Leads.com Adds eStara Service to Track Calls and Determine Online Ad ROI
 New VoIP-based Service Gives Leads.com Customers the Ability to Track

and Analyze Phone Calls from Online Yellow Page Listings

RESTON, VA. – November 3, 2004 –  eStara and Leads.com announced today that Leads.com has selected eStara to provide call tracking and monitoring services to its online advertisers.  eStara’s technology brings the benefits of VoIP (Voice over the Internet) to call tracking and gives Leads.com customers the ability to track, monitor and analyze calls that are generated from online yellow page advertisements. 

The new call tracking and monitoring service is being bundled into Leads.com online advertising offerings. 

“Demonstrating value to the local business is critical.  Our customers tend to be service rather than transaction oriented,” said Todd Walrath CEO of Leads.com. “A local business typically converts 40%-50% of these phone leads into a sale.  eStara tracks each call and allows us to prove the ROI to each customer.”

For example, Petro Fernandez runs Pilsen Auto Glass in Chicago, Ill. He can now track all of the call activity from his listing on Leads.com.  “These calls translate directly into sales for my business.  My ad appears on local search results and I get one report showing me that this type of advertising works.”

The new call tracking functionality is built on eStara’s VoIP technology and leverages the cost-savings, flexibility and scalability of an IP-based service. The VoIP-based call tracking services offers several key new benefits for Leads.com and its advertisers including:

Real-Time Account Set-Up: The VoIP call tracking service offers immediate account set-up, enabling Leads.com customers to provision their new call tracking numbers immediately upon signing up for Leads.com online advertising.

Real-Time Reporting:  Call Tracking reporting is available to Leads.com advertisers in real-time.  Advertisers can access a host of advanced reporting and analytics in Leads.com’s Performance Scorecard. In addition all call tracking reports can be downloaded via XML, Excel or a Web-based customer portal.

Reliability and Scalability: eStara's VoIP based call tracking service is a fully hosted offering that provides greater survivability, and scalability than single location TDM solutions. eStara uses multiple datacenters and can scale much more quickly because it is a software based service.

Market Coverage: eStara’s extensive VoIP network provides presence in all major North American markets.

Cost Savings: eStara’s call tracking technology brings the pricing advantage of VoIP to Leads.com and by extension their advertisers.

“eStara is extremely pleased to have been selected by Leads.com as the technology vendor for its online call tracking service, said Brad Timchuk eStara’s senior vice president. “We believe this marks the first time that the significant technological and pricing benefits of VoIP services have been brought to bear in the call tracking space.”