Tracking the leads you get from Google AdWords campaigns is crucial to understanding if you’re running profitable AdWords campaigns for your business or for your clients. When you track leads you’re able to compare the cost of the lead (CPA… cost per acquisition aka cost per conversion) to the lifetime value you get from that lead (LV… lifetime value).
If CPA < LV then you’re running a profitable campaign.
Meaning, if the cost per lead is less than the lifetime value you get from that lead, then your campaign is profitable.
In order to determine profitability, you have to track leads.
There are three ways to track leads from Google AdWords.
1) Track lead form completions.
2) Track mobile “click to call” phone calls right from the ads.
3) Track website phone calls when people manually dial the phone number.
For more on the three ways to track leads, watch this short video.
Options 1 and 2 are easy to track. For lead form tracking, just slap conversion code from AdWords on the /thanks page people are taken to after they complete the form. And for mobile “click to call” phone calls from ads, just turn on conversion tracking in AdWords at the call-only ad level and/or at the call extension level.
But what about option 3? How do you track calls from the website when people manually dial your phone number? This used to be super hard, but now it’s easy thanks to a change AdWords recently made.
To get an understanding of website call tracking, please watch the video I linked to above, and also please read this article from Google.
These website phone calls used to be super hard to track. There were multiple pieces of code developers had to add to the website, and you have to add code on every single phone number on the website. It was a nightmare and was very hard to set up.
But recently Google hugely improved this process.
Now all you have to do is the following:
1) Go to the conversions section of AdWords.
2) Add a “calls from website” conversion.
3) Select the code option where you write in your phone number.
4) Then Google will generate one piece of conversion tracking code that you then need to put on all pages of your website (Google gives very clear instructions as to where).
5) And that’s it. Now, anytime someone comes to your website after clicking on an AdWords ad, the phone numbers on your website will automatically change themselves into forwarding numbers as the page loads and when the user manually dials that forwarding number, the call will be tracked in AdWords and your regular business phone number will ring.
Just like in life, in AdWords information is power. The more information you have about your AdWords campaigns, the more powerful the results you’re able to get.
Being able to track all leads from AdWords, including website phone calls, will allow you to know where all your leads are coming from, and then you can optimize your campaigns to allocate the most budget possible to the keywords and ads that are producing those leads.
And Google making the website call tracking easier to set up ensures that any advertiser can now track all leads.