers).
According to the press release:
Telmetrics’ call measurement products validate the performance of local search advertising for hundreds of thousands of SMBs and national franchise locations. In addition, call counts from unique phone numbers can be analyzed for operational efficiencies, lead generation insights and ad program optimization.
This move makes sense given the growing number of calls that Yelp is generating for the businesses listed on the site. This is particularly true in mobile where it drives a phone call to a local business every other second.