Pay per click.  Click to call.  Pay per call.  As the market evolves, the nomenclature can be confusing.  Pay per call is a pay for performance business model where directory publishers and search engines charge local advertisers on a per-call basis for each lead (call) they generate. Click to Call, along with Call Tracking, are the underpinnings that enable the pay per call business model.

The desire for local businesses to receive qualified leads from the Web has brought a tremendous amount of attention to pay per call programs. The Kelsey Group estimates that incoming calls convert to sales 45% of the time. They also cite that 42% of advertisers would prefer paying for phone calls over clicks.

However, deploying a call tracking or monitoring service should not be a "one size fits all" proposition.  eStara provides a call tracking and monitoring service that fits into any business model - whether offered as a pay per call program, call volume guarantee, subscription-based, or as part of a value-added service.

As a provider of Click to Call and Call Tracking technologies, eStara is focused on offering wholesale pay per call solutions to agencies and publishers. By providing the technology in absence of a network, eStara is never vying for the advertising dollars of our customers’ clients. 

eStara’s solutions can support any business model, and are backed by expert service and global call delivery capabilities. In addition, eStara offers total integration with existing publisher systems to provide a seamless user experience.

eStara’s Click to Call and Call Tracking allow for greater flexibility than traditional switch-based providers, and enable publishers to offer dynamic services to their advertisers, such as lost-lead reporting, dynamic call routing and real-time reporting, which are essential components for any pay for performance program.