Calls to businesses from mobile phones are on the rise, according to Google, being predicted to increase by 73% from 2015 to 2019. With traditional phone calling still being a main source of conversions for many businesses, it’s important to be able to track that information alongside your online conversions.
In an effort to bring all conversion sources together in one set of data, Google is introducing imported call conversions. The company says this will help advertisers more accurately measure revenue made from phone calls and collect that data as part of their AdWords campaigns.
Google is also making a change to the way it measures call conversions. Calls were previously measured according to call length, which would help advertisers determine the average call length that typically leads to a conversion.
Imported call conversions offers a lot more options for the advertiser:
”Imported call conversions now allows you to go a step beyond call length and measure the true conversion value of paid calls from mobile click-to-call ads or your website.”
Advertisers will also be able to identify various types of customer actions and assign a value to them. For example, you can assign a unique revenue value for clicks that lead to calls for estimates or consultations, calls that lead to upsells, service calls, and so on.
How to Import Call Conversion Data
Three pieces of information are needed to import your call conversion data into your AdWords campaigns:
- Caller phone number (Caller ID)
- Call start time
- Call length
Conversions will even be measured down to the keyword level so you can better determine which keywords led to the calls that drove the most revenue. For more information on how to create successful click-to-call campaigns on Google AdWords, please see this guide.