We do it all the time but it's a pretty big time investment (particularly as we'd prefer not to use google numbers). To do it correctly you really need to track everything that comes through your phones, email, contact form, chat, etc, add all the info to a spreadsheet (the most important being date and time - to the minute) and then at the end of each week tie these into your Google Analytics tracking (we have a Google Data Studio setup that emails us all our Goals at the end of each week) so you know what lead (or non lead) has come from where etc.
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