This document discusses how phone call tracking data can provide insights to improve a car dealership's online marketing strategy. It explains that call tracking allows the dealership to see which online activities drove phone calls, whereas previously they only knew the number of calls but not the source. Examples are given showing how call data revealed that paid search for "Mazda dealer" terms generated more revenue than "Mazda garage" terms, influencing keyword strategy. The document advocates optimizing for revenue and profit rather than just conversions.