A dealer just shared with me that autotrader.com sets up a special toll-free phone number that THEY control. When a prospect dials the toll-free phone number, the call is transferred to either the dealer's cell phone or hard line.

Autotrader.com then both records your conversation with the dealer and makes a physical count of the number of calls to the dealer. Their reason? To quash complaints from the dealer over lack of responses to their autotrader.com listings.