UK-based ClickThrough Marketing has launched a Google Analytics add-on that enables users to track phone call conversations from any source — including pay-per-click ads, organic search, forums, banners, affiliates or any online advertising channel.

The service is free to existing clients. Users can track phone calls conducted on their websites; each call appears in Google Analytics as a conversion, alongside other conversions such as sales, completed inquiry forms and email subscribes.

"We've been tracking phone call conversions for years [but] this new service allows us to seamlessly track phone call data in real time alongside other key conversion points," said founder Phil Robinson, who cited the module's usefulness as a means to improve the effectiveness of PPC and other marketing activities.

Features include the geographical location of callers, free call queueing, missed call alerts (via email or SMS), free voicemail and customized messaging.