The conversion metric, which is the ratio of sales (or other predefined result) to advertisement impressions or clicks, is a key measure for advertisers to assess the value derived from digital advertising. In click-to-call ads, which show a link for mobile users to initiate a call to an advertiser, conversions, if any, occur over the phone after the user clicks the ad. Conversions that occur over the phone are difficult to document, in turn making it difficult to accurately measure the conversion metric. This disclosure describes use of machine learning techniques to transcribe, with user and advertiser permission, the call between a user and an advertiser and to use the transcript to determine conversions that happen during the call.
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Jacobson, Alex, "Click-to-call conversion measurement based on transcribing conversation", Technical Disclosure Commons, (February 06, 2019)