AdWords and conversions.


For a lot of AdWords users, you might have conversion tracking set up on your “contact us” forms or transactions, but what if you do a lot of your business over the phone? Ad call extensions can only go so far, and you might be missing out on knowing which keywords are bringing users to your site and getting them to pick up the phone. That’s where website call conversions can help.

Back in 2014, Google reported that 70% of all mobile users call a business after seeing an ad. That figure is only increasing. However, many users don’t just call when they see your ad, but after they click through to your page and get some more information. Now you can find out which keywords lead to those onsite calls.

How do website call conversions work?

All you need to do is place a snippet of code on your page. This dynamically changes your phone number to a Google forwarding phone number. The number uses the same font, size and colour of your original, so it blends in seamlessly. The call then gets sent through to your normal phone line, and triggers a conversion in your AdWords account. You can even set a minimum call time to make sure that the calls that are generated are actually valuable enough to generate business.

There’s also no extra charge for the service, which makes it much more cost effective than other pieces of call tracking software.

Before you set it up, you need to make sure that you have Google call extensions with a Google forwarding number in your ads. Just in case you don’t, here’s a link on how to set them up.

How do I install them?

To set up website call conversions, create a new conversion action in your AdWords account, grab the piece of code, and put it on the relevant pages of your site. The code does the rest, dynamically changing your phone number to a Google forwarding one. Just in case, here’s a quick guide.

How can I check if my code is working?

Google Tag Assistant is a nice and quick way of testing if your website call conversions code is working. This will confirm if your code is implementing properly.

This won’t tell you if your phone number is being dynamically changed properly, though. For that, we recommend clicking on one of your ads (find one with a low cost per click), checking the dynamically generated phone number, then calling it for the minimum time you set in the account. Then, you can check your conversion column in AdWords. If you have a conversion, you’re up and running. If not, you have some tweaking to do.

Important things to remember.

As useful as website call conversions are, you have to remember a couple of things that it can’t do for you.

  1. First, they only track calls through Google ads, and not through any other platform. This means that you won’t be able to compare your data to your other traffic types.
  2. You can’t see any of the details of the call either, only when it was and which keyword triggered it. This means that you have no phone number or names to identify your calls.
  3. Finally, you can’t record the calls, so you have to keep track of all of the details of the call.

If these things are important to you, have a look into some third-party call tracking solutions. However, they do come at a cost.

Can Crunch manage this for me?

Yes we can. Contact us to find out how we can maximise your conversions and leads now.