US consumers will make more than 100 billion mobile calls to businesses this year, and are relying more and more on their smartphones to make buying decisions. Nearly two out of three consumers say it’s very—or extremely—important to be able to call a business during their purchase journey.

Call tracking and analytics have become a marketing technology “must have” as a result. But do you really know what the technology does or how it works? If not, you are not alone.

This white paper offers a primer on how to use and benefit from call tracking and analytics. You will learn how to:

  • Use click-to-call to increase your AdWords effectiveness.
  • Utilize call tracking and still maintain SEO efficiency.
  • Understand the relationship between your online and offline channels.