• Mongoose Metrics

    Nice overview of call tracking! It really is the missing piece of the ROI puzzle isn’t it?

    I just wanted to note that you can now also view sales/revenue data from calls right in AdWords with the new Google AdWords Conversion Import feature. Mongoose Metrics is actually the first call tracking company to offer this Google approved integration. (This announcement from the Inside AdWords blog has more: http://adwords.blogspot.com/2013/09/measure-optimize-for-offline-sales-with.html).

    Again, great article. And thanks for the mention of Mongoose!

  • Steve Cameron

    Good article.

    I have found Call Tracking to be a massive help for customers whose ad response is call based. Being able to run the tracking through Analytics and back into AdWords as a conversion is an account manager’s dream.

    Being based in Spain we have had difficulty setting this up for local clients – but Call Tracking Metrics now offer numbers for a number of countries other than just the US & UK wihch is where we found other alternatives to fall short.


    We don’t pay any set up or connection charges, it’s a simple cost per minute model so it lends itself to PPC – it’s just a direct addition to the cost per conversion. And MM are right – it is the missing piece of the puzzle. The old adage that “half of my advertising is wasted, I just don’t know which half” no longer holds water – we can tell you exactly which half!

  • LogMyCalls

    Great article about call tracking!

  • ClikTree

    Great article. I love some of the call tracking features out there. Adwords allows you to import Google Analytics conversions now also. We combine this feature to track 1st time website phone calls as conversions in Adwords.

  • APP

    What is the difference between mobile click to call and mobile phone calls in the screenshot above?


  • Sinishta

    Wow. So many ways to track call conversion. Another easiest option is to ask the caller about the source while conversation..

  • Amin Haq

    Thank you for writing this article and for explaining so well all the options that are available to marketers to measure true ROI. I work with AvidTrak and our platform integrates call tracking data with Adwords data such that online conversions and phone call conversions are manifested separately for each keyword. Capturing this distinction in conversion type is important for marketers who value phone leads over form leads.

  • http://www.toptiertools.com/ Frederick Vallaeys

    Hi there,

    “Mobile phone calls” are when the user clicks the call button on a mobile device and is connected through Google Voice. In this case, Google tracks the entire call and can show it as a call conversion if it is long enough.

    “Mobile click-to-call” is when Google cannot track the entire call because it does NOT go through Google Voice. In this case they can only report that someone when to their mobile phone’s dialer by clicking your number but there is no way to know if the call connected and how long it lasted.

    Hope that helps…

  • ClikTree

    I love old school!

  • Sinishta

    Me too!

  • http://www.toptiertools.com/ Frederick Vallaeys

    Google just announced that call conversions will now be added to regular conversions so that means you no longer need to add call conversions to regular conversions to get your true conversion total. Here’s their announcement:

    “Starting in early November 2013, mobile phone call conversions from click-to-call ads will be included in the Conversions column in campaign reports. Including calls from mobile search ads as standard conversions lets you take advantage of optimization solutions like Conversion Optimizer and eCPC bidding. Measuring calls as conversions is an important part of understanding the full value of your AdWords marketing. To view call conversions, segment your conversion reporting using the new conversion action, ‘Calls from ads’.”

  • Kevin Dale

    Thanks for this data! I’m wondering if it’s possible to get a gclid when a customer calls directly off an ad. We are uploading conversions to adwords but don’t have a gclid for direct callers.

  • CT Chong

    Very informative article.

    From the perspective of a small company from a country that the call tracking system services you mentioned above were not available, tracking call seems to be a very difficult task.

    We are considering using different phone extension numbers for different adgroups. These phone extensions numbers will appear in the Ad’s “call extensions” and landing pages of specific adgroups.

    We will log the phone extension numbers that the callers made. From the phone extension numbers, we will know which adgroup is performing well. Such tracking method is definitely not detail enough. We will not know the performance of keywords. We can only know which Adgroup leads to call.

    There are more problems in setting up. Since we have limited phone extensions number in our PBX system, we can only assign a few phone extensions number to a few adgroups that incur higher cost and attract many clicks. This is to monitor whether these adgroups are effective in driving leads.

    I also doubts whether the PBX system can assign a few phone extensions number to ONE phone receptionist, with proper log of the phone extension number that people dialed to call in. More over, the conversion tracking is now definitely not in Adwords or Analytics dashboard, but in my Excel worksheet.

    But such data will provide us information enough to improve adgroups or to drop adgroups, etc. And may be we can compare the same adgroup in different months when we used different landing pages. The requirements are not sophisticated, but the setup I mentioned above seems…clumsy.

    Is there a better way for small company like us?

  • Outleads Team

    This is a great explanation of tracking and understanding online and offline AdWords conversions. On a further note, Outleads (http://outleads.com) just released a call tracking system that integrates with form submission tracking and allows users to segment these conversions for sophisticated retargeting advertising, like callers that didn’t convert or callers interested in a specific product. We track phone calls on some 3rd party websites, as well. It’s all done with just one phone number, so if you were always intimidated by maintaining a complicated web of forwarding phone numbers, we resolved that issue, too.