If your business drives sales over the phone from its website or digital advertising, you’ll want to track the leads, conversions, and other actions from these phone calls to prove the ROI of your marketing efforts.
Tracking phone calls in Google Analytics can give you data like keyword and campaign performance and give you the ability to understand conversion paths, allowing you to better optimize your website and campaigns. There is a couple of ways to track phone call leads and sales in Google Analytics: using Google’s native phone call conversion tracking, or by integrating your call tracking software with Google Analytics. Here’s how it works.
How to Track Phone Calls in Google Analytics
You can track phone calls that originate from a phone number on your website using Google’s phone call conversion tracking. This is the simplest way to figure out how effective your ads are at driving phone calls from your website. This is accomplished by placing dynamically-generated Google forwarding numbers that replace your phone number on your site. Here’s how to set up call tracking in Google Analytics.
- First, you must have call extensions and call reporting set up in your Google Ads account.
- Create your phone call conversion actions in Google Ads. These actions should be whatever you consider a conversion. Such as “appointment set” or “item purchased”.
- Set your call length. This is what determines a “conversion” in Google Analytics, so you’ll need to know the duration of a typical phone call when conversions occur.
- Check your code and start tracking calls! Note that it can take a few hours for your ads to be enabled for this conversion action and that you will be charged for the ad clicks when you’re testing it.
The great thing about using the native call tracking in Google Analytics is that Google provides the service at no charge. Well, you’re still paying for the clicks on your paid search ads, but you get call data in Google ads for free. There are some drawbacks to tracking calls in Google Analytics this way, however.
The Drawbacks of Using Google’s Native Call Tracking
- Google can only determine a conversion using call duration as a proxy - This means that any call that lasts more than two minutes, for example, will be counted as a conversion. That means customer service calls, people being placed on hold, product inquiries, and other non-sale outcomes will be counted as conversions. This can significantly skew your cost per acquisition (CPA) and make your return on ad spend (ROAS) look artificially high.
- Google can only track conversions from ads - This means that only calls that are a result of someone clicking on your paid search result and then landing on your website are tracked. If a customer sees your ad, but does not click on it and returns to your website later and then calls your business, the call will not be tracked and conversions will not be recorded.
- Google can't provide any call insights - While Google can provide data like keywords, ads, ad groups, and campaigns that are leading to inbound calls, you can’t get any other data from the call to get insight into what is happening on the calls and to build complete customer profiles.
Why You Should Use Call Tracking Software to Track Calls in Google Analytics
Integrating a call tracking platform like Invoca with Google Analytics will allow you to take your web optimizations to the next level. This will help you drive more conversions on the phone and on your website, and it can also help you significantly reduce your CPA, which is always a good thing. Watch this video to see how getting call attribution and creating audience segments in Google Analytics works.
Now, here are the advantages of using call tracking software with Google Analytics.
- More accurate phone call conversion reporting - When you use a call tracking platform like Invoca with Google Ads, you can use AI-powered conversational analytics to accurately and automatically detect conversions that happen on the phone. You can also detect, segment, and report on more phone call events with call tracking, like product interest shown, service call, appointment set, or any call outcome that matters to your business.
- Insight into what is happening on sales calls - Using AI-powered conversational analytics tools like Invoca Signal Discovery, you can uncover customer interactions that you did not know were happening, like customer complaints, website issues, or people calling to buy products that you aren’t advertising. This data is used to create new event Signals so you can report and track them in Google Analytics.
- Additional call data for ad optimization - Using call tracking with Google Analytics gives you a wealth of information like keywords, ads and campaigns, and specific web pages that drove calls, and even keywords that were spoken on the calls to help you optimize your campaigns. You can also access call recordings and listen to exactly what your customers are saying.
- Ability to track calls that aren’t from ad clicks - When you use a call tracking platform with Google Analytics, you can also track calls from your website that were from direct or organic traffic. You can also track calls from all types of paid media including display, paid search, YouTube ads, and more. Note that you can only view your website call data and data from Google properties in Google Ads. Microsoft Ads (aka Bing) for example cannot be viewed in Google Analytics, but can be seen in their analytics platform or in Invoca’s reporting.
- Data to create call-based customer segments in Google Analytics - You can drive even more conversions by creating call-based segments in Google Analytics using call tracking data. For example, you can identify callers who did not submit an application, and create an audience that you can send to Google Ads or Google display network. This audience can be retargeted or pushed for paid search to help re-engage people who did not finish their application.
How to Use Invoca Call Tracking with Google Analytics
1. Create Goals in Google Analytics based on Call conversions
Your integration reports your Invoca phone calls and Signals to Google Analytics as Events. Events appear in the Behavior reports. If you want to see Invoca data in other reports or to create Audiences based on the data, the first step is to create new Goals based on these conversions.
For comprehensive steps on how to create Goals, see Google’s documentation here.
- In Google Analytics, navigate to Admin.
- Under the desired View, click Goals.
- Create a new Goal and choose the Custom radio button.
- Give the new goal a name and slot ID and select the Event type.
- To create a Goal for calls, enter “Invoca Call” in the Action field. To create a Goal for a Signal, enter the Signal name that is passed in the webhook for the Action.
- Choose if you would like to enter your own hard-coded value for the Goal.
2. View call tracking data in your Google Analytics reports
Google Analytics provides many different reports to help you understand visitor behavior. We’ll cover a small set of reports at your disposal to view Invoca data in Google Analytics, but keep in mind that Invoca-related conversion goals can appear in any report that shows goals!
The Realtime > Events report can be helpful to confirm Invoca is successfully reporting calls and Signals to Google Analytics. One great way to see how this report works in action is to place a test call to one of your Invoca promo numbers. Not long after your call, you should see the Invoca Call event populate in the Realtime table.
This report provides a breakdown of all events with the option to include secondary dimensions. You might find it helpful to add secondary dimensions to see the Source or Medium driving Invoca events.
Top Conversion Paths
The Top Conversion Paths report visualizes the path to conversion based on Source, Medium, Campaign, or Keyword. It’s a great way to see all the different marketing campaigns or channels that led to a conversion goal. Be sure to leverage the conversion goal filter in the upper left.
3. Use your call tracking data to create new audiences in Google Analytics for targeting
Creating Audiences in Google Analytics is very useful. The audiences can be published to advertising destinations, such as Google Ads and Display & Video 360, to be used in targeting and suppression. This helps you deliver more relevant and compelling ads to your consumers.
Follow the steps outlined here to create an Audience based on users who completed a goal conversion related to an Invoca call — or, preferably, a Signal. While it’s possible to target users who call, we recommended you create your audiences based on Invoca Signals instead, to get more granular targeting based on the types of calls and callers you value most.
Learn more about what you can do with call tracking and Google in the Call Tracking Study Guide for Marketers.