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Google Launches Ability To Track “Website Call Conversions” In AdWords

New conversion type uses Google forwarding numbers to track calls generated from a website.

Ginny Marvin on August 18, 2014 at 1:12 pm

Today, Google launched a what’s likely to become a popular new feature for many AdWords advertisers. Website call conversions allow advertisers to track calls that occur after a user arrives on a web site from an ad click.

A code snippet dynamically inserts a Google forwarding number on the website after a user clicks on an AdWords ad. Conversions are tracked whether a user dials the number or clicks on it from their phone. The unique Google forwarding number displays for up to 90 days and numbers can be formatted to match the web site design.

Advertisers can assign different values for calls from specific pages on their sites and use Target CPA and Target ROAS flexible bid strategies. Reporting will then show which keywords drive calls.

Website call conversions can be used in conjunction with other call tracking solutions as well as with AdWords click-to-call. Note, that you won’t be able to see whether an actual sale or transaction occurred by using this solution in AdWords.

About The Author

Ginny Marvin

Ginny Marvin is Third Door Media's Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.