Google AdWords is one of the most measurable advertising channels. Advertisers are able to easily calculate their exact return on investment by tracking conversions to their campaigns. Metrics that can be measured include e-commerce sales, new leads, and email signups.
But one metric that often goes unreported for paid advertisements is phone calls.
Lots of prospects click on ads but may choose to call the company instead. Potential customers might have additional questions or they are simply not able to make a purchase directly from the site (e.g. service providers). Any caller could very well be a new customer so businesses are glad to take them.
But conversions that take place offline are often not attributed to the ad group that delivered the customer in the first place. The campaign might be highly profitable but without call tracking in place, conversions appear lower than they actually are.
This is where call tracking comes in.