Methods and apparatuses to select communication tracking mechanisms

摘要

Methods and apparatuses to select tracking mechanisms for the performance determination of advertisements. One embodiment includes: selecting one reference type from a plurality of reference types; and determining a reference of the selected type, the reference to be embedded in an advertisement to count communication leads generated from the advertisement. In one embodiment, the advertisement is to be charged according to a performance measure based on communication leads generated from the advertisement. For example, a price for the advertisement can be specified by a party for which the advertisement is to be presented. For example, the advertisement can be charged in response to a voice communication responding to the advertisement. In one embodiment, the plurality of reference types correspond to different mechanisms to track communication leads generated from the advertisement.

主权项

1. A method, comprising:
processing a transmission received via a network by a server system, the transmission corresponding to a request for an advertisement; in response to the request: estimating by the server system a likelihood of response to an advertisement based at least in part on the request; based at least in part on the estimated likelihood of response, selecting by the server system a first tracking mechanism from a plurality of different tracking mechanisms; transmitting by the server system a version of the advertisement via the network, the version of the advertisement comprising the first tracking mechanism; based at least in part on using the first tracking mechanism, collecting by the server system data about responses related to the advertisement; processing a subsequent transmission received via the network by the server system, the subsequent transmission corresponding to a subsequent request for the advertisement; and in response to the subsequent request: based at least in part on an evaluation of the collected data about responses related to the advertisement, selecting by the server system a second tracking mechanism, wherein the second tracking mechanism is different from the first tracking mechanism; transmitting by the server system a second version of the advertisement via the network, the second version of the advertisement comprising the second selected tracking mechanism; collecting by the server system data about presentations related to the advertisement; wherein the evaluation comprises evaluating by the server system the collected data about responses related to the advertisement and the collected data about presentations at least in part by determining a performance ratio between a count of presentations of the first version of the advertisement and a count of responses resulting from the presentations; and wherein the selecting the second tracking mechanism corresponds to: upgrading the advertisement from the first tracking mechanism to have the second tracking mechanism when the performance ratio satisfies a predetermined threshold; and downgrading the advertisement from the first tracking mechanism to have the second tracking mechanism when the performance ratio does not satisfy the predetermined threshold.