TL;DR
Most people who respond to a print ad don't call the number in it. They Google the business, visit the website, check social media or fill out a form, and 50 to 80% of print responses come through those other channels. Google Consumer Insights reports 82% of smartphone users check their phones before buying something seen offline, and less than 30% of print conversions trace back to the ad's phone number. Judging a print campaign by calls alone undercounts it, so add branded search trends, geo-targeted web traffic, lead attribution software and custom URLs or QR codes.
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 is 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.