moolah media phoneWhen mobile ad network Moolah Media came out of stealth mode in December, it placed a big emphasis on its pay-per-performance model, where advertisers pay for actions rather than impressions. The San Francisco startup is taking that model even further today with real-time call reporting.

Phone calls are an obvious ways to track the success of a mobile ad — if the consumer sees an ad on their phone for a product or a service they like, it’s easy for them to just call that number right away. In fact, the company says its ads are already generating 250,000 paid leads in the form of phone calls each month.

Now, Moolah Media is working with call center partners to track data about those calls, including duration, duplicate calls vs. unique calls, and call answer rates.

Of course, this isn’t the only call tracking system out there, but chief executive Shawn Scheuer outlined some of the differences for me via email:

The difference is that this is fully integrated into a platform specifically designed for mobile advertising – not a stand alone phone call tracking system that is being used by mobile as an afterthought. There is a lot more than just tracking calls going on, and it includes optimization. For example, we show click-to-call offers to iPhone users but don’t show click-to-call offers when someone visits from an iPad or iPod Touch (because they can not make calls). Instead, they are given simple forms to complete.

In addition, many offers have multiple aspects to them. They may pay out something for completing a form on the first page, and then pay out more for proceeding to a click-to-call offer. By having the system in house and fully integrated, we can create and track these campaigns easily.

There’s a cost difference too. If an advertiser uses a separate call tracking service like RingRevenue, Scheuer said, it costs 4 to 5 cents per minute, which can end up eating 20 to 25 percent of the revenue from an advertising campaign.

Moolah Media is self-funded.
Moolah Media Call Report