AdWords Website Call Conversions

This week Google has launched its website call conversion tracking (different from the previously available search ad phone extensions) for Australian AdWords customers. The new service gives advertisers the ability to track website calls from AdWords ads in Analytics using a Google-generated forwarding numbers.

We have long believed that it’s impossible to know your site’s true ROI without phone tracking. Up until now, existing call tracking solutions have either been pricey or inaccurate making it difficult for smaller businesses to benefit from the insights they provide.

How does it work?

Google provides a call forwarding number which is injected into your website to replace your standard phone number, which is only visible to visitors who come to your site via clicking on an AdWords ad. Then, through some Google magic, the routing of the call is fed back into Google Analytics and AdWords allowing you to attribute the call to your marketing spend.

AdWords Call Tracking

What does it cost?

Google’s call tracking is completely free allowing advertisers of any budget to utilise this valuable service. On top of that, it’s easy to set up and manage.

What does it track?

For now this tool only tracks phone calls from AdWords ads. Unfortunately, this service isn’t available for organic search results or other advertising channels. See other phone tracking techniques here.

What are the benefits?

Implementing AdWords phone tracking will provide deeper and more accurate insights into:

  • Your true AdWords ROI
  • Which keywords, ad groups and campaigns are most profitable
  • Which ads generate more phone calls, sales and conversions
  • Which keywords and ads generate the most valuable phone calls

How can I get it?

Simply install a small snippet of code to your website and configure your ad’s call extensions within the AdWords interface. We can set up call tracking free of charge for all of our clients who are running an AdWords campaign, just get in touch!


Scott Shorter in an Australian SEO specialist with 20 years of experience. A recognized industry expert, he has been a guest speaker for the Advertising Council of Australia, Engineering Institute of Technology, WA Leaders association as an industry expert and Edith Cowan University, from which he graduated with a B.Comms – BSc (M) Multimedia & Internet Computing.

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