Soon, import call conversion data into AdWords for better attribution & optimization

AmsStudio / Shutterstock.com To help businesses track calls generated from AdWords ads for better attribution and campaign optimization, advertisers will soon be able to import call conversion data into Google AdWords. Currently, advertisers measure the success of click-to-call ads and website phone clicks by call length — advertisers set the call length minimum before a conversion is counted based on the time a typical successful inbound call lasts. With imported call conversions, advertisers will be able to attribute actual closed deals, sales or other conversion actions generated by ads down to the keyword level. Update: Initially I wrote that the limitation with imported call conversions is that advertisers can’t import the actual value of a deal generated by each call. In fact, advertisers can import actual revenue data along with other call data from a CRM — that’s big. Advertisers can also assign values to different conversion types, like a request for a quote, a new booking or other action in the customer journey. Being able to attribute actual conversion Search Engine Land Source

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