In its latest move to prove the value of its AdWords advertising platform, Google has launched Website Call Conversions. The new conversion type tracks phone calls that happen after a user lands on a website from an AdWords ad.
By adding code to their sites, advertisers can track whether calls are made by users who click on a phone number or dial the number from their phones. When a user arrives at the site after clicking an ad, Google dynamically generates a unique phone number that can display for up to 90 days. Reporting shows which keyword and ad generated a call.
Google offers the ability to assign different values to calls generated from pages on a site that are geared toward different stages in the sales funnel.
However, as with Google’s click-to-call conversion tracking, AdWords can’t report actual sales or transactions from website calls — an advantage third-party call tracking solutions offer. Website call conversions can be used with third-party tools as well as with click-to-call conversion tracking.
The new feature is only offered where Google forwarding numbers are available: US, UK, France, Germany, Spain and Australia.
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