With AdCalls you cannot only find out how many telephonic conversions you achieved by your AdWords account, it also provides insight into which keywords have led to a call. To each new visitor a different phone number is issued. So the keywords and pages of entry can be traced. In that way you can optimize your AdWords campaign at keyword level based on Return on Investment (ROI).
Keyword tracking for Google AdWords operates on an ‘event’ that is sent to Google Analytics when a call occurs. If you want to use this feature, your Google Analytics and AdWords accounts need to be linked. Based on the auto-coding of Google AdWords the right keywords are incorporated into your Analytics and AdWords account.