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Until now tracking call conversion was limited to measuring the call length. The advertisers would set the minimum call length before a conversion based on the time a successful call lasts.

But not anymore. Advertisers will soon be able to import call conversion data, in order to help businesses, track calls generated from AdWords ads for better campaign optimization and attribution.

Now, advertisers can import the actual revenue data along with other call data from a CRM. And they can assign values to conversion types: a new booking, request for a quote etc. This is a very important step from just making an educated guess based on call length.

There are 2 options for advertisers to use imported call conversion data:

  1. Manual optimization
  2. Target ROAS automated bidding

In order to be able to import call conversion data into AdWords, you will need to use Google forwarding numbers and capture the caller’s phone number, the start time of the call and the call length. You will be able to attribute actual sales, conversion actions and closed deals generated by ads down to the keyword level.

This new update from Google can help you better optimize your campaigns, discover new keywords opportunities from search queries and you are able to attribute actual conversion data.

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