When your business is receiving more calls, you may assume that your marketing is effective, but you don’t know whether callers may have received a mailer from you or whether they are responding to a different type of advertising. With call tracking, you can determine the path customers took from initial search to actually speaking with someone from your business. If you are using Google AdWords to find new customers, it is important to examine the successfulness of your ad in terms of conversions. You know that you can target customers based on their searches, which initiate AdWords auctions involving advertisers with keyword matches. The next step is to gain a better understanding of the relationship between keywords, phone calls, and conversions.