Google announced that advertisers can now import their call conversion data into AdWords starting today - well, it is rolling out over the next few weeks.
Google explains "by importing call conversion information into AdWords, you can track when phone calls lead to sales or other valuable customer actions." True.
It requires Google forwarding numbers to work and if you have that then you are set.
(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. AdWords then matches the call info in your file with the calls tracked through your
(4) 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.
With this, you can track:
(1) 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.
(2) 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.
Google needs (a) Caller phone number (Caller ID), (b) Call start time and (c) Call length.
For more details, check out the blog post.
Forum discussion at Google+.