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Why You Need To Track On-The-Phone Conversions

by John Busby. Search Engine Land, October 25, 2010. "If you're in a service-based business, chances are that your SEM campaign generates phone calls. Hopefully, you're taking advantage of call tracking to tell you how many phone calls your campaigns generate, and using that data to help you evaluate the success of your campaigns. That's a great start, but you're still missing a key metric. To get a complete and accurate picture of return on ad spend, you need to know how many of those calls resulted in a conversion..."

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