AdWords And Google Voice Hook Up To Form "AdWords Call Metrics"

Google’s objective in making call tracking available — offering both local and toll-free (VoIP)  numbers — is to show advertisers that AdWords is driving more value than they realize. In other words, Google is seeking to expose the additional ROI that AdWords drives in offline actions and activity. (That’s where most of the transactions are in fact.)

AdWords Call Metrics is available for both PC and mobile campaigns on “high end” devices (smartphones with full browsers). There’s no associated fee or change in the pricing of campaigns that choose to utilize call tracking.

Designated business number

AdWords Call Metrics routes calls from the  VoIP tracking number to a designated business number. Google captures time of the call, call duration and (soon) area code. However marketers will only get reports on area codes in the aggregate; they won’t get individual call records.