Why is telephone tracking important for businesses at Google Adwords?

In the age of digitization, everything revolves around efficiency and optimization – especially since 80-90% of all leads do not lead to any conversion and are therefore effectively worthless. Companies that work not only locally or even micro-locally are increasingly confronted not only with national but also international competition of all sizes. Especially in the B2B (Business to Business) sector, it is therefore important to have a detailed overview of the efficiency of each individual advertising channel and to quickly qualify potential customers.

In contrast to business with end consumers, e.g. online shopping customers, customers in B2B sales must first be qualified and then individually supported. Leads are normally qualified by telephone or lead-nurturing (this topic is dealt with in a follow-up article).

Telephone conversations often make it difficult to gain direct insights from the switched advertising campaigns, since conventional analytical methods cannot simply integrate and make measurable the “special” but actually for companies normal sales channel via telephone conversations and negotiations as well as the special features of the channel break of online/adwords on the telephone.

In this article we focus on the advantages and possibilities you have with call conversion tracking. There are two large fields in which your options can be divided: Firstly, the increase in the number of calls you receive over a certain period of time and, secondly, the increase in your conversion rate per call received.

If you would like to learn more about the technical details and how to set up call conversion tracking, please click here.

Your advantage:

With the collection of call data from potential customers you have a great information advantage. The data collected will tell you how, when and whether your advertising campaigns and sales work will lead to success and whether you will achieve the goals you have set. On this basis, you can then optimize your activities and sales and ensure long-term success.

With Call Conversion Tracking you can:

  • Optimize PPC ads to get more calls directly from search results
  • Optimize landing pages to get more calls through your individual landing pages
  • Better analyse, evaluate and optimise the performance of your sales staff

But how exactly does it work?

The external side

Simply put, link each campaign and each sales channel to a unique phone number, which is switched via Google Call-Conversion-Tracking. This enables you to collect and analyze all the data relevant to you and ultimately to react optimally to it in your advertisements, landing pages and also internally in sales.

The important data pillars for your optimizations are:

  • The number of calls
  • The duration of each call
  • The time of the call
  • The caller’s location
  • The performance of landing pages with regard to calls
  • The number of conversions

The practical thing is that you can find out exactly which campaign, which ad group and which keyword generated the call and thus find out which parts of the campaigns perform well or badly.

To increase the number of calls you receive directly from search results, you can add a phone number to each of your current ads. It is then possible to use Adwords to perform the above evaluation for calls from the search results (see screenshot). In the second step, you can then optimize your ads based on the data obtained in this way. You can also perform the same process directly with your landing pages and web pages to optimize the conversions there as well.

The internal page

Call conversion tracking also has advantages for your internal processes and employees. Using the data, you can strategically position your sales team by the time and location of all calls. Based on the data, you can increase the capacities of sales staff at peak times, for example, and better respond to the patterns in the call times in order to make more optimal use of your internal resources. For internationally operating companies, location data is also an important metric, as you can react to the business hours of other important economic areas with appropriately trained personnel. For example, if you receive many calls from a specific country, it may be worthwhile to call a trained sales representative to give the relevant landing pages and advertisements a special phone number.

Your newly acquired data also have the potential to analyse your sales team individually and to take measures if necessary. With a detailed overview of your call statistics and conversions, you can track the individual performance of each employee, optimize workflows and intervene to control them.


In general, call tracking gives you two ways to increase your sales success: on the one hand, you can optimize your marketing campaigns according to the data collected to receive more calls, and on the other hand, you can use the data to adapt your internal processes and sales instructions and thus increase the chances of success for each individual call.

Our recommendation is of course to start call conversion tracking as early as possible, because the more data you collect, the faster and better you can ultimately optimize your campaigns and processes.


Andreas Hoffmann