If you are investing in your company’s marketing, you deserve to know how those dollars are impacting sales. Marketing and ROI should go hand-in-hand, but many companies miss a large chunk of those returns when they do not track their phone calls. Tracking online conversions such as form submissions or e-commerce is important, but it is only one piece of the puzzle. On average, we have seen that industrial companies receive three phone calls for every one form submission their site generates. If you’re not tracking phone calls, you are not capturing a significant portion of your leads.