[UA] Phone Analytics

In this article:

• Overview
• Reports
• Prerequisites
• Setup

Overview

Even though ecommerce has become almost entirely self service, there are categories of transactions that benefit from the availability of person-to-person contact. Phone Analytics lets you measure the efficacy of phone calls as part of the conversion path.

To implement Phone Analytics, you set the necessary options for your Analytics property, and add a snippet to your Analytics tracking code on each page where your phone number appears.

The snippet displays a Google-generated number that forwards calls to your business. Calls beyond a specified duration are considered conversions.

Learn more about Policy Requirements for Phone Analytics.

Phone Analytics measures how users take advantage of finding your phone number on your web pages by reporting:

 

Metric	Definition
Average Call Duration	The average length of time of calls to your number
Call Conversion Rate	The number of calls / The number of times users saw your number on a page
Call Conversion Value	The cumulative value of call conversions
Call Conversions	The number of calls that resulted in a conversion
Call Through Rate	The percentage of phone calls that resulted in a conversion
Calls	The number of phone calls users made to your number
Missed Calls	The number of calls made to your number that weren't answered
Sessions with Phone Numbers	The number of sessions in which users viewed a page that included your number

 

Reports

The reports let you evaluate the metrics above in the context of different dimensions. The dimensions vary by report.

Overview

See an overview of the calls you receive as a result of displaying a contact number on your web pages.

Data

Metrics by each of the following dimensions:

• Default Channel Grouping
• Destination Phone Number
• Source
• Medium
• Source / Medium
• Region
• City
• Hour
• Day of Week

 

Acquisition

Compare how well different channels align with offering your users the option of contacting you by phone.

Data

Metrics by each of the following dimensions:

• Default Channel Grouping
• Destination Phone Number
• Source
• Medium

Segments are not available for this report.

You can segment by paid channels in the Acquisition > Google Ads > Campaign report.

 

Location

See where calls originate, and which of those areas are most responsive to phone-contact options.

Location data is available only for Google paid channels using the last non-direct click model. Your Analytics property needs to be linked to your Google Ads, Search Ads 360 and/or Display & Video 360 accounts in order to show the geographic information and phone-call metrics for sessions attributed to these channels.

Data

Metrics by each of the following dimensions:

• Region
• Metro
• City

 

Call Log

See the relative performance of each of your destination numbers.

Data

Metrics by individual calls to Destination Phone Number.

 

Google Ads reports

The Phone Analytics metrics are available as one of the metric-group options in the Google Ads reports.

 

Prerequisites

You need to:

• Use a US phone number for your business
• Use the Google tag to implement your measurement code
• Link your Google Ads and Analytics accounts

 

Setup

To implement Phone Analytics:

• Set the options for your Analytics property
• Update your Analytics measurement code with the Phone snippet

Set the options for your property

1. Sign in to your Analytics Account.
2. Click Admin and navigate to the property in which you want to configure Phone Analytics.
3. In the Property column, click Phone Settings.
4. Click + New Destination Number.
5. Enter a label for the phone number (e.g., Sales, Customer Support).
6. Enter the number at your business to which calls are forwarded.
   
   On each page with the phone snippet, the code generates one of a range of Google numbers that forwards calls to your business.
7. Enter the minimum number of seconds a call should last to be considered a conversion.
8. Optionally, enter a monetary value for the conversion.
9. Click Save.

Update your Analytics measurement code

There are two circumstances in which you would update your measurement code:

• You are updating the existing gtag.js tags on your web pages to implement Phone Analytics.
• You are updating the existing gtag.js tags on your web pages to implement Phone Analytics and Google Ads Website Call Conversions.

In the following examples, replace the sample phone numbers and Analytics and Google Ads IDs with your real numbers and IDs.

Update existing gtag.js tags on your web pages to implement Phone Analytics

Add the following to your existing tag:

gtag('set', {
'phone_conversion_number': 'NUMBER_TO_REPLACE',
'phone_conversion_country_code': 'COUNTRY_CODE_TO_REPLACE',
'phone_conversion_ids': ['GA_MEASUREMENT_ID']
});

gtag('config', 'GA_MEASUREMENT_ID'); // (Note: you don't need to add this config command if you are already measuring this property with the Google tag.)

Update existing gtag.js tags on your web pages to implement Phone Analytics and Google Ads Website Call Conversions

Add the following to your existing tag:

gtag('set', {
'phone_conversion_number': 'NUMBER_TO_REPLACE',
'phone_conversion_country_code': 'COUNTRY_CODE_TO_REPLACE',
'phone_conversion_ids': ['AW-CONVERSION_ID/CONVERSION_LABEL', 'GA_MEASUREMENT_ID']
});

gtag('config', 'GA_MEASUREMENT_ID');
gtag('config', 'AW_CONVERSION_ID');

For example:

gtag('set', {
'phone_conversion_number': '1-800-123-4567',
'phone_conversion_country_code': 'US',
'phone_conversion_ids': ['AW-123456789/aBcDeFgHiJkL', 'UA-012345678-1']
});

gtag('config', 'UA-012345678-1');
gtag('config', 'AW-123456789');

The value for 'phone_conversion_number' has to be exactly the same as the phone number on the website.