CTM Blog


We’re Partnering with Google to Provide Even-More-Accurate Click to Call Data

by CallTrackingMetrics

Did you know that CallTrackingMetrics is a Google Partner? It’s true. And if you’re a CTM customer what that means for you is that you get even more from both platforms when you use them together.  As a Google Partner, we like to consider ourselves the perfect complement to Google platforms including Ads and Analytics. Beyond the official Google Partner program, we’ve also worked closely together to bring you a bidirectional Google Ads integration that allows information to be shared seamlessly across platforms. 

How it Works

The bottom line up front, call attribution data is sent directly from Google Ads to CTM. While CallTrackingMetrics currently integrates with Google Ads so that you can capture call attribution data from your ads and ad extensions, you can also select CallTrackingMetrics as your call analytics provider directly in Google Ads–something only a few can claim. Once you configure and save these settings, you can then create multiple ads with different phone numbers. From there, you can automatically start generating more accurate click-to-call data.

Click-to-call Tracking Options

Click-to-call data is sometimes missed in marketing efforts. Click-to-calls, are the phone numbers that come up with an organization’s ad that you can simply ‘click’ on your mobile phone to call. When you pair CTM with Google Ads, this data will go directly to CTM so you can see in one place how all of your campaigns are working–including click-to-call ads or those with call extensions. When you use Google Ads alone, this information can be missed. 

There are several options to send call attribution data from click-to-call phone calls to CTM in real-time. You can use: 

  • Google Click ID (GCLID) 
  • Campaign ID
  • Ad Group ID

Using the GCLID is now automatic in CTM. Every paid ad has a unique GCLID encrypted–automatically. By opting in to automatically send the Google Click ID (GCLID) to CallTrackingMetrics, you can use click-based offline conversion imports to more accurately attribute calls to conversions. This eliminates the time-consuming and error-ridden process of matching phone records to conversions. 

With this automatic and instant transfer of important information, you’ll get greater insights and instant access to accurate analytics so you can make more confident, data-backed marketing decisions in real-time. 

Not only do you get more information, but you also get that information more often. Using methods other than GCLID sync, there is often spotty information with gaps in data. When the GCLID is automatically assigned, data gaps are eliminated and you consistently get more information. In fact, you can get nearly 100% attribution from all devices and 100% attribution from mobile devices with GCLID encryption. 

With Google Ads alone you get: 

  • Campaign
  • Ad group
  • Keyword

With CTM and Google as Partners you get all the above plus:

  • Campaign name and ID
  • Source
  • Medium
  • Ad content
  • Generated GCLID
  • Caller details
  • More 

The more reliable and robust your information is, the better you can solve your customers’ problems, provide exceptional customer experiences, and optimize the campaigns driving the highest-value conversions. 

Data from CTM and Google 

Getting information about your customers is vital. So too, is getting information about where they found you online, their interaction history, and what keyword they’re searching for in relation to your product or service. Today organizations are realizing more and more that it’s all about providing an exceptional customer experience time and time again. When you have the right information immediately available, agents can go above and beyond and ‘wow’ your customers. 

When you use call tracking software with Google Ads and Analytics, you’ll uncover more in-depth data about your customers and their buying habits. You can use this information to close the gaps in your online and offline marketing efforts, fine-tune the right ad campaigns, consistently prove ROI, and drive conversions. 

Sharing Data with Integrations 

Most marketers have a pretty tall tech stack. You may use one platform for SEO, another for lead management, and a handful of others for various marketing insights and data. It’s important to coordinate this information between all platforms. CTM offers a way to not only share the data between platforms but also view all of this data in one place. 

With more than 40 integrations, you can easily share information between platforms. Using CTM’s Triggers, you can seamlessly link to other platforms like Salesforce or HubSpot

If you’re an agency managing client accounts, it’s important to assure them that their information (and their clients) is kept secure and confidential. CTM takes the security of our clients and all accounts seriously. 

User Privacy and Security

User privacy and data security are taken very seriously by both CTM and Google. As a Google partner, CallTrackingMetrics also follows Google’s strict data security terms. For example, no names of callers are shared, only their phone numbers as they would be for any other phone call. Furthermore, data is encrypted and only shared with CallTrackingMetrics if an advertiser grants them access. You can learn more about how Google protects user data here.

Get More Call Details with CTM and Google Ads 

Marketers understand how powerful Google tools like Ads and Analytics can be. When you use call tracking software and Google tools, you can take your marketing insight to the next level and close all gaps in data revealing vital information to help streamline and optimize your marketing efforts. 

Book a demo and see what Google and call tracking can do for your business. 

Already a CTM customer? Visit our Knowledge Base for more information on how to send data from Google Ads directly to CallTrackingMetrics.