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

by Kim Jaso

We’re excited to announce that Google is now partnering with the CallTrackingMetrics team to offer businesses ways to better measure the lead quality of phone calls by sending call attribution data from Google Ads directly into CTM.

What’s new

While CallTrackingMetrics currently integrates with Google Ads so that you can capture call attribution data from your ads and ad extensions, now you will be able to select CallTrackingMetrics as your call analytics provider directly in Google Ads. Once saved, you can configure ads with phone numbers and after the first call to that number, you’ll be automatically generating accurate click-to-call data.

How does it work?

You can now send the below call attribution data from click-to-call phone calls to CallTrackingMetrics in real-time:

  • Google Click ID (GCLID) for calls lasting longer than 15 seconds
  • Campaign ID
  • Ad Group ID

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—instead of needing to match phone records to conversions. You’ll achieve greater insights with rapid access to accurate analytics that empower you to make important decisions about how to better serve your customers in real-time. Plus, triggers you have set up in CTM to external sources like Salesforce or HubSpot can now have access to the GCLID to sync data and insights across your organization’s tool kit.

User privacy and security

User privacy and data security are taken very seriously by Google. For this rollout, Google is limiting the user data it shares with CallTrackingMetrics, who has agreed to 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.

How can I get started?

Visit our Knowledge Base for more information on how to send data from Google Ads directly to CallTrackingMetrics. On the CTM side, make sure you’re using our Google Ads Direct Integration, available on our Marketing and Contact Center Plans.

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