Tracking your metrics is vital in today's world of marketing, no one would argue with that. But when it comes to tracking PPC campaigns down to the phone call, it can get expensive and cumbersome.
Discovery, Moderator at SEW Forums said in a Search Engine Watch Forums mobile ad thread;
We apply this same method to all of our marketing campaigns down to a pretty granular level. We have a unique phone number tied to every marketing campaign. In PPC and at Google for example we tie it down to the campaign level, in some circumstances down to the ad group level. The webpages dynamically display the proper number based on passed variables.
It is import, so import, you should probably also automatically associate that call to your PPC metrics, through integration of that data.
Today, it is really doable by most quality developers to get this done at a reasonable cost.
With open source phone systems and PBXs such as the Asterisk solution, you can easily build out a custom solution for your dynamic PPC campaign, even your organic campaigns.
Dynamically, your web pages can assign a unique phone number or phone extension to dial, that will automatically route and track that call for what it truly is. Setting a cookie, can be done over the phone in this sense and it doesn't have to cost you a million dollars to set up.
Who knows, maybe I or someone else will come out with a plugin for Asterisk that does this?
Forum discussion at Search Engine Watch Forums.