Pay Per Click (PPC) advertising has changed the way businesses drive traffic to their website. In addition to generating web traffic to a site, PPC also offers a number of tools to measure online analytics. PPC becomes most optimized when a lead conversion can be associated with a specific campaign, ad, keyword, and landing page. While Adwords and other PPC channels offer some very valuable tools to measure campaign efficacy, often what is most forgotten, is the most integral portion of the lead conversion process—the phone call.