Business people very often don’t track how sales enquiries were generated or which piece marketing prompted the enquiry.
It’s always been easy to track online enquiries from Google paid adverts and for a long time Google have offered dynamic tracking numbers on your paid ads, so you an track inbound calls from the ads displayed on google as well as website enquiries.
Via the “Tag Manager” this process has recently been extended to your website so that when people visit your website from a Google ad, a unique tracking phone number can be displayed so that you can seperate inbound calls from new clients against (say) existing clients. This makes accounting for your ad budget all the more accurate. Simple when you know how.