Dive Brief: 

• In an effort to help prove ads' worth, Twitter has introduced the "click-to-call" button to test out its direct response ability. 
• The button appears on sponsored tweets and allows users to call the advertiser directly, giving the advertiser more data on response rates. 
• The update could be particularly helpful for local advertisers — like restaurants, for example, that can measure how many reservations were made as a result of Twitter advertising.

Dive Insight: 

Although there are several metrics in place to determine the reach and scope of digital and social media advertising, it can still sometimes feel like throwing messages out into space — especially since social engagement is still something of a wilderness. The click-to-call button gives marketers another net to catch and measure social media engagement.