A great deal of business’s phone calls come from clicking on a Google ad. In fact, according to Google, 70% of all mobile searchers have called a business directly from search ads. To track those calls and identify their source, Google launches the “website call conversions” feature – a powerful way to identify and measure calls from your website that occur after an ad click.

Basically, website call conversions dynamically inserts a Google forwarding number on your website. This number measures the calls made by those customers that landed after clicking your ad. Whether they click on the number or dial it directly from their phone, the call conversion and value are attributed back to the keyword and the ad that drove the customer.

This feature is a great help in understanding which keywords and ads are driving the most phone calls from your website and which are generating more valuable calls. You can even determine different values to calls originating from different pages in your website.