It involves measuring calls from potential customers who skipped the click-to-call section of a website and looked around the site first. It works by putting a snippet of code on the site.
This new addition to AdWords looks set to provide advertisers with an even clearer picture of how ads lead to calls.
Product Manager, Anurag Agrawal says,
"Website call conversions dynamically inserts a Google forwarding number on your website that measures the calls made by these customers. Whether they click on the number or dial it directly from their phone, you can attribute the call conversion and conversion value back to the keyword and ad that drove the customer.
"With website call conversions, you can understand which keywords and ads are driving the most phone calls from your website and which are resulting in more valuable calls … You can also assign different values to calls originating from different pages of your website. For example, a local car dealership might assign more value to calls from their test drive page and less value to calls from their homepage."
Advertisers can also automatically optimise keyword bids to drive more valuable calls using Target CPA or Target ROAS.
Find our more information about customer tracking and website advertising.