Put simply, AdWords Call Tracking allows you to see which networks, campaigns, ad groups, ads, and keywords are sending people to your website that then pick up the phone and call your business. Ruler Analytics - a Google AdWords Technology Partner - has a native integration with Google AdWords meaning all of the data we collect regarding call conversions is accessible through the AdWords user interface.

This data means that we can better optimise your campaigns and achieve a better return on investment. The campaign, ad group, ad, and keyword are fairly attributed for their contribution towards influencing the decision someone made to call your business. The direct integration means there is no noticeable delay between the call and the conversion being reported in AdWords, so you can begin making smarter optimisations right away.
<h2>How AdWords Call Tracking Works</h2>
Whilst the technology behind call tracking is complex, the process is simple. Let’s say that three people visit your website and each of them found your website by a different keyword:

Person A - Keyword ‘Home Services’

Person B - Keyword ‘electricians in Wilmslow’

Person C - Keyword ‘Plumbing’

Although visitors to your website are anonymous, it’s possible to find out the referring information. This includes the source, campaign, channel, keyword and any custom URL parameters such as UTM and UCLID parameters.

With Ruler Analytics installed on your website, it will collect all of this referring information. Then for each visitor, it will serve up a unique phone number. This is known as dynamic keyword insertion.

Ruler’s technology associates the referring information with each unique number. So when the number is called, we are able to identify exactly which visitor made the call.

Because Ruler Analytics has a native integration with Google AdWords, we can share this information directly with them. It’s quick, accurate and happens in real-time. A few moments after the call, the conversion will show next to the relative campaign, advert and keyword.

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<h2><b>The Benefits of AdWords Call Tracking</b></h2>
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<span style="font-weight: 400;">Call tracking can help you optimise the delivery of your AdWords campaigns so that you focus on the keywords that deliver the most conversions. It helps you identify areas of performance that you would’ve never been able to spot without the help of AdWords call tracking.</span>

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<span style="font-weight: 400;">Alongside conversion tracking, call tracking also means you can listen back to inbound phone calls made to your company by people who visit from AdWords. This allows you to highlight improvements to your customer service as well as providing valuable information for your sales team. </span>

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