Data and infrastructure
Tracking is the recording of the actions a person takes, so that every result can be traced back to what produced it.
It runs on a snippet of code the page loads on purpose to tell an outside platform that an action just happened, usually living inside a tag manager. It breaks at the contact that leaves the least trace: the phone call to the store carries the highest buying intent and the lowest traceability, so the channel producing it shows up silent on every dashboard.
An example
A retail chain buys local search ads and measures clicks, while the enquiries arrive on the shop phone and end up on a sheet of paper by the till. Whoever owns the budget sees the cost and stays blind to the order, and the fix starts with one question: who writes down the source the moment that call turns into a deal.
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