Are e-commerce brands missing conversions by not tracking calls?

Most e-commerce campaigns focus on clicks, CTR, and form conversions.

But in many cases, customers actually call before making a purchase—especially for high-value products.

The issue is, a lot of brands don’t properly track these calls or connect them back to campaigns.

Tools like call tracking platforms (e.g., CallAtlas) seem to help by showing which ads drive real call conversions.

Curious to know—

are you tracking calls in your e-commerce campaigns?

If yes, how much impact does it have on conversions?