Google Adwords Phone Tracking Feature Permits Advertisers Track Call Generation

By Ayub Yusuf


As a part of its ongoing effort to improve the AdWords system, Google has just launched a new option called Website Call Conversions. This option adds a new conversion type to the AdWords system, and allows webmasters to track phone calls which are made if a user lands on a site after clicking on an AdWords ad.

To use the system, advertisers merely add a bit of code to their websites. The code will produce a distinct Google phone number that will be seen for up to 90 days, and will redirect to the company's official phone number. This means that Google may track not just users who take advantage of the click-to-call feature of their phone, but likewise those who write the number down and call it manually. Users can assign distinctive values to conversions depending on which page the phone number was seen on. So, an individual who calls a general enquiries or purchaser service number may be worth less (in terms of advertising payments) than an individual who called in directly to the sales hotline.

It manages this by providing a special Google forwarding number, instead of the regular number for the company. Whenever a user clicks on an ad, Google will dynamically create a phone number which can be traced back to the ad, page, and keyword that led the purchaser to the site. This number can be seen for up to 90 days, and is applied in reports to establish what generated the call.

These are the only countries that have Google forwarding features offered at this time. If the Google forwarding feature rolls out in other countries then it is likely that the call tracking feature will also be made usable in those territories.

Users are giving up a lot of sensitive details when they utilize the app, but they're unlikely to mind considering the cash savings, convenience, and flexibility of the method. This is something that really makes shopping better for buyers.

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