Here’s how it works: You put a bit of code on your website that allows Google to insert a unique forwarding number on your website for each person that clicks through one of your pay-per-click (PPC) ads. When the prospect calls you using the unique number they see on your website, you’ll be able to track the conversion back to the PPC ad that generated it.
Sound familiar? That’s because several call tracking providers — like ClickPath — offer a similar technology, called Dynamic Number Insertion (DNI). You might be tempted to jump on the bandwagon and give AdWords website call conversion tracking a go, but before you do, consider these five reasons for sticking with a call tracking vendor for DNI.
Your Business Is in Canada
If your business is in Canada, Google AdWords call conversions feature is a no-go, because the service isn’t offered in your neck of the woods. Thankfully, you can still get DNI services through a call tracking provider.
You Generate Lots of Traffic From Other Search Networks
AdWords is able to track website call conversions from Google, but what about other search networks? Google owns the majority of the search market, but you might see better results from smaller players like Bing Ads. If you’re only tracking website call conversions from Google, you’re losing out on some important call conversion data generated by ads on other search networks. By using DNI services through a call tracking provider, you can get a complete picture of your PPC call conversion data.
You Want to Tie Web Conversions to Specific Customers
When a person becomes a customer, it’s nice to be able to map out their conversion funnel. If their conversion process includes a phone call generated by a PPC ad, you want to know about it, right? The problem with tracking website call conversions through AdWords is that the caller’s phone number is only displayed when the call comes in. If you want to check specific caller data in your call conversion reports, you’ll only see the caller’s area code, which makes attribution tricky.
You Want to Track Specific Demographics
Again, AdWords call conversions will display the area code, but that’s the closest you’ll get to demographic information. If you want to see specifics on city, state and even ZIP code, you’ll need to stick with a call tracking provider. These important demographics will help you segment your prospects and customers so you can create geo-targeted campaigns.
You Want Access to Call Recordings
Sometimes the conversations that occur during a call tell a different story than call data alone. (To see an example of this, check out the first section of our post “How to Pick the Right Dynamic Call Tracking Provider.”)
But unless you have a freakishly amazing memory and answer every call that comes in to your business, you’re going to need to refer to call recordings for the additional information a conversation provides. And to get call recordings (bet you know what we’re going to say next), you’re going to have to go with a call tracking provider, my friend, because they’re not available in AdWords.
You Want to Access Real-Time Data
Are you the kind of person who obsessively checks conversion data every time you get a new lead to see what source drove the lead? (Don't worry: We've all been there.) If that's you, you're going to have to change your habits if you plan to check website call conversions in AdWords, because new conversion data is only imported on a daily basis. The good news is most call tracking providers do update their data in real time.
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