In September 2014, Google announced the launch of a basic call tracking solution for AdWords.
From the Google blog they said this about the new feature:
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.
In layman terms it will display unique phone numbers on AdWords landing pages dependent on the visitor’s session. Each individual will see a different phone number on this page. It’s a free service provided through AdWords that create session-based call tracking.
Here are some of the highlights:
- It does not work for Google organic search
- It does not work for the Google Display Network
- It does not work for any lead source anywhere on the web (except AdWords)
The service provides a handful of benefits (and drawbacks) to those divulging into its usage:
- It’s free
- Works perfectly with AdWords
- Easy to setup
- Keyword level call tracking
- Phone number appearance can match site design
- Only works in AdWords (and not many of the AdWords channels)
- No call recording
- No in-depth analytics
- No local number (only toll free)
- No call routing, scheduled routing, IVR, and geo-routing
In all, though, the call tracking industry shouldn’t be too discouraged by Google’s inclusion of call tracking into their AdWords platform because it’s aimed at smaller businesses rather than mid to enterprise businesses that already use third party services and platforms.
This may not shape the way online marketing is done right now but call tracking is becoming a very important element to the big picture as we can see in our final image that’s showing us where call tracking is taking us:
For additional information – read from the source material on SEJ.
Additional images in information found at econsulstancy.com.