Systems, methods, apparatus, and computer-readable media are provided to track call information pertinent to calls responsive to advertisements. A message may be received via a data network from a communication device running an application. The application may be associated with a communication reference. Responsive to selection of a user-selectable option that may correspond to an advertisement presented via the communication device, the message may be sent, via the data network, to a call information handling system. The message may indicate call information. Unique identification of the communication device and/or a user may be determined. The call information may be stored in a tracking information repository in association with the unique identification.