How Call Tracking Works in PPC Campaigns
Call tracking links your online ads to offline phone calls, helping businesses understand which PPC campaigns drive valuable leads. By assigning unique numbers to ads, it tracks call sources, durations, and outcomes, offering insights to improve ad performance and budget allocation. Key features like Dynamic Number Insertion (DNI) match calls to specific campaigns, while metrics like call duration, timing, and keyword attribution help refine strategies. Industries like healthcare, legal, and home services benefit most, as phone calls often convert at higher rates than online forms. For UK businesses, compliance with GDPR is a must when implementing call tracking.
Key Points:
- What It Does: Tracks which ads generate phone calls.
- How It Works: Uses unique numbers and tools like DNI to attribute calls to campaigns.
- Why It Matters: Phone calls convert better than online forms, with higher order values.
- Industries Benefitting: Healthcare, legal, home services, real estate, and travel.
- Compliance: UK businesses must adhere to GDPR for call tracking.
Call tracking transforms PPC campaigns by providing actionable data to optimise ad spend and improve ROI.
How to track PPC calls in Google Ads: Full Tutorial
How Call Tracking Works with PPC Campaigns
Call tracking integrates seamlessly with PPC campaigns by assigning unique phone numbers to visitors based on how they arrive at your website. These numbers are tied to specific referral sources, making it easy to trace calls back to the campaigns that generated them. This setup relies on tools like Dynamic Number Insertion (DNI) and detailed source tracking to deliver precise insights.
Dynamic Number Insertion (DNI)
Dynamic Number Insertion (DNI) is a key feature that powers call tracking in PPC campaigns. It works by assigning a unique phone number to each online source and displaying that number to visitors based on how they reached your website. For instance, if someone clicks on your Google Ads campaign, they’ll see one number, while visitors from other sources will see different numbers – all calls still connect to your main business line.
"Dynamic number insertion is a call tracking feature that assigns a unique phone number to each online source and then displays that phone number to visitors who arrive at your website via that specific source." – Darrell Tyler, Senior Manager, Organic Growth at CallRail
This system operates through a script on your website that identifies the visitor’s source and updates the displayed phone number in real time. It can track calls from specific keywords, ad groups, or ads, offering unmatched precision.
A great example of DNI’s impact comes from Top Level Management, a CallRail client. By combining dynamic number insertion with visitor call tracking, they managed to reduce customer acquisition costs by 66%. Their analysis revealed that 70% of their clients’ leads came from phone calls, compared to just 30% from online forms. To ensure your DNI setup is functioning properly, test it by clearing cookies or using private browsing to simulate clicks on your PPC ads.
Tracking Call Sources
While DNI assigns unique numbers, tracking call sources provides the data needed to tweak and improve your PPC campaigns. Call tracking collects data from various sources, including call-only ads, call extensions, and website calls. By using different phone numbers for each marketing channel or campaign, you can identify which strategies are driving calls and conversions. This data allows you to follow the journey of each call, from the initial keyword search to the final conversion.
For example, HawkSEM shared the success of an ecommerce client who switched from generic ad copy to call tracking. By linking calls directly to specific ads, they found that promoting "Fast Delivery" resonated well in certain regions. This insight led them to adjust their strategy, significantly boosting both call volume and lead quality.
"By tracking which ads result in phone calls, we can pinpoint the specific messaging elements that drive engagement." – Debbie Chew, Global SEO Manager at Dialpad
Armed with this level of detail, you can focus your budget on high-performing campaigns, refine your messaging, and enhance content that generates phone inquiries – whether it’s blog posts, white papers, or webinars. This data-driven approach directly improves the ROI of your PPC efforts.
UK Regulations and Compliance
If you’re implementing call tracking in the UK, it’s crucial to comply with data protection laws, particularly GDPR. Visitors must be informed that their calls may be recorded and tracked. Update your privacy policy and include clear notices on pages displaying tracked numbers.
UK businesses are also required to use GDPR-compliant data processing agreements. Your system should allow you to manage data retention periods – typically between 12 and 24 months – and offer options to delete data upon request. Call recordings must be stored securely and only accessed by authorised staff.
When working with international call tracking providers, ensure that any data transfers meet UK standards. Many providers offer UK-based data centres, which not only ensure compliance but also improve reliability and speed.
"By tracking call data, we’ve been able to fine-tune our ad messaging in real time, which has enhanced the quality of leads we generate." – Fawaz Naser, CEO of Softlist.io
To balance compliance with user experience, implement cookie consent mechanisms that allow visitors to opt out of call tracking while still providing access to your main business number. Following these regulations not only safeguards your business but also ensures your PPC campaigns remain transparent and effective.
Key Metrics and Data from Call Tracking
Call tracking provides a treasure trove of data that reshapes how businesses analyse PPC campaigns. By uncovering caller behaviour, campaign performance, and the quality of conversions, it equips businesses to make sharper decisions about budgets and strategies.
Main Metrics Tracked
Call tracking systems capture a wealth of information for every enquiry, including the caller’s phone number, location, device type, timing, call duration, and call status. For UK businesses, timing data is particularly useful, as it highlights peak periods for enquiries, helping to fine-tune staffing schedules.
One standout metric for PPC campaigns is source attribution. This shows which keyword, ad group, or campaign triggered the call. It also includes details like the landing page the caller visited and their browsing activity leading up to the call.
AI-powered tools take things further by categorising call outcomes and tracking conversions, linking calls to sales, appointments, or qualified leads. These insights are invaluable for calculating ROI and assessing campaign performance.
These metrics go beyond just counting call volume. They uncover patterns and trends that help businesses refine their strategies for better results.
What Call Data Tells You
Call tracking data often reveals trends that traditional PPC metrics overlook. For instance, some keywords might drive fewer website visits but lead to high-quality phone calls. On the flip side, high-traffic keywords might generate calls that don’t convert, exposing a mismatch in search intent. Metrics like call duration and outcomes also shed light on lead quality – short calls often point to unmet expectations, while longer ones suggest genuine interest. Specsavers, for example, saw a 59% rise in PPC visits leading to calls by using AI-driven call tracking.
Location data provides another layer of insight, showing geographic trends that allow businesses to tweak location-based bidding strategies. This is particularly helpful for UK companies catering to different regions.
Timing insights are equally valuable. Knowing when high-value calls are most likely to happen lets you adjust ad scheduling and focus your budget where it matters most. For instance, if most conversions occur during specific hours, you can ramp up bids during those times and cut back during less productive periods.
"Injecting goal events from phone calls was an absolute game-changer for our digital strategy, allowing us to make intelligent, data-driven decisions for paid search." – Tom Malbon, Marketing Intelligence Manager
Using Call Data to Improve ROI
The insights from call tracking can directly impact ROI by enabling smarter campaign adjustments. For UK businesses, this means using call data to fine-tune budgets and strategies. For example, knowing which keywords drive valuable calls allows you to bid more aggressively on those terms while identifying negative keywords that drain your budget.
Call tracking also helps with budget allocation. Take Flight Centre, which used call tracking to improve lead quality, achieving a 44% conversion rate for PPC-driven enquiries.
Real-time bidding becomes more effective when call tracking integrates with PPC platforms. Stoneacre, for instance, boosted sales enquiries by 300% by using AI to optimise its campaigns.
Landing page optimisation is another area where call data shines. If specific pages consistently lead to calls, improving those pages can make it even easier for visitors to reach out. On the other hand, pages with high traffic but few calls may need a messaging overhaul.
"ResponseTap provides granular data across our marketing channels which enables us to optimise marketing spend, performance and return." – Anna Robinson, Digital Campaign Manager, Virgin Money
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Benefits of Call Tracking for PPC Campaigns
Call tracking has transformed how UK businesses evaluate and enhance their PPC campaigns. By linking phone calls to specific ads, it provides a clearer picture of ad performance and helps businesses make smarter decisions to improve results.
Better Attribution for Offline Conversions
Standard PPC metrics often miss the mark when it comes to offline actions. For instance, if someone clicks on your ad but chooses to call your business instead of filling out an online form, that conversion typically goes unrecorded. Yet, phone enquiries convert at an impressive rate of 40%, compared to just 20% for online forms. Additionally, phone leads tend to generate order values that are 25–30% higher than those from online sources.
"Phone calls offer a personal touch that digital interactions often lack. They allow us to build rapport with potential clients, answer their questions in real-time, and provide immediate assistance. This personal connection can be crucial in the legal field, where trust and communication are paramount." – Oliver Morrisey, Attorney and Business Owner, Empower Wills & Estate Lawyers
A great example of effective call tracking comes from Mid-Atlantic Door Group’s Overhead Door™. They used a memorable phone number, "888-OVERHEAD", to simplify tracking across multiple locations while reinforcing their brand.
"Instead of a random number, which can often be forgotten, we are able to show our branded name one more time!" – Justin White, Vice President, Residential & Marketing, Mid-Atlantic Door Group’s Overhead Door™
Combining call tracking software with customer service training can further enhance attribution. By asking callers how they found your business and recording details like call duration and outcomes, companies gain a deeper understanding of their campaigns’ effectiveness.
Better Reporting and Analytics
Call tracking goes beyond simply counting calls – it provides a full view of the customer journey. From the initial keyword search to the final conversion, businesses can access detailed insights such as call duration, location, and outcomes.
For UK advertisers, this level of detail is crucial for refining budgets. Knowing which campaigns drive the most valuable calls at specific times helps optimise ad schedules and bidding strategies. Tracking revenue in pounds sterling back to individual keywords also allows for precise calculations of return on ad spend.
"Before using Mediahawk, we lacked visibility into which keywords were driving valuable calls. It was a guessing game that often left us uncertain about our ad effectiveness." – Victoria Markianos, PPC Specialist, Springup PR
"The care homes we help can see exactly what calls they get from PPC, listen to them, and assess how well their team handles enquiries. That clarity is invaluable." – Adam James, Founder, Springup PR
Armed with this data, businesses can focus their efforts on strategies that deliver real-world results, rather than relying on surface-level metrics.
Higher ROI Through Data-Driven Changes
The insights gained from call tracking directly lead to smarter decisions and higher ROI. Phone calls driven by PPC ads convert at rates 10–15 times higher than clicks alone, making it essential to optimise for these interactions.
For example, Stoneacre saw a 300% rise in sales enquiries by using AI to refine its campaigns. They also achieved a 79% increase in click-to-call conversion rates and a 21% boost in average order value by incorporating call tracking data into their bidding strategies. Similarly, Broughton House Veteran Care Village reported a 300% jump in inbound enquiries, a 47% increase in admissions, and £900,000 in potential annual revenue gains through strategic call tracking.
Call tracking helps businesses identify high-performing keywords for aggressive bidding, uncover negative keywords, and gain audience insights to fine-tune targeting and messaging. Rogers Communications, for instance, reduced its cost per acquisition by 82% and increased net revenue by 18% by integrating AI-powered call tracking with Google Ads.
"You’ll increase your returns by making sure ads are shown to the people who are most likely to convert and spend." – Matt McGillicuddy, Head of Growth Marketing at Infinity
Integrating call tracking with automated bidding systems represents a powerful way to optimise PPC campaigns. Advertisers who combine first-party data with offline conversion imports have seen a median 10% increase in conversions compared to traditional tracking methods. This allows for real-time adjustments based on call outcomes, ensuring campaigns continually improve.
For UK businesses looking to get the most out of their PPC budgets, call tracking is no longer optional. With 84% of marketers reporting that phone calls convert better and generate larger order values than other engagement methods, it’s a tool that delivers undeniable results.
How to Set Up Call Tracking: Steps and Best Practices
Setting up call tracking allows UK businesses to gather valuable insights into phone conversions. With proper configuration, you can start collecting meaningful data within days. Here’s how to get started and ensure accurate results.
Steps to Set Up Call Tracking
First, choose a method that aligns with your business needs. Google Forwarding Numbers is a popular option, assigning dynamic phone numbers to your ads. This method helps you attribute phone conversions to specific campaigns, ad groups, or keywords.
To enable Google Forwarding Numbers, log in to your Google Ads account, navigate to the "Call reporting" option under Admin settings, and switch it "On." The system will then generate forwarding numbers that appear in your ads, seamlessly routing calls to your actual business line.
Call extensions are another effective choice, letting customers contact you directly from your ad. For businesses focused primarily on phone conversions, call-only ads prominently display your number, making it easier for potential customers to reach out.
If you need advanced attribution capabilities, consider using third-party software. These tools can distinguish between high-value leads and less relevant interactions. Setting them up typically involves adding a tracking code to your website and integrating it with your analytics and bidding platforms.
One key configuration step is setting a minimum call duration. This helps filter out short calls that don’t represent real conversions. For instance, setting a threshold of 30 seconds ensures only meaningful interactions are counted.
Best Practices for Call Tracking
Once you’ve set up your tracking system, ongoing optimisation is essential. Align your tracking with your business goals by defining what qualifies as a conversion. For example, a 10-second call asking for directions shouldn’t carry the same weight as a detailed consultation enquiry.
Regularly analyse your data to uncover patterns that can improve campaign performance. Identify which keywords drive calls from your PPC ads and use conversation analytics to understand customer behaviour better. As Justin Deaville, Managing Director at Receptional, notes:
"Mediahawk helps us see which marketing methods are generating calls, then we prioritise our spending accordingly. For one client, when we started using Mediahawk we were able to generate five times as many calls – without increasing ad spend. You can imagine how happy the client was."
Keep an eye on missed call reports. If many calls are coming in outside business hours, consider adjusting your ad schedule or adding an after-hours service.
Training your staff is another crucial factor. Use call recordings to spot areas where customer service can improve. Encourage your team to ask callers how they found your business – this can provide valuable insights beyond the data.
Finally, integrate your call tracking with existing analytics tools to gain a unified view of customer behaviour. As Tom Malbon, Marketing Intelligence Manager, explains:
"Injecting goal events from phone calls was an absolute game-changer for our digital strategy, allowing us to make intelligent, data-driven decisions for paid search."
Built-In PPC vs Third-Party Call Tracking
Deciding between built-in PPC call tracking and third-party solutions largely depends on your call volume and business needs. Here’s a quick comparison:
| Feature | Google Ads Call Tracking | Third-Party Solutions |
|---|---|---|
| Cost | Free with Google Ads | Monthly subscription fees |
| Setup Complexity | Simple, integrated setup | Requires additional setup |
| Attribution Accuracy | Basic attribution | Advanced, multi-channel |
| Call Analytics | Limited reporting | Comprehensive insights |
| CRM Integration | Limited options | Seamless integration |
| Call Recording | Not available | Full recording and transcription |
| Cross-Platform Tracking | Google Ads only | Tracks all marketing channels |
For businesses that rely on Google Ads and have a modest call volume, the built-in Google Ads call tracking is a cost-effective, straightforward option. However, if phone calls form a significant part of your revenue, third-party tools offer enhanced analytics, better attribution, and automated reporting. These features can significantly improve campaign performance and justify the investment.
Conclusion
Call tracking has reshaped how PPC campaigns are evaluated, offering a clearer picture of the customer journey. Instead of relying solely on incomplete online data, it connects the dots from the initial search to that all-important phone call.
Key Takeaways
The numbers speak volumes: 84% of marketers highlight that phone calls deliver higher conversion rates and larger average order values, generating 10-15 times more revenue than web leads. This reinforces the earlier point about the strong ROI and detailed insights call tracking brings to the table.
For agencies ignoring call tracking, the potential loss is staggering – up to 80% of leads from PPC campaigns could go unnoticed. This isn’t just a missed opportunity; it’s lost revenue. As shown in previous case studies, optimising call tracking can give businesses a real edge.
Call tracking also helps distinguish between sales calls and general service enquiries, offering more precise data for ROI calculations and smarter budget allocation. Knowing which keywords, ads, and campaigns drive actual sales calls is a game changer.
On top of that, it supports more strategic bidding. Matt McGillicuddy, Head of Growth Marketing at Infinity, explains:
"You’ll increase your returns by making sure ads are shown to the people who are most likely to convert and spend."
With call conversion data feeding into AI bidding systems, campaigns can continuously improve. Machine learning identifies patterns in successful phone conversions, allowing bids to be adjusted for maximum impact.
Next Steps for UK Businesses
To make the most of these insights, businesses in the UK can take actionable steps to enhance their PPC campaigns.
Start by defining clear goals for call tracking. This will help identify the features and integrations your business needs. At the same time, ensure compliance with UK data protection laws, particularly the Data Protection Act 2018, which requires explicit consent for recording calls. Choose a solution that handles this seamlessly.
For businesses aiming to maximise PPC results, professional expertise can make a huge difference. The PPC Team offers tailored strategies that combine effective advertising with detailed reporting and conversion rate optimisation, leveraging call tracking insights to boost performance.
Whether you opt for Google’s built-in call tracking for basic needs or invest in a more advanced third-party solution, the key is to start measuring the metrics that matter. As Laura Caveney puts it:
"PPC call tracking is the definitive way to prove that your paid marketing efforts are driving new leads and impacting your bottom line."
FAQs
What is Dynamic Number Insertion (DNI) and how does it improve call tracking in PPC campaigns?
Dynamic Number Insertion (DNI) is a smart tool that assigns a unique phone number to each visitor or marketing source. This makes it possible for businesses to pinpoint exactly which PPC campaigns or keywords are generating phone calls.
By connecting incoming calls to their specific ads or channels, DNI offers precise attribution for conversions. This insight helps businesses fine-tune their campaigns and get the most out of their marketing budgets. It’s especially useful for improving targeting strategies and boosting the overall effectiveness of campaigns.
What do UK businesses need to know about GDPR compliance when using call tracking?
UK businesses need to adhere to UK GDPR rules when using call tracking systems. This means they must obtain explicit consent from individuals before recording any calls and clearly outline why the data is being collected.
It’s also crucial to stick to data minimisation principles – only gathering the information that is absolutely necessary and ensuring there’s a lawful reason for processing it. On top of that, companies need to implement strong security measures to safeguard sensitive data and keep detailed records of all processing activities to show they’re meeting legal requirements.
Keeping up with UK GDPR regulations isn’t just about avoiding fines – it’s also a way to earn and maintain customer trust.
How does call tracking help optimise PPC campaigns and boost ROI?
Call tracking offers a clear window into the performance of your PPC campaigns by pinpointing which ads, keywords, and campaigns are driving phone calls and conversions. With this data in hand, you can fine-tune your budget, investing more in the areas that work and scaling back on those that don’t.
It also bridges the gap between online and offline activity by linking phone enquiries to specific online ads. This gives you a more complete understanding of how your campaigns are influencing potential customers. On top of that, advanced tools, such as AI-powered call analysis, can assess the quality of calls and customer interactions. This added layer of insight helps you refine your approach and get the most out of your investment.
