Google Ads

Keyword-level attribution and conversion optimization

Track calls down to the keyword level as conversions

In this bi-directional integration, send conversion data into Google Ads for optimization.

What is Google Ads?

Google Ads is Google’s powerful online advertising platform for paid search, display, and video advertising across channels like YouTube, Google search, and the web. Through Google Ads, you can create online ads to reach people exactly when they’re interested in the products and services that you offer.

How does the Google Ads + CTM integration (Google Ads Direct Connect) benefit my business?

CallTrackingMetrics matches a paid click to each caller, providing insight on metrics like:

  • Campaign
  • Ad Group
  • Keywords searched
  • Source & Medium
  • Landing page URL
  • And more

Combining CallTrackingMetrics and Google Ads allows marketers to track and attribute phone calls as conversions in Ads up to 90 days after the click took place. This ensures that credit is received and attributed for every call generated from Ads marketing efforts, while at the same time adding an extra layer of tracking.

Our Google Ads Direct Connect integration communicates directly with the Google Ads API, so you can simplify your account set-up, connect multiple sub-accounts at the agency level, and have your conversion data flow freely between Google Ads and CallTrackingMetrics. Marketers can seamlessly optimize campaigns around conversions, such as calls, form fills, sales, and appointments, within one platform.

“Marketers can seamlessly optimize campaigns around conversions, such as calls, form fills, sales, and appointments, within one platform.”

How does the Google Ads + CTM integration work?

Triggers in CallTrackingMetrics will automate sending conversion data into Google Ads to inform your smart bidding campaigns. You can choose what actions you want to count as a conversion, whether that’s a phone call that mentions a specific keyword or lasts over two minutes, or a text message or form fill from a customer. You can also map any conversion actions you already have configured inside of Google Ads into CallTrackingMetrics. Agencies managing multiple client sub-accounts can instantly link those to matching Ads accounts in one click, making setup seamless.

With this truly bi-directional integration, CallTrackingMetrics is also one of the only providers in the space with the ability to directly influence conversions for click-to-call and click-to-landing pages in Google Ads.

How to use CallTrackingMetrics for Google Ads call details forwarding for call ads

Google uses call forwarding numbers to collect click-level attribution data from calls generated by call-only ads, call extensions (assets), and location extensions (assets). When you use CallTrackingMetrics and Google call details forwarding together, you will receive click-level attribution data in real time when a call comes in from your Google ad. You can then use this detailed attribution about what generated the call, including campaign, ad group, and keyword, to:

  • Send qualified calls back to Google Ads as conversions for ad optimization through our Direct Connect integration
  • Record, transcribe, and route the calls based on customized triggers
  • View call data from all advertising sources (including Google Ads) in one easy-to-navigate dashboard
  • Use call scoring and tags to add quality identifiers to every call

The Complete Picture – Call Tracking and Google Ads

Unless they are accurately tracked, the value of phone calls will be unclear at best and grossly underestimated at worst. For example, imagine a marketing campaign that’s driving significant revenue via inbound calls while yielding few online conversions. A business that is not tracking and measuring those calls might decide to kill the campaign—cutting off an effective revenue stream—simply because they did not have enough information. Maximizing conversions requires a complete picture, including online and offline efforts. By integrating Google Ads with CTM’s call tracking and ROI reporting, marketers can truly see the entire length of the sales funnel. The result is a more data-driven marketing strategy that creates better leads, more conversions, and higher revenue.

What distinguishes our tracking numbers from Google’s tracking numbers?

Google’s Call Forwarding reports:
  • Call start and end time
  • Location
  • Caller area code
  • Whether the call was answered or not
  • Call duration
  • Call conversions
  • Call recordings for 30 days

CallTrackingMetrics reports:
  • All the information Google’s call tracking reports, PLUS
  • Call recordings beyond 30 days
  • Caller insights (including name, number, and location)
  • The caller’s IP address
  • The tracking number the viewer saw on your website
  • The landing page they came in on
  • Campaign, ad group, and keyword-level attribution data
  • The last recorded URL they were on before they placed the call
  • All historical interactions with that caller (previous calls, website visits, agent notes, conversions, and ratings)