Whether you are a O/O or a multi-truck outfit you know how important each and every phone call is. Taking calls, converting calls, and tracking where the calls came from can be very time consuming and sometimes in our hectic days we forget to track and evaluate the very thing that drives our business.
If you choose to use several different advertising sources and don't track the ROI on each one this one mistake can cost you your business or at the very least cost you a good chunk of net.
Tracking how many calls you get, where they came from, what type of customer called, how many converted to a job, etc. etc. is a lot of work. In a larger company it would make sense to have someone in an administrative position tracking this (though a lot of companies still don't), but in a O/O case it does not make financial sense to pay someone to track this...even though it is such vital information.