On August 18, 2014, Google introduced website call conversions, a new tool that can identify and measure calls from a website. To do this, Google dynamically inserts a Google forwarding number on your site that measures calls made by customers who reached your page by clicking on a search ad. Whether a customer dials directly from their phone or clicks on the number to call, AdWords users will be able to attribute the call conversion and conversion value back to the keyword and ad that drove the customer.
With a much anticipated rise of mobile searches and recent buzz over call tracking necessity, Google picked an opportune time to roll out this new tool. Other call tracking services should beware as Google’s new call conversion tracking is expected to gain popularity fast not only for its convenience, but also because the tool is freely available to all users.