[Infographic] An Easy Guide to AdWords Call Tracking Reports

A goal without a plan is just a wish”. — Antoine de Saint-Exupery


Assume yourself to be in a situation where planning can give you the best of insights for you to improve your business. Obviously that would be of great help.

Imagine you’re a local plumber who’s planning on advertising your business in the local phone book, in the newspaper, and on television. You’re interested in seeing which method is most successful, so you buy three different phone numbers (which all ring to your office phone) to use as call tracking numbers for the ads — one for your phone book ad, one for your newspaper ad, and one for your television commercial.

After a few weeks of advertising on all three media, you check to see which phone numbers received the most calls. You find out the phone number on your phone book ad has received five times as many calls as the number from the television ad. Surprisingly, you find that the newspaper ad received no phone calls. Now you have the data you need to reassess your marketing strategy. You have the evidence to pull your newspaper ad and to spend more on your phone book ads. Maybe adding a coupon in the back of the phone book will boost calls even more? With call tracking, you can test it!

Similarly, marketers running Adwords campaigns should absolutely be tracking calls back to the keywords, ads and campaigns that drive them.

Find the complete guide to Google AdWords Call Tracking Reports here.

There have been multiple studies that have confirmed what many marketers have suspected for quite some time: inbound calls are the most valuable and lucrative type of leads. Sales teams want inbound call leads more than any other because they know those are the types of leads most likely to convert to actual revenue. The fact that Google is providing a service like this validates how important inbound call leads are, and how this is becoming the new metric to replace “clicks.”

Watch the video on “Set Up Website Call Conversions — AdWords In Under Five Minutes

Tracking your phone calls that came from Adwords is an incredibly valuable metric that is often overlooked by many small business owners. With the adwords call tracking reports, you can track day, date, time of call, duration, and number of calls. This data is invaluable in helping you determine your true ROI from your AdWords campaigns.

Before explaining the benefits of Call Extensions and the adwords call tracking reports, I urge you to think about how much value your business places on phone calls. For example, imagine yourself to be hearing to a business saying that “Calls aren’t important to us. So, lets not have them in our marketing strategy!” On the flip side, for a university, prospective students frequently call and inquire about program offerings. So, Call Extensions can be a great strategy to enhance ads performance.

Because call extensions aren’t for everybody, you need to make that decision before moving forward.

I. How AdWords Call Tracking Reports work

AdWords Call Tracking reports allow you to see precisely which keywords resulted in a phone call. They help you see the duration of the call, track it as a conversion based on duration, and provide you with a range of call tracking metrics, including geographical location, the type of device used and more. Ad Extensions are the best way to enhance paid results on Google.com and provide searchers with the opportunity to dive further into your site, or, directly contact your business.

This infograph gives a detailed procedure on how call tracking reports are generated.

II. How Do I Report on Call Extensions?

After implementation, pull a Call Details report to gauge how many phone calls you received, and area code in which they came from and whether or not that phone call led to a conversion. You can even customize columns to analyze the Campaign and Ad Group source. Follow this path in the AdWords UI for reporting: All Online Campaigns > Dimensions > View: Call Details.

III. What can you track with website call tracking?

The possibilities are literally endless. You can track online and offline sources. You can break it down to the keyword level (which would be ridiculous and not cost effective). Most commonly people may break down their call tracking to the campaign level. You may also want to track calls from different search engines (Google, Yahoo, and Bing). You can track calls from Bing Ad’s, Facebook Ad’s, or offline sources like a post card or a newspaper ad. The possibilities are literally endless!

Some of th benefits of call tracking reports are:

  • Track PPC at the source, campaign, ad group, and keywords.
  • Identify your most effective landing pages for generating phone call leads.
  • Send phone calls back to Google AdWords as conversions using our Google Analytics integration.

Originally published at ReportGarden.com on August 5, 2016.

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