by Alex Spencer, Mobile Marketing

“’Advertisers should be assessing the value of mobile clicks in alternative ways, because you can’t expect a phone to deliver the same rate of direct online sales as devices with bigger screens that are typically used in the home,’ said Kenshoo CMO Aaron Goldman. ‘It’s imperative to track and optimise conversion events like phone calls, app downloads, check-ins, website registrations, store locators. These are KPIs we should be using to measure the effectiveness of phone clicks.’”

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