Call Tracking is measurement that attributes phone calls to marketing channels, campaigns, keywords, or landing pages.
It matters because more traffic is not always the answer. CRO and lead generation terms help teams improve the path from visitor to qualified opportunity, often producing more revenue from the same audience.
Example
A business can use different forwarding numbers for selected traffic sources, then associate received calls with those sources. Reporting should still separate new inquiries from unrelated calls and account for the limits of the attribution setup.