Oct 7, 2011 114 reads by Navneet Kaushal

Google has announced that it is introducing a new mobile tracking metric that will allow one to keep a track of the calls made after the click-through to a site. This new mobile call tracking reaches mobile landing pages too.

What's new?

With the new metric, now it is possible to track the calls that have been made by customers by clicking on the phone number on your website.

As Google said, “Today, we are introducing a new conversion tracking metric to help advertisers and agencies do just that: all AdWords accounts will now have the ability to report calls placed from mobile pages.”

This “Click To Call” program by Google has seen notable success with more than 500,000 advertisers using Click to Call, and these ads were leading to quite a number of phone calls. It is essential to note here that Google sees calls and call metrics as a part of offline conversion tracking, that lets webmaster know the true effectiveness of their keywords and ad campaigns. Not to mention that selling calls lets Google to generate phone-based leads, that are undoubtedly more qualified and have a higher value than clicks.

Google Call Metric

How The Program Works?

Google’s Click to Call program has relied on AdWords phone extensions. When the users click on the phone numbers displayed in mobile ads (on smartphones) and make a call, then these calls are tracked. These ads have been used by small retailers as well as the big players like Direct TV, who have had good leads to their call centers because of them.

Advertisers do not need a new or specific call tracking number from Google. They can use the phone number that is already there on the mobile site or landing page. As Google has explained the working further, “You can start using this new metric by installing a snippet of code on your landing pages. Upon doing so, you can set ‘calls’ as a conversion metric to track on your landing page. Next, you can pair calls focused campaigns with tools like Conversion Optimizer, then bid by setting a target CPA for calls, an ultimately automate ad serving to optimize for calls.”


What Do You Have To Pay For This?

Its free! At least for the present. There will be any charges or changes to CPCs. As Google says, “We hope that this new metric will give advertisers and agencies new, richer information on the value and returns from their mobile advertising.” However, experts feel that the service will be charged for by Google in the future.

As a marketer, you must start measuring your calls using this metric, and this will allow you to utilize a good set of existing AdWords tools available to you to optimize performance.

Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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