I just stumbled upon this today, and not sure what to do about it. A Company close to me had bought into an advertisement package with DEX Online of which they offered phone call tracking. This tracking involves the use of a special phone number which is monitored by Telmetrics (3rd party) to track phone calls made to the Company.
My question has nothing to do with the ROI, in fact, from what I gather the amount of leads generated from this special phone number is not worth the money dumped into it.
The real question is how does this affect Local Search when the real phone number and the tracking number does not jive with each other?
One oddity I picked up on was the lack of reviews on Google Places, and that lack had to do with the reviews on sites where the tracking number had propagated to (CityPages, YellowPages, etc.). Those reviews do not appear Google Places.
Am I being paranoid? Or is this okay? What if you cancel the advertisement, and people who used the old phone number wrote it down? And what happens to the other sites that have the wrong number if you cancel?