Synopsis – Today’s marketers face intense pressure to increase the volume and quality of leads, optimize ad spend, and — most of all — demonstrate ROI in PPC and SEO programs. But demonstrating ROI isn’t as easy as it sounds. Despite their best efforts, online marketers constantly struggle to understand keyword conversions and showcase the true scope of ROI in online marketing campaigns.
What’s the problem? In many cases, it boils down to a lack of call tracking. When faced with a choice between completing a web form and calling the company directly, many consumers opt to make a phone call, an action that is invisible in many ROI assessment programs.
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