Hi all, trying to get my head around offline conversions and hoping somebody can help.
Can I track conversions where someone has clicked an add, viewed details (my email / phone number) on a website, and acted on that by calling me or emailing me outside of Google (i.e. haven’t filled out a form, clicked my phone number or email on the site). Presumably I would upload the phone numbers / emails that contact me and Google would see if one of those was associated with and account that has clicked an ad.
Introduction
When it comes to measuring the success of online advertising campaigns, the focus is often on clicks, views, and online actions. However, in many cases, the ultimate goal of an ad is to drive offline conversions, such as phone calls. In this blog post, we’ll answer the question posted above by this Reddit user, we’ll discuss what offline conversions from phone calls are, how they work, and the benefits they can provide to businesses.
What are Offline Conversions from Phone Calls?
Offline conversions from phone calls occur when a potential customer sees an ad, clicks on it, views the details, such as a phone number, on a website, and then calls that number. This means that the call was not made through a Google forwarding number, but rather the number provided on the website. Google Ads allows businesses to track and measure these types of conversions, giving them a more complete picture of the success of their advertising campaigns.
How do Offline Conversions from Phone Calls Work?
To track offline conversions from phone calls, businesses need to set up call tracking. This involves adding a snippet of code to their website that dynamically inserts a unique phone number for each visitor. When a visitor calls that number, the call is tracked and attributed to the specific ad and campaign that drove the visitor to the website. Google Ads then reports on these conversions, allowing businesses to see which ads and campaigns are driving the most phone calls and conversions. We’ve written a detailed guide about it here!
Benefits of Offline Conversions from Phone Calls
There are several benefits to tracking offline conversions from phone calls. Firstly, it allows businesses to have a more complete understanding of the impact of their advertising campaigns. By tracking phone calls, businesses can see which ads and campaigns are driving the most conversions, and can adjust their advertising strategy accordingly.
Another benefit of tracking offline conversions from phone calls is that it allows businesses to optimize their ad campaigns for phone calls. For example, if a business sees that a certain ad is driving a high number of phone calls, they may choose to increase their bid for that ad, or to adjust the ad copy to better appeal to customers who are likely to call.
Finally, tracking offline conversions from phone calls allows businesses to better measure the return on investment (ROI) of their advertising campaigns. By knowing exactly how many phone calls are being generated by each ad and campaign, businesses can more accurately calculate the cost per lead and the overall ROI of their advertising efforts.
Conclusion
Offline conversions from phone calls are an important metric for businesses to track when measuring the success of their advertising campaigns. By setting up call tracking and tracking phone calls, businesses can gain a more complete understanding of the impact of their ads and campaigns, optimize their campaigns for phone calls, and better measure the ROI of their advertising efforts. If you’re running a business and using Google Ads to drive phone calls, be sure to set up call tracking to ensure you’re getting the most out of your advertising budget.
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