Attention PPC Account Managers everywhere! Gone are the days of tediously navigating external API’s in order to access your mobile call performance data. Click-to-call conversions are now tracked right in AdWords. This function has actually been available for a couple of weeks, but has flown under the radar.

Earlier this week, our own Rachael Law wrote about the importance of efficiency in the daily life of a PPC professional. Account managers that have clients with high call volume will now be able to access mobile call data in the same venue as the rest of their performance metrics, as well as customizing the value of a phone call, providing another layer of tailoring to in-account analysis.

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“Hi, I’m calling to…what’s that you say? My conversion shows up right in the interface?! That’s spectacular! No, I’m not crying. Just cutting an onion, that’s all.” (Renato Ganoza/Flickr)

All that needs to happen in order to utilize this functionality is for a snippet of code to be placed on the pertinent landing page.

If you’re already familiar with setting up conversion tracking, the process will be familiar to you. First, create a new conversion with this button:

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And then you’ll give the conversion a name indicating its origin. Be sure to check the “Call on-site” selection for Source.

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That’s the only way that mobile site conversions differ from any other type of conversion set up. You’ll then encounter this screen, where you’ll customize type of conversion (lead gen or e-commerce), your conversion window, and you’ll assign a value to conversions.

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Then Google takes all this information and, voila, spits out your customizable mobile website conversion tracking code, which will look something like this:

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One small step for Google AdWords, one giant step for efficiency!

(Featured image by JD Hancock, Flickr)