Google have this week released Website Call Conversions for AdWords which is great news for advertisers who measure inbound telephone calls as a key conversion. The new conversion allows website managers to measure calls made as a direct result of an AdWords campaign and works by switching the telephone number to a unique Google forwarding number when a visit comes directly from an active campaign. This should lead to much more focused ad targeting and allow advertisers to learn and optimise campaigns based on the results to drive more enquiries.
Excited about the opportunity this should bring for more campaign transparency and insight, we’ve set up website call conversion tracking on a few WordPress sites and look forward to monitoring the results over the next few weeks. If you’re interested in also setting this up for WordPress then we’ve documented the main steps we took to get this working below.
Step 1 – Setting Up the Conversion in AdWords
The first step is fairly straightforward and involves setting up the conversion in your AdWords account and generating the code needed to register the conversion.
- In the relevant AdWords account you want to set up the conversion for go to Tools > Conversions.
- Click on + Conversion.
- Enter a conversion name eg. “Website Calls” then select ‘Calls to a Google forwarding number on your website’ and hit save and continue.
- Select whether you would like a value assigned to the conversion and the conversion criteria, then hit save and continue.
- Choose whether you want to edit the code yourself or email to someone else.
- You’ll also need to make sure at this point if you don’t already that you have a call extension set up using a Google forwarding number.
Step 2 – Adding the Relevant Code to WordPress
Adding the conversion code to the site can be achieved in several ways but we’ve outlined one of the simpler routes below.
- Go the the WordPress admin area of the website you want to set up the conversion for.
- Go to Appearance > Editor and then the ‘Header’ file in the right hand column.
- Find the </head> tag and paste the conversion code you generated in AdWords before this.
- Add <script> </script> tags around the code.
- Find the <body> tag and enter onload=”_googWcmGet(‘number’, ‘1-800-123-4567’)” within the tag for example… <body onload=”_googWcmGet(‘number’, ‘1-800-123-4567’)”>.
- Change the 1-800-123-4567 number to the phone number used on your site, for example <body onload=”_googWcmGet(‘number’, ‘01892 731819’)”>.
- Finally you’ll need to add the span class tags <span class=”number”> and closing tag </span> around each instance of the number on the site which should look like this <span class=”number”>01892 731819</span>.
Once the above is completed you’ll need to wait a few days for the conversions to start recording (providing there are some).