To maintain a successful inbound marketing campaign , marketers have to effectively track and record all lead conversions and associate them with specific marketing activities such as PPC advertising and lead nurturing campaigns.

Platforms like HubSpot and Google Analytics make it is easy to track online conversion data (i.e. contact form completions), but what about when a lead picks up a phone and calls? To capture these offline conversions, and complete the lead conversion picture, marketers need call tracking.