Patent ID: 8510157

Claim:
A computer-implemented method performed by one or more processors, the method comprising: determining a rank score for an online content item, wherein the online content item includes a phone number, and wherein determining the rank score comprises: for each call of a plurality of phone calls to the phone number, attributing the call to an online content interaction of a plurality of different online content interactions, wherein each online content interaction refers to a delivery of the online content item to a particular client device at a particular time, determining a probability of a call using the online content interactions attributed to the phone calls, wherein the probability estimates the probability that a future online content interaction will result in a call to the phone number, and using the probability of a call in determining the rank score for the online content item; determining, using the rank score, whether to provide the online content item to a client device; and providing the online content item to the client device upon determining to do so using the rank score.