Even though mobile web sites have many met­rics in com­mon with their desk­top web cousin (e.g. views, vis­its, vis­i­tors, etc.), there are sev­eral that are spe­cific to mobile only.  One of these is the click-to-call action.  Although tech­ni­cally there is no “click” with this action on smart­phones, the idea is to cap­ture when a user selects or touches a phone num­ber to call.  For many busi­ness types (e.g. hotels, restau­rants, brick-and-mortar stores, local ser­vices, etc.) click-to-call track­ing can be a very valu­able met­ric to cap­ture, includ­ing for mobile ad cam­paigns where click-to-call is the call to action (as shown in above image).

The HTML hyper­link syn­tax for click-to-call is rather straight­for­ward for cur­rent smart­phones (iPhone and Android):

<a href=”tel:18015556766″>Click to dial (801) 555-6766</a>

How­ever, for fea­ture phones (WAP) or older Black­berry devices the URL schema is different:

<a href=”wtai://wp/mc;18015556766″>Click to dial (801) 555-6766</a>

To cap­ture data in Site­Cat­a­lyst from the click-to-call action we use a “redi­rect” (REDIR) which will send the data to Adobe before the actual call is ini­ti­ated.  How­ever, before includ­ing the redi­rect, we must decide what infor­ma­tion would be valu­able to cap­ture.  Below is a sim­ple list of dimen­sions and met­rics that we’ll cap­ture in this exam­ple.  Obvi­ously this list would be adjusted, includ­ing spe­cific vari­ables, for your par­tic­u­lar needs.

Click-to-Call Action: event11
Number Dialed: prop20, evar20

Here are the vari­ables with their respec­tive val­ues using a dynamic vari­able to copy the value of  eVar20 into prop20.

events=event11&eVar20=801-555-6766&prop20=D=v20

Because we don’t want this action to gen­er­ate a page view within Site­Cat­a­lyst report­ing, we need to cre­ate the equiv­a­lent of a track­Link call.  To do this we need to include these extra variables:

pe=lnk_o
pev2=Click-to-Call

The value for pev2 can be cus­tomized to what­ever you want.  This vari­able pop­u­lates the “Cus­tom Links” report.

Next we need to set the URL which Adobe will redi­rect to (exam­ple below is for smarpthones).

url=tel:18015556766

Now that we have defined the var­i­ous vari­ables that are sub­mit­ted to Adobe, let’s look at the entire string:

url=tel:18015556766&events=event11&eVar20=801-555-6766&prop20=D=v20&pe=lnk_o&pev2=Click-to-Call

How­ever, to work prop­erly we need to URL encode each of the vari­able val­ues where needed.  We also should use the proper URL abbre­vi­a­tions for vari­able names (events=ev, eVar=v, prop=c)

url=tel%3A18015556766&ev=event11&v20=801-555-6766&c20=D%3Dv20&pe=lnk_o&pev2=Click-to-Call

Bring­ing it All Together

Finally, we include the redi­rect para­me­ters from above into the URL that is sub­mit­ted to Adobe.  Please adjust the domain (jsptest123​.122​.2o7​.net) and report suite (jsptest123) according to your spe­cific needs.

<a href="http://jsptest123.122.2o7.net/b/ss/jsptest123/5.4/REDIR?url=tel%3A18015556766&ev=event11&v20=801-555-6766&c20=D%3Dv20&pe=lnk_o&pev2=Click-to-Call">1-801-555-6766</a>

To see this in action, here’s a work­ing exam­ple.  If you want to actu­ally make a call (to the fic­ti­tious num­ber), you will need to access this link from your mobile phone.

Addi­tional Considerations

Be sure you are set-up to use first-party cook­ies on your mobile site (e.g. met​rics​.your​do​main​.com). If you don’t you will over­count the num­ber of unique vis­i­tors when using the above redi­rect.  Also, for Site­Cat­a­lyst v15 cus­tomers, you could lever­age con­text­Data in place of set­ting vari­ables explic­itly.  So instead of set­ting event11, prop20 and eVar20, we sim­ply set a Con­text­Data vari­able with phoneNumber=801–555-6766.   Within the Site­Cat­a­lyst admin we then cre­ate a Pro­cess­ing Rule that would map the pho­neNum­ber Con­text­Data vari­able value to prop20 and eVar20 and fire event11 at the same time.

1 comments
BPDeGuzman
BPDeGuzman

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