Most are aware when doing work on Local citation sources, if a phone number is to be used as a tracking number and it is not the main number used for the business in Local, it should be an image without alt text identifying the number. With a major citation source like Yellow Pages, we choose to use the regular business number which, of course, creates an attribution problem. If the same number is used in organic and Local, where did the traffic come from: YP? organic listings? Local? G+?
With one client, we use a sophisticated proprietary call tracking mechanism that is the property of the franchisor. We also utilize GA and WMT. My question is: Is there a way to draw a reasonable corollary to other (non-call) conversions from overall traffic?
If we know that for referring sites using an image number that those sites generate as many calls as they do contact forms filled out can we draw a reasonable corollary that other sites would be similar? On my example I have included, Angies list shows 2 visits and one form submitted. The next referrer shows 7 visits and 2 forms submitted. If each of these referrers are using image numbers and we know we got one call from Angies and 2 calls from the other, can we draw a reasonable assumption of: YP had 5 forms submitted, they would have had close to 5 calls additionally?
So, if forms to calls for A is equal, and forms to calls for B is equal, can we assume that for a third or fourth referrer, calls to forms would be near equal with rare exceptions?
If not, is there a way you are aware of to statistically draw an inference from this situation?
Obviously, the big unknown is do people from one referrer have a significantly different motivation, etc. than those from another? One thing we know with this client is there is no affiliate traffic referring so there is little likelihood one or two referrers are distorting the numbers.
I realize this takes some thinking, but I would appreciate a couple of you who did better than me at statistics and modeling to throw your thoughts in here.
Thanks a ton,
Robert
rKeWl72