Using call tracking in e-commerce campaigns – worth it?

I’ve mostly seen call tracking used in service-based niches, but recently tried it for an e-commerce campaign.

Used a tool like CallAtlas to:

• track incoming calls from ads
• record conversations
• understand buyer intent

What stood out was:

Calls were not just support—they were pre-purchase conversations.

People were calling to:

• confirm product details
• negotiate bulk orders
• check delivery timelines

And many of those calls converted into actual sales.

It also helped connect call data back to campaigns, which we were completely missing before.

For those running e-commerce campaigns—

are you tracking calls as part of your funnel, or still focusing only on online conversions?