Figure B reflects the more accurate data for the keyword phrase “pet supplies” that incorporates call-in sales resulting from their PPC ads.

Figure B

Including the metrics for these call-in sales shows that the keyword “pet supplies” did indeed meet both of their CPA and ROAS targets and they should not reduce their bidding or visibility in the paid search listings.

How To Easily Track Call-in Sales

Fortunately there is an easier and more accurate method for tracking call-in sales than the error-prone manual system of receptionist, pencil and paper. After all, how many of your customers are even going to find your products and services?

Click here to see how easy it is to track call-in orders >