Phone-Through Rate / Advertising Terms Phone-Through Rate Phone-through rate (PTR) is a marketing metric that measures the percentage of users who make a phone call after interacting with a digital ad or online listing. It is especially relevant for mobile campaigns, local businesses and service-based organisations where phone calls are a key conversion action. PTR provides insight into how effectively your ads prompt direct customer engagement via phone. PTR is calculated by dividing the number of phone calls received by the number of ad impressions or clicks, depending on how the campaign is tracked. For example, if a Google Ads campaign receives 1,000 impressions and generates 50 phone calls, the phone-through rate would be 5 percent. Platforms like Google Ads, Meta and call tracking tools such as CallRail or Invoca can capture this data and tie it back to campaign performance. Tracking phone-through rate helps marketers evaluate ad copy, placement and audience targeting. For B2B and SaaS companies, a high PTR might reflect interest from prospects looking for demos or sales support. For nonprofits, it could indicate that users are calling to donate, ask questions about programs or find help. Improving PTR involves using strong call-to-action language, click-to-call features, local phone numbers and clear value propositions. Monitoring PTR alongside metrics like call duration and conversion rate can reveal which campaigns are truly driving quality leads.