Do phone calls indicate higher buying intent in e-commerce?

I’ve been noticing a pattern lately—customers who actually call before buying seem much more serious.

Like, they already:

• know what they want
• just need quick confirmation
• or have 1–2 final questions

Compared to regular website visitors, these people convert way faster.

The problem is, most e-commerce setups don’t really track these calls properly.

So you end up optimizing for clicks and forms… but ignoring real conversations.

Anyone here actively tracking calls and tying them back to campaigns?

Is it making a noticeable difference?