Google Introduces Website Call Conversions to Track Which Ads Generate Phone Calls

After acquiring photo app startup, Jetpac, now Google has launched an Adwords tool named Video Call Conversions which enables advertisers to identify and measure calls from their website that occur after an ad click. The company says many customers call a given business through a Google ad to know more about the products and services they offer.

According to the company, Seventy percent of all mobile searchers have called a business directly from search ads through AdWords click-to-call ads, call metrics, and calls as conversions. These Adwords tools allows advertisers to link ads and phone calls and gain insight about those calls.

Website call conversions is available in countries where Google forwarding numbers are available including US, UK, France, Germany, Spain and Australia.

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Source: Google’s Blog

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Google also wrote about its working on its website:

Let’s say your Google search ads send people to your website where they research and learn more about your business. Website call conversions dynamically inserts a Google forwarding number on your website that measures the calls made by these customers. Whether they click on the number or dial it directly from their phone, you can attribute the call conversion and conversion value back to the keyword and ad that drove the customer.

With the help of website call conversions, advertisers can understand which keywords and ads are driving the most phone calls and which are resulting in more valuable calls. Google also assign different values to calls originating from different pages of a given website to understand which page is more effective.

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To start this feature, advertisers have need to place the snippet of code on their desktop or mobile website and a unique Google forwarding number will be generated for each AdWords ad click. This number will stay active for up to 90 days to capture future call conversions.

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