For certain clients, especially lead generation clients, phone calls are valuable, so in order to see how effective our advertising dollars are spent, tracking phone calls is a vital conversion metric to measuring success. Using phone call conversion tracking in Adwords is possible in two ways.
- Tracking Calls from Ads – Adwords gets the attribution when someone clicks on the phone number in the Call Only Ads or the Call Ad Extension. While this is great for mobile traffic, desktop traffic won’t click to call, they’ll dial it directly on their phone.
- Track Calls to a Phone Number On a Website – With this option, the client will use dynamically-generated Google forwarding numbers that replace your business number on your site. In order to implement, the conversion tracking code will have to be set up that includes custom parameters so the that keyword-level data will be recorded.
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