Are agencies losing high-intent leads because we don’t track calls properly?

I’ve been thinking about this a lot lately.

Most agencies are great at tracking:

• clicks
• forms
• conversions
• pixels
• funnels
• dashboards

But what about phone calls?

In many campaigns, users don’t fill forms — they call directly.

Those calls are usually:

• high-intent
• sales-ready
• closer to purchase
• faster to convert

But in most setups:

• calls aren’t attributed
• campaigns don’t get credit
• ROI reporting is incomplete
• lead quality data is missing

So technically, agencies might be generating great leads — but not even seeing them in reports.

Curious to hear real experiences:

• Are you tracking phone call leads properly?
• Do calls convert better than forms for you?
• How do you attribute calls to campaigns?
• Do you include calls in client ROI reports?

Would love to hear how others are handling this 👇