Measurement of Google Ads campaigns

If you need to measure the call conversions of your Google Ads campaigns in Infocaller, we help you get it!

Infocaller is a very useful tool when it comes to measuring the effectiveness of the investment in marketing campaigns whose objective is to achieve a conversion or telephone sale.

In this post we show you the different measurement strategies and how to use them with Infocaller numbering.

FOR OFFLINE CAMPAIGNS OR ONLINE “NO CLICK” ADS

In these cases, the potential caller sees an announcement that includes the phone number to call and makes the call without any additional interaction. For these cases the easy obtaining of additional numbers Infocaller allows to assign to each announcement a different telephone number. This will allow you to measure the number of calls and conversions that each ad generates.

FOR ONLINE CAMPAIGNS

The most common case is online campaigns that produce the visit to the advertiser’s website. In these cases, Infocaller can help measure the effectiveness of each Ad, either search or display. The measurement can be carried out with greater or lesser depth depending on the needs of the campaign.

Efficiency measurement of each ad

This is the most general measurement. If each ad has its own ‘landing page’, it would be recommended to have a different phone number on each page. In Infocaller you can register the number of calls received in each number and the number of conversions made.

If the ads lead to the same ‘landing page’ it is recommended to configure a tracking parameter in the URL that identifies each one. For example: “? AD = Ad1”.

On the landing page a different phone number should be presented for each ad, depending on the parameter received.

Click measurement integrated with Google Ads

This is the most sophisticated and detailed measurement. It also allows you to upload conversion results to Google Ads to analyze them in conjunction with online conversions. This will allow to analyze costs and yields in the greatest possible detail.

The first step is to activate the automatic labeling of campaigns in Google Ads. This can be done on the Google Ads website for all campaigns under “Account Settings / Settings /” and by checking “Enable Automatic Tagging.”

When you do this, on each visit from an ad, Google will add a parameter called “gclid” with a unique click identifier.

To associate the “gclid” with the telephone calls in which the off-line conversion will occur there are two methods that can be used on the ‘landing page’:

– Show a phone number for the customer to call

– Offering on the web the option “click-to-call / we will call you for free”.

Cick-to-call

If the “click-to-call” strategy adapts well to the campaign, this is the simplest way to implement conversion measurement from a technical point of view. It requires, however, knowledge of web programming.

On the ‘landing page’ a form is created in which the user is asked for their phone number. When entering it, the page must use the Infocaller API to generate the outgoing call to the user and connect it to the call center. The “gclid” value received from Google must be included in the Infocaller API call in the “User Variables” section. If a parameter that identifies each ad has also been set, it can also be added as an additional user variable.

When the call occurs, Infocaller will have the “gclid” associated with the call. Optionally also the ad identifier. These two data will be included in the information and integration APIs. Each campaign will use its own methods to determine if a conversion has occurred.

Finally, the data of each call received, its “gclid” and the result of the conversion will be available. Following the instructions of Google Ads for this purpose, this data can be uploaded to the Google Ads campaign (in batches or via Google API) to obtain a global and integrated report of online and offline conversions.

Show Phone Number

If what you want is to show the customer a phone number on the ‘landing page’ to call, the computer integration that we would have with the ‘click-to-call’ is lost. Therefore, a much more complex strategy is necessary to associate the “gclid” with a specific call. It is recommended for high value campaigns that justify the higher implementation cost. The strategy is based on dynamically associating a telephone number with a “gclid” for a certain period of time. The number of telephone numbers that will be necessary will depend on the number of simultaneous visits to the ‘landing page’ and the time each number associated with the “gclid” is to be maintained since it is displayed. For example, if you plan to receive 10 visits per minute and maintain the gclid-number association for 2 minutes, 20 telephone numbers would be needed. The operation of the ‘landing page’ would be:

– Select a free telephone number that does not have a valid association with a gclid. That is, the period of validity has elapsed since its previous use.

– Register the association of the number to the new gclid received. The date / time, telephone number and gclid must be stored in a database. Optionally also the ad code. When Infocaller receives the call, informational APIs will transfer the call information, including the called virtual number. That information must be reconciled by date / time with the data saved on the ‘landing page’ to determine the gclid associated with the call. It is necessary to know that, if the call does not occur in the validity time used, the association to the gclid will be lost or, depending on the frequency of the calls and the time it takes for the client to call, the call could be associated with another gclid valid casually at that time.

Finally, as with click-to-call, the data of each call received, its “gclid” and the result of the conversion will be available. Following the instructions of Google Ads for this purpose, this data can be uploaded to the Google Ads campaign (in batches or via Google API) to obtain a global and integrated report of online and offline conversions.

If you have any doubts contact us!