Is your marketing effective?
With most forms of marketing it is difficult to track the connection between an ad, offer or website, and the phone call or other contact that indicates success.
There have been many solutions but none of them are perfect.
Nowhere is this more of a problem than in tracking where a phone call comes from. Was it a response to a direct mail piece, advertisement or an online search?
You can ask the caller, but you don’t always get a clear answer, and staff are often nervous about pressing a new prospect.
One solution available for websites is call tracking – where a unique phone number on the website shows that calls to that number came from the website. Services offered often include recording of the calls so that you can evaluate how good a job staff are doing of handling calls.
However, there are serious issues with this approach. Not the least of them is that they create issues with Google. You now have multiple phones instead of a single number for your branding. And if you ever stop the service, the phone number stops working.
Here’s a good article on the subject, and at least the possibility of a better solution in the future (and what happened to the “click to call” fad of a couple years ago):

Call Tracking Without Call Numbers