The growth of call tracking technologies, including Google's entry into the arena, is revolutionizing search engine marketing. Inbound phone calls are experiencing a resurgence due to the rise of smartphones and click-to-call options, leading smart marketers to connect them back to their marketing efforts. Many marketers have been overlooking the financial impact of phone calls while focusing on clicks and engagement metrics, but call tracking now allows them to understand the true value of phone leads and optimize their strategies accordingly.