Google website call conversion (WCC) tracking

GOOGLE WEBSITE CALLCONVERSION TRACKING -

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WHAT IS A WEBSITE CALLCONVERSION

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Website Call Conversions (WCC) allows advertisers toaccurately measure and attribute conversions fromcalls generated by visitors clicking on their web ads

and then dialing a phone number displayed on their website

SUP WITH EXISTING CALLCONVERSION TRACKING?

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Existing Call Conversions only allows advertisers

track calls from their ad -creatives.

Whereas, Website CallConversions extends this by attributing calls from your website to your AdWords campaigns plus

Keyword level feature that dynamically generates a unique, trackable forwarding number to replace your number on your website, if user has clicked on your ad in the last 30 days

HOW TO SETUP WEBSITECONVERSION TRACKING

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1. Ensure Call Extensions are Enabled2. Create new Conversion and get generated

code snippet.3. Add code snippet within the <head> tag of all

pages that display your phone number.4. Create Phone Number Snippet (Two

Scenarios), and add phone number snippet to all pages where you wish to display phone number.

5. Verification.

ENABLING CALL EXTENSIONS(1/3)

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1. Sign in to your Adwords Account.2. Goto the ad extensions tab and choose call extensions from the

view menu.3. If you don’t have an existing call extension create a new extension

and associate it to your existing campaign(s) as illustrated below. If you already have a call extension Select the phone number of the extension associated with your campaign or ad group and click edit, use same settings shown in step 4 of the below illustration.


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CREATE NEW CONVERSION(1/3)

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1. From tools menu, select Conversions.2. Click to create a new conversion3. Enter a conversion name and select “Calls to a Google forwarding

number on your website” as the Source.


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4. Configure The Settings.Conversion Value: value of a call with a minimum specified duration.Conversion Category: Categorization of conversion for reporting.Conversion Window: Lookback window.Count: Count unique or all conversions (e.g. redials).Call Length: Minimum call duration to count as conversion.

5. Click Save to save configuration .


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6. Generate general code snippet

7. Click Done

ADD GENERAL CODE SNIPPETTO WEBSITE

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Place general code snippet either in the header or beginning of your webpage body. Make sure to place this code on all pages you want the forwarding number to show.

CREATE PHONE NUMBERSNIPPET

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This snippet differs depending on whether or not your website’s phone number uses a class name to display a phone number.

Scene 1: Phone number uses a class name. (Easy go!)Scene 2: Phone number does not use a class name. (If you can add a class name without messing it up, go ahead!)

Kinda a little technical, so gauge up your savviness.

CREATE PHONE NUMBERSNIPPET (SCENE 1)

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Scene 1: Phone number uses a class name

<body onload = “_googWcmGet(‘header_phone_number’,’1-800-624-4488’)”>

<span class=“header_phone_number”>1-800-624-4488</span>

Example:

CREATE PHONE NUMBERSNIPPET (SCENE 2) (1/2)

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Scene 2: Phone number does not use a class name

Concept: In this scenario, there’s no class name associated with the phone number, making it impossible to call the class name directly in the _googWcmGet function as we did in scene 1.

Therefore we have to manually configure this using a javascriptfunction, which in summary will basically be responsible for replacing your phone number with your Google forwarding number.

CREATE PHONE NUMBERSNIPPET (SCENE 2) (2/2)

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Carefully analyze and understand the javascriptfunction call implementation.

<script type="text/javascript">var callback = function(formatted_number, unformatted_number ) {// formatted_number: number to display, in sameformatting as number// passed to _googWcmGet(). e.g ‘1-800-444-5555’ in this case// unformatted_number: number to display without any formatting. e.g.// ‘18004445555’

var phoneNumberDom = document.getElementById("number");phoneNumberDom phoneNumberDom.innerHTML = "“;phoneNumberDom.appendChild(document.createTextNode(formatted_number));};</script>

<body onload="_googWcmGet(callback, '1-800-123-4567')">

<span id="number">1-800-123-4567</span>

VERIFY YOURIMPLEMENTATION

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Well there’s only one way to verify that you’ve set this up correctly.

It can take up to an hour for your ads to be enabled for this conversion action. If you'd like to make sure it's working, you can do a search that brings up your ad, then click the ad to visit your website (you'll be charged for the click). Your regular phone number should now be replaced with a Google forwarding number. If you're doing repeated tests, delete the "gwcm" cookie from your browser before clicking on an ad again.

FAQ

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1. After installation will the phone number always show on the website when a user comes from an ad.

Ans: Yes, This number’s showing is not affected by website landing page quality or any other factor.

2. If I returns to the site, would I still be “cookied” in a way where the Call forwarding number shows? Does this go away if they clear C and C?

Ans: Yes. The feature uses the AdWords Conversion Tracking cookie so as long as the cookie "sticks" the system should be able to serve the forwarding number. This however is not guaranteed (eg. the advertiser surfs around the web for a long period of time and comes back)

3. Is data available for clicks/impressions for the phone number showing on the website?

Ans: Nope, not at this time.

FAQ

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4. Will a conversion be registered if the phone number is not clicked and dialed directly from the website? E.g. a visitor directly dials out the number by typing it directly on their phones.

Ans: That’s the beauty of website call conversions, this conversion will be tracked.

GOOGLE WEBSITE CALLCONVERSION TRACKING -

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Google website call conversion (WCC) tracking

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