The total number of calls to businesses has been growing and is only continuing to do so. The hotel industry still receives more than a quarter of their reservations from over the phone. And when compared to web leads, calls convert 10 to 15 times more often. They’re much more important than you probably think. But the problem is that many marketers and businesses don’t track the source these calls come from, so they aren’t able to attribute the conversions generated to a specific campaign. In fact, by not tracking calls, you could be missing as much as 80% of your