Following on from the problems highlighted here: The dirty secret of online marketing – let’s take a look at some of the challenges around properly measuring lead sources when the customer calls you.
Unless your website doesn’t have a phone number on it, some of the visitors to the site will call. To make this very clear, if you are not able to measure inbound calls and attribute them into your reporting on campaign effectiveness you will have flawed data. Bad data almost always leads to bad decision-making.