Phone Call Conversions
- Phone Call Conversions
- Google Forwarding Numbers
- Conversion Values
- Conversion Tracking & Attribution
*A conversion is when a user performs a desired action (being tracked) on your website. This could be buying a product, downloading a file, clicking a link or any other desired action. Typically, conversions are linked either directly or indirectly to revenue.
**Conversion tracking needs to be setup to see conversion data in AdWords.
Quick Description = The amount of phone calls that were longer than the chosen call duration for calls that were manually dialled to Google forwarding numbers
Referred to as = Phone Call Conv.
This metric simply tracks the number of phone calls that came though Google forwarding numbers that met the call length / duration you have manually stipulated. Around 70% of mobile users have called a business directly from a paid ad; so there is huge value in this metric for businesses that depend upon phone calls.
Google provide a forwarding number allowing them to track when someone either dials the number or clicks to call. These are available on call extensions for most ads and in call only ads. Once someone dials the number, Google redirect the call to your business phone number.
Many website owners have multiple conversion types on a site such as; downloads, sales, lead generation, collecting user information, requesting a quote, calling a phone number, etc. Each of these has a different value even if the value is not hard and fast like the value of a phone call... It is typically beneficial to attribute a value to the conversion in AdWords.
Having a value allows us to optimise for different goals such as a cost per conversion, and you can assign a conversion value to phone call conversions.
Conversions are one of the defining pieces of data that separate modern paid online advertising from traditional marketing such as TV or print. Phone Call Conversions are the next phase of this transition into online conversion tracking. Phone call conversions are included in the All Conversions metric along with cross device conversions and some other conversion types.