Smartphones. Marketing. Phone calls. Three separate elements, yet when combined together highlight a trend in the number of customer engagements marketers will have to optimize: BIA/Kelsey predicts that mobile marketing will drive 162 billion calls to US businesses by 2019.

That makes call tracking critical for the modern marketer. And these 10 benefits prove it.

10. No Change In What You’re Already Doing

Most marketers today already optimize their marketing. Whether it’s as simple as seeing how many sales come from a specific campaign, or as complex as bidding on different keywords and phrases in your paid search strategy – marketers get it. Optimization is an important factor in improving ROI.

So with call tracking there’s no change in what you’re already doing – you’re just doing more of it. Calls give you one more point of engagement you can use to optimize your marketing.

9. Track Calls Like You Do Clicks

So you already track click-through rate, content downloads, app downloads, and more. Great! Call tracking allows you to do the same thing to understand which marketing sources are generating calls for your business. Even better! (You can even integrate call data into tools like Google Universal Analytics so you can see calls right next to your clicks.)

8. Track Calls Back to Keyword Searches

In 2015, Google reported that more searches now occur on mobile devices than on desktop. Combined with an increase in calls from mobile marketing, it’s more important than ever for marketers to be able to understand which keywords are driving people to call (whether it’s made from a Google call extension, call-only ad, or search landing page). Call tracking helps you do this.

7. Receive Rich Caller Metadata

Session-level call tracking offers a treasure-trove of information for data-driven marketers (and what marketer is going to say “no” to more data?). You can see a caller’s phone number, geographic location, the content they viewed on your website, and more.

6. Measure Effectiveness of Web Content

By tracking a caller’s activity on your website you can better understand the path they took before calling you. What content did they view? How much time did they spend viewing it? What ultimately drove them to place a call? Get insight into how your web content converts visitors into phone leads.

5. Conduct More Robust A/B Tests

Here’s another area where call tracking helps you do more of what you’re already doing. Call tracking is essential to conducting more robust A/B tests. By including calls, you’re adding another variable (another customer engagement point) into the testing of your emails, ad copy, landing pages, etc. By not accounting for calls, you may not be choosing the best version.

4. Integrate With Existing Tools

Chances are you’re already using other platforms and tools to optimize your marketing – call tracking data integrates into them seamlessly. You can track phone leads through the sales cycle with CRM integration, use call data to optimize keyword bidding in bid management tools, see calls next to clicks and other engagement points in your web analytics platforms, and more.

3. Get Credit for Every Conversion

For industries with considered purchases, where calls are an important part of the customer journey, it’s critical to account for every conversion – especially calls. That way you can prove the true ROI of your marketing initiatives to your CEO.

And if you’re an agency, you already know how important it is to get credit for every conversion you generate for clients. With more inbound calls being driven from mobile marketing, it’s time to make call tracking a staple in your attribution mix.

2. Measure the Full Customer Lifecycle

Today’s consumer is engagement-agnostic – they will engage with a business on desktop, mobile devices, in person, and over the phone at any point in the customer lifecycle. Marketers need to be able to measure and attribute every one of these points of engagement, including the conversations they have with consumers over the phone. Call tracking plays a crucial role in helping marketers understand the complete path their customers take to purchase.

1. Accurately Optimize Marketing Campaigns

DialogTech Insights research found that marketers who fail to include calls could be missing half of their conversions. If you can’t measure call conversions, how can you confidently invest in your marketing campaigns? Only when you can account for every conversion in the customer lifecycle can you accurately optimize your marketing for what works – and eliminate what doesn’t.