All the phone calls that are established with Call Tracking can be included into your Google Analytics account. In this way you can compare all channels with each other. All phone calls are pushed to your Google Analytics account based on an ‘event’ (event tracking). You can choose which ‘events’ you want to capture in a Google Analytics ‘goal’.
The telephone calls can also be passed to your AdWords account by importing your Call Tracking goals into your account. After the integration with Google Analytics, you have insight in both your web and phone conversions. In this way you will get an insight of the actual value per marketing channel.