Google announced yesterday that its AdWords Call Metrics capabilities have expanded to include more detailed reporting. When they first launched the feature to U.S. advertisers late last year, the reporting options were very limited and data were only available in aggregate.
This new release provides details on individual calls:
- Call start time
- Call end time
- Call duration
- Call status (missed or received)
- Caller area code
To access these reports, you need to visit the “Dimensions” tab in your AdWords interface. If you don’t already see it, it’s available in the drop-down box to the right of your other tabs.
- AdWords Dimensions Tab
Good News/Bad News
The good news is that call-level detail can give you a better sense of each keyword’s performance and the geographic distribution of your conversions.
The bad news is that there are still no ways to integrate this call data with a CRM or goal conversion in Google Analytics. It also doesn’t include caller ID information or integration with other ad platforms (adCenter, Facebook Ads, etc.).
Given the importance of tracking phone calls and analyzing conversion data to improve campaigns, I would not be surprised to see Google move towards a more robust integration with Google Analytics and even extend this tracking capability to other types of campaigns using their Google Voice technologies.
