Calltracks integrates with Google Universal Analytics, as well as a range of other analytics platforms, so you can add tracked call data to your data mix in the CRO process. By tracking the browsing activity of those who go on to call, Calltracks can help you find the keywords that drive calls and ultimately conversions. At the same time, this data can be useful in weeding out unproductive calls, or in ensuring that your calls are reaching the right people (sales vs. customer service, for example) through better understanding why and when people call.