Google Mobile introduced 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, revealed Surojit Chatterjee, Product Manager, Mobile Ads.
"You'll now be able to attribute clicks on your phone number or 'call' button back to the AdWords campaign, ad group, ad or keyword that brought a customer in," he said. Adding, "As this is a new tracking metric, there won't be new charges or changes to CPCs."
"This new metric enables all advertisers to leverage existing AdWords tools to now optimize for calls. 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, and ultimately automate ad serving to optimize for calls," he said.
According to John Sutton at Red Ventures, a customer acquisition company in Charlotte, NC, was a beta partner for this new conversion metric, this "opens the doors to participation in AdWords features that rely on conversion metrics like Enhanced CPC and Target CPA bidding."
"If driving calls is an important part of your mobile advertising strategy, and you've placed a phone number or 'Call now!' button on your site, begin measuring these calls now using this new conversion type. Moreover, in doing so you'll be able to leverage a rich set of existing AdWords tools available to you to optimize performance," he said.
For more information on how to set this up, please see this Help Center article.