Top 3 reasons marketers are prioritising call tracking in 2025
Written by Natalia Selby
As marketing becomes increasingly data-driven, understanding how each channel contributes to results is more important than ever.
That’s why in our 2025 State of call tracking report, we asked marketers: What are your top three reasons for using call tracking software?
The results reveal not just what matters most to marketers right now, but also how priorities are shifting in line with changing consumer behaviour and increased pressure to prove the value of marketing.
1. Understanding channel and campaign effectiveness
Top of the list – by a clear margin – was understanding the effectiveness of marketing channels and campaigns. With 76% of marketers selecting this as one of their top reasons, it’s evident that call tracking plays a pivotal role in attribution and return on investment (ROI) measurement.
A typical conversion might begin with a Google ad, continue through a social interaction, and end in a phone call. With customer journeys more fragmented than ever, call tracking fills a vital data gap. It links inbound calls to specific campaigns, channels, or even keywords, giving marketers the insights they need to double down on what’s working – and cut what isn’t.
Call tracking is a key component of achieving 100% attribution, allowing marketers to trace the customer journey from marketing activity to conversion.
State of call tracking 2025
2. Monitoring performance
The second most popular reason was marketing performance monitoring. 60% of marketers highlighted this as a key motivator – up 9% from last year. This jump suggests a growing appetite among marketing teams to go beyond top-level reporting and dive deeper into day-to-day activity.
Call tracking platforms like Mediahawk offer detailed marketing analytics and insights that are often unavailable in other analytics solutions. Marketers are using call tracking to keep a much closer eye on what’s happening so they can respond quickly when things change. For example, they can:
- See which PPC ads drive the highest-quality calls
- Understand individual user journeys
- Evaluate call handling and response times, and so much more
As Faye Thomassen, Head of Marketing at Mediahawk, puts it:
“It’s great to see that more marketers are embracing the strategic value of call tracking for making data-driven decisions.”
3. Improving conversion rates
38% of respondents said that improving conversion rates was a top reason they use call tracking. It makes sense: if you know which sources are driving calls – and which of those calls convert – you can make better decisions across your campaigns, landing pages, and even your whole strategy.
Call tracking also helps surface insights about what’s happening on the calls themselves. For example, with features like AI-powered Speech Analytics, marketers can spot common questions, objections, or missed opportunities, then feed that intelligence back into their strategy to optimise campaigns and improve outcomes.
Summary
With 67% of marketers expecting call volumes to increase in 2025, the phone channel is far from dead – it’s thriving. And as our report shows, marketers are becoming more sophisticated in how they track, measure, and optimise it.
Call tracking is no longer just about attribution; it’s becoming an essential tool for performance monitoring, strategic planning, and ultimately, driving better marketing results.
Want to see how your team can unlock these benefits? Book a demo with Mediahawk and discover what smarter call tracking can do for your marketing.
