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Google Introduces Website Call Conversions Tracking

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Google AdWords click-to-call ads, call metrics, and calls as conversions were already in place and helped businesses connect with their customers and gain insight about the calls. However, many customers also call businesses after clicking a Google ad and learning more about the products and services offered on the website.

It is found that 70% of all mobile searchers call a listing directly from the search ads! That is a huge number. Google couldn’t ignore this huge percentage of data going untracked. This would potentially help businesses that are getting more percentage of conversions through the website search click-to-call ads.

Google Adwords Website Call Conversions

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So last year in August, Google introduced the Website Call Conversions tracking feature to their already helpful but exhaustive list of tools, to help you grow and track your business better. It is a great tool to identify and measure calls from your website that occurs after an ad click.

What is it?

For example, your Google search ads send traffic to your website. Your potential customers learn more about your business and after which they want to contact you for more specific inquiry or information. “Website call conversions” dynamically inserts a Google forwarding number on your website that can measure the calls made by these customers. Whether they click on the number or dial it directly from their phone, you can attribute the call conversion and conversion value back to the keyword and ad that drove the customer.

Google Adwords Website Call Conversions

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Maximize call value and volume

With this feature, you can understand which keywords and ads are driving the most phone calls from your website and which are resulting in more valuable calls. You can also assign different values to calls originating from different pages of your website. For example, a local car dealership might assign more value to calls from their test drive page and less value to calls from their homepage.

You can optimize your keyword bids to drive more calls or more valuable calls by using Target CPA (Cost per Acquisition) or Target ROAS (Return on Ad spend), respectively. These flexible bid strategies factor in options like device, location, and time of day to make auction-time bid adjustments that maximize website call conversions and conversion value respectively, while reaching your business goals.

How do the Google Forwarding Numbers Work?

When you set up your ad with a Google forwarding number with your call extension or call-only ad, Google assigns a unique Google phone number to your ad. This phone number, which is either toll-free, equivalent to a local number, or a local number if available, will show with your ad on tablets, laptops, and desktop computers. A clickable “Call” button will show with your ad on high-end mobile devices with capability to make direct calls.

Website Call Conversions in Google Adwords

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With forwarding numbers, you’ll be able to see the details of your calls, and count them as conversions. To start measuring these website calls, place the code on your desktop or mobile website and a unique Google forwarding number will be generated for each AdWords ad click. These numbers will continue to display for up to 90 days to capture future call conversions. You can even customize the look and feel of these numbers to match your website.

Benefit of Website Call Conversions tracking feature?

Suppose you notice that you have received more phone calls since adding the call extension in your ad, and now you think you need to better understand this phone traffic. You can add a Google forwarding number to your ads call extension, and can see where your customers may be calling from (with the area code), when they’re calling, and how long the calls last. You can even monitor how calls lasting for more than two minutes tend to lead to sales, so now you can choose to count those calls as conversions. Maybe you notice that most of your conversions are coming from a particular area code, then you can target ads to that corresponding area to get more conversions.

How to track phone impressions, calls, and phone-through rate

  • Phone impressions are the number of times your ad was shown with a Google forwarding phone number.
  • Phone calls are counted when calls to your custom Google forwarding phone number are received, either through a call button or through manual dialling.
  • The phone-through rate (PTR) is the number of phone calls received divided by the number of times your phone number is shown (Phone impressions).

How to see breakdown of calls by device

Categorized under “click types” in AdWords –

  • The “Mobile clicks-to-call” row shows the number of clicks from call buttons on mobile phones.
  • The “Manually dialled phone calls” row shows the number of times your custom Google forwarding number was manually dialled from desktop or tablet ads.
  • The “Mobile phone calls” row shows the number of mobile clicks-to-call (clicks from call buttons on mobile phones) that were received.

How to track performance of Website Call Conversions

Tracking website call conversions works the same as tracking other conversions. Looking at “Converted clicks” makes sense to watch if a single phone call is important to your business (if you’re signing on clients or getting a lead), and “Conversions” is useful if phone calls are important every time they happen (when you make a sale).

Regardless of which method of marketing you’ve chosen, it pays to know which methods are working in your favor. Methods that aren’t effective, are essentially a waste of your time and money, and with this new feature Google is helping you streamline where you can put in your time and efforts wisely.

Image credits – Google images

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  • There are 4 comments

    • 4 years ago

      Reenu Shahni   /   Reply

      Very nice informative article…its indeed an amazing feature.

      • 4 years ago

        Hrucha Mehta   /   Reply

        Thank you, Reenu.
        Yes, it is an absolutely valuable feature for business owners who get a lot of lead conversions through calls.

    • 4 years ago

      Nicolas Colombres   /   Reply

      This new Adwords feature is really amazing. However in Adwords help section to install this feature is still very difficult to implement for a person outside of programming. Let’s see if they put thing more simpler!

      Thanks for the article Hrucha..

    • 2 years ago

      Eric @ CallHippo   /   Reply

      This is a really valuable feature for small scale business and large scale business.
      Please keep updating like this Hrucha.

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