One of the most common use cases of call tracking is to determine the value of AdWords campaigns.
According to Google, 70% of all mobile searchers have called a business directly from search ads.
Marketers that are not tracking phone calls are missing out on the full picture as well as potential revenue. They are also failing to get credit for the leads and ROI of the phone calls that their campaigns produce.
Implementing call tracking with your AdWords Campaigns can be broken down into three steps:
1) Dynamic Number Insertion (DNI)
Conversation Analytics extracts data from the phone calls to tell you which ads, keywords and campaigns are producing conversions.
Once marketers are able to distinguish between campaigns that are profitable from those that are not, they can use this data to restructure campaigns and improve the ROI of their AdWords spend.