LocalFareBy LocalFare

Instead of calling the number listed in a magazine ad, people often:
 • Google the business name or service category
 • Visit the company’s website directly
 • Search social media profiles
 • Fill out a form or chat online
 • Use a general number found online (not the ad)

In fact, studies and marketing data suggest that 50–80% of responses to print ads happen through channels other than the phone number printed in the ad. That means your ad may be working — just not in ways you’re directly tracking through calls.

And Here’s the Amazing Part

The magazines you get in the mail spark the idea – they’re the trigger. They plant the seed of interest so that you then act online, whether by Googling, browsing, or even making a purchase later.
 So the combo of print and digital is absolutely essential – it’s not just helpful, it’s super powerful. One inspires, the other converts. When working together, the result is perfectly orchestrated consumer action.

Supporting Stats & Insights

  • Google Consumer Insights reports that 82% of smartphone users consult their phones when deciding to buy something they saw offline — like in a print ad.
  • Nielsen studies on cross-media behavior found that a significant percentage of consumers don’t take direct action (like calling) but still convert later through other digital channels.
  • Print industry data often estimates that less than 30% of conversions from print ads are directly traceable to the phone number in the ad.

Why This Matters

If you’re evaluating ROI on a print campaign:
 • Relying only on phone call tracking will massively underreport the true impact.
 • You’ll miss leads who convert later via website, SEO, or form submissions.
 • It’s crucial to combine print with digital tracking, including:
 • Branded search trends
 • Website traffic from geo-targeted areas
 • Lead attribution software
 • Custom URLs or QR codes in ads

To better understand how today’s buyers behave, take a look at Your Consumer’s Journey and The Marketing Triangle, two powerful frameworks we use at Local Fare to align messaging, medium, and moment.

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