Before tackling the improvement process, it is important to understand the initial position of your CR. Therefore, you will know where you started from and be able to evaluate your progress. You can use various tools to monitor the conversions from every current pay-per-call campaign. With this data at hand, you will understand which of the campaigns performs better. You will see your average CR based on all the campaigns, and you will be able to compare the current CR level with that of the previous period. You also need to take into account purchases made through email and instant messaging in addition to PPC interactions and landing page conversions. Without this data, the CR indicator will be inaccurate.