SYSTEM AND METHOD FOR DETECTING CALL-THROUGH EVENTS FOR ADVERTISING IMPRESSIONS SENT TO MOBILE WIRELESS DEVICES

摘要

An arrangement is described for capturing and reporting call-through events in connection with phone numbers embedded in advertising impressions sent to mobile wireless devices. A call-through event is said to occur when a phone number embedded within an advertising impression is called from the mobile device. The system includes a call-through detector on the device that captures data related to a call-through event and communicates the captured data for one or more phone numbers over the network to a server. The server collects the captured data from various mobile devices and can correlate those with the advertisements sent to the mobile devices. A call detail information record sent from a device may contain detailed information about the context in which the call was made from the mobile device, including, for example, time of day or device location.