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I first saw this at DialogTech (formerly ifByPhone).
They made it possible to track calls as part of the sales funnel, --even down to the keyword....
So, if you're running a PPC (pay-per-click) campaign for "Your Keyword" and you receive a call on this number or extension, you'll know where they came from.
This can be enormously beneficial in tracking customer acquisition costs. For example: One campaign might achieve more email opt-ins, while the other campaign attracts more CALLS. And while the campaign with CALLS may cost more, ... it might also result in 3x's the sales.
In Google Analytics, a "Goal" represents a completed activity to measures conversions. So you can setup a goal for "visits", a goal for "calls", and a goal for "thanks-for-your-order.html".
This can help you narrow your marketing efforts and get laser focused using different numbers/extensions for different ad campaigns. You'll also be able to uncover weak links in your sales funnel and focus your attention on more deserving campaigns.
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