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PTR (Phone-Through rate)

PTR (Phone-Through rate)

Contents:

*If you use call extensions or call forwarding number enabled in AdWords, you will be able to take advantage of these metrics. Google Forwarding number service allows you to track and report on calls made through your call extensions and call only ads.

PTR (Phone-Through rate)

Quick Description = The percentage of phone calls to views of the phone number

Calculation: Phone Calls / Phone Impressions

Referred to as = Phone-through rate (PTR)

This is the phone call equivalent of CTR (Click Through Rate), where ‘Phone Calls’ replaces ‘Clicks’ and ‘Phone Impressions’ replaces ‘Impressions’.

Phone Calls and Phone Impressions

Phone calls and Impressions only apply to ads with a Google Forwarding number present on them; a phone call occurs when someone either clicks to call or manually dials a number.

Phone Impressions occur when someone sees one of your ads with the forwarding number on it.

How PTR (Phone Through rate) Works

The Phone Through Rate is calculated in the same way as CTR (Click Through Rate), by dividing the phone calls by the phone impressions, we get the Phone Through Rate. For example if you received 10 phone calls and had 100 phone impressions, this would be calculated thusly:

10 / 100 = 0.1 = 10% PTR

You will need to be using Google’s forwarding number for this metric to be either relevant or available to you, we discuss this more detail below.

Google Forwarding Number

Google provide the functionality to show a phone number (created by Google) on your ads, these redirect to your business number. Because they pass through Google’s exchange first, they can report on this within AdWords.

Related Guides

If you liked this guide on Phone Through Rate, you may also be interested in these some of the related content we have on this suite of Call Detail metrics:

  • Phone Impressions
  • Phone Calls
  • Phone Cost
  • Avg. CPP (Average Cost-Per-Phone Call)
  • Call Extensions

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