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About importing call conversions

With other kinds of call conversion tracking, you can track when your AdWords ads lead to calls of a minimum length. But what if you want more precision than that? By importing call conversion information into AdWords, you can track when phone calls lead to sales or other valuable customer actions.

This article explains why you might want to import phone call conversions into your AdWords account and how it works. If you’re ready to jump in and set this up in your AdWords account, see our article on how to Import phone call conversions.

Before you begin

Call conversion import requires Google forwarding numbers, which are currently available in these countries.

This kind of conversion tracking measures clicks-to-call from mobile ads, but not manually dialed calls from desktop ads at this time. This does support calls from your website after someone clicks a desktop ad.

Benefits

  • Track specific information about your calls, such as each call’s type and value for your business, and tie this to the specific ad and keyword that led to the call.
  • Distinguish between sales calls and support calls, and learn the value each kind of call brings to your business. For example, you can learn when support calls also provide opportunity to upsell or cross-sell.
  • Determine which ads and keywords perform best, and use this information to optimize your campaigns to deliver the calls that you value most and that deliver the best return on investment (ROI).

How it works

AdWords call conversion import lets you tell AdWords when a phone call results in a sale or other conversion. By importing this information into AdWords, you can learn which of your ads and keywords result in the most sales calls for your business.

Here’s how it works:

  1. You set up a conversion action in AdWords that tracks when customer calls come from your ads, or from a customer who clicked your ad and then called from a number on your website.
  2. Separately, you keep track of your sales calls, recording details like the caller’s phone number and the time and length of the call, and when those calls lead to a sale (or whatever conversion action you want to track). You probably already track this information through a customer relationship management system (CRM).
  3. You upload a file containing this information about your conversion calls into AdWords.
  4. AdWords then matches the call info in your file with the calls tracked through your AdWords conversion action. You can now see which of your campaigns, ad groups, ads, and keywords are leading to calls that include sales or other conversions.

Importing call conversions allows you to connect the dots between your AdWords account and the calls you’re tracking in another system. Once you know which ads and keywords are leading to your most valuable calls, you can adjust your account to try to get more of these calls. For example, you can increase your bids on keywords that lead to the most sales calls, or you can use an automated bid strategy like Target CPA to optimize for more of these conversions. Note that automated bid strategies will work best if you regularly import your most up-to-date conversion data.

Types of calls you can track

With call conversion import, you can track calls that come from your AdWords ads in two different ways:

  • Calls directly from your ads: Track when someone calls the number in your call extension or call-only ad. You’ll need at least one call extension or call-only ad using Google forwarding numbers. Note that these calls can only be tracked when they come from mobile, not desktop or tablet.
  • Calls from a number on your website: Sometimes, someone may click your ad and go to your website, and then call from a number there. To track these calls, you’ll need to install a conversion tracking tag on your website, as well as a second code snippet to show a Google forwarding number instead of your regular phone number.

Both of these types of calls can be included in your import, and you probably want to track both to get the full picture of how your ads lead to call conversions. Because they each have different set-up steps, make sure you’ve done all the steps for each kind of call. Learn more about the steps to set up your conversion action.

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