ReachLocal Launches TotalTrack Tool For ROI Measurement

by Tameka Kee

ReachLocal has launched TotalTrack, an automated return-on-investment (ROI) tracking tool that helps small businesses gauge the effectiveness of their on- and offline media spending. TotalTrack adds an additional layer of functionality to ReachLocal's search campaign tracking platform (which tracks the quantity and quality of phone leads generated by ads across the major engines and Superpages.com), by incorporating call tracking data from a business owner's print, direct mail and broadcast promotions. The automated tool consolidates various reports into a single Web-based interface, in addition to offering call recording. According to Michael Kline, COO and chief product officer at Woodland Hills, Calif.-based ReachLocal, TotalTrack's development grew out of a desire to offer clients greater transparency in terms of their total media spend, as well as decouple the in-depth tracking from the company's media-buying services and offer it as on a stand-alone basis. "The key is the ability to see in one place how direct marketing spend compares to Yellow Pages and to search," Kline said. "We bundle them together and give our clients a holistic picture to see how their media spend affects their local leads generated as a whole."