Clicks, impressions, and website visits dominate marketing dashboards, but these metrics only tell part of the story. While they indicate campaign reach and initial engagement, they don’t reveal whether your marketing actually drives revenue.

For businesses where phone enquiries play a crucial role in the sales process, relying solely on digital metrics creates a distorted view of marketing performance. Mediahawk call tracking software bridges this gap by connecting phone conversions back to the campaigns that generated them, providing a complete picture of marketing impact.

The problem with vanity metrics

Clicks and impressions are easy to measure, which makes them popular key performance indicators (KPIs). However, these metrics measure activity rather than outcomes. A campaign might generate thousands of impressions and hundreds of clicks while producing few qualified leads or sales.

This focus on top-of-funnel metrics can be misleading. You might celebrate a PPC campaign’s high click-through rate without realising that those clicks rarely convert. Conversely, you could undervalue a channel that drives modest website traffic but generates numerous high-intent phone enquiries that lead to purchases.

When phone calls represent a significant conversion channel, digital-only analytics miss critical data. These unmeasured conversations could account for substantial revenue, leaving you blind to which campaigns truly drive business results.

Measuring what matters: Revenue and conversions

Call tracking shifts focus from vanity metrics to outcomes that impact your bottom line. By attributing phone enquiries to specific marketing activities, you can accurately measure the effectiveness of each campaign based on the number of qualified leads and revenue generated.

The software captures detailed attribution data, revealing which channels, campaigns, keywords, and landing pages prompt prospects to pick up the phone. This granular insight allows you to evaluate performance based on conversion quality rather than just engagement volume.

You’ll discover which PPC keywords consistently drive calls that convert to sales, allowing you to optimise bids and budgets accordingly. You can identify email campaigns that generate genuine enquiries versus those that simply drive clicks. You’ll understand which social media activities attract high-intent prospects ready to make purchasing decisions.

Connecting marketing spend to revenue

Sales Matching takes measurement further by linking phone enquiries directly to revenue. This capability not only shows which campaigns drive calls, but also which activities generate actual purchases and the value of those transactions.

With this intelligence, you can calculate accurate return on investment for each marketing channel. You move beyond measuring cost per click to understanding cost per qualified lead and cost per acquisition. This reveals the genuine profitability of your marketing activities.

Perhaps a channel with a higher cost per click actually delivers customers with significantly greater lifetime value. Or a campaign that appears expensive on a cost-per-lead basis might generate prospects that convert at much higher rates. These insights enable smarter budget allocation based on actual business impact rather than superficial engagement metrics.

Making data-driven decisions

When you measure real marketing impact through call tracking, decision-making becomes evidence-based. You can confidently invest more in campaigns proven to drive qualified enquiries and revenue, whilst reducing spend on activities that generate impressive click volumes but few conversions.

This approach also enables more sophisticated attribution modelling. Rather than crediting only the last touchpoint before a conversion, you can understand how different channels work together throughout the customer journey. A prospect might discover you through organic search, engage with social media content, and convert after clicking a PPC ad. Call tracking captures this complete path, allowing you to value each contribution appropriately.

You’ll identify underperforming campaigns that need optimisation or elimination, spot opportunities to replicate successful tactics across other channels, and demonstrate how marketing directly contributes to business growth.

Optimisation and growth

Call tracking doesn’t just measure impact—it enables continuous improvement. By understanding which marketing activities drive qualified phone enquiries, you can refine targeting, adjust messaging, and optimise budgets for better results.