What is AMP?
The Google led AMP project is an open-source initiative, enabling the creation of websites and ads that load near instantly, giving users a smooth, more engaging experience on mobile and desktop. And, businesses and advertisers can decide how to present their content and what technology vendors to use, all while maintaining and improving key performance indicators.
Essentially, AMP is a lightweight version of HTML designed to drastically speed up page load and ultimately make webpages more user-friendly on mobile devices. The lightweight nature of AMP’s structure results in the stripping out of some advanced functionality typically present in standard webpages. While “stripping out advanced functionality” can sound less than ideal at first read, there are two important points to follow: 1) Removing support for inefficient parts of web pages is directly connected to speeding up page load times. 2) Many of the stripped out advanced features can be re-implemented within AMP in an AMP-approved way in order to maintain the focus on fast page load.
One of those advanced features that can be now be added to AMP? Call tracking.
AMPing up your call attribution
More than 1.5 billion AMP pages have been published to date and 100+ leading technology providers support the AMP format—including CallTrackingMetrics. Implementing AMP no longer means losing call tracking and attribution capabilities on those pages. With a few easy steps, CallTrackingMetrics can now dynamically swap your phone numbers on your AMP pages.