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Phone Call Tracking Tutorial
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Google Analytics / Adwords Integration Overview
Delacon plugs the gap with their online-offline
call tracking system by integrating with
Google Analytics / Adwords.
Google Analytics can track a user as long as they are on the web browser, but the connection breaks when the user calls the number on the web page.
Phone call tracking is a challenge in the current market for advertising companies whose revenue recognition results from a phone call for the number on their web page.
Google Analytics can track a user as long as they are on the web browser, but the connection breaks when the user calls the number on the web page. That is where Delacon plugs in the gap with their online-offline call tracking system by integrating with Google Analytics.
Please read on to know more about Delacon’s call tracking integration with Google Analytics. Briefly, a Delacon customer needs to provide their Google Analytics profile id for a successful integration.
- How does Delacon add call information into Google analytics?
Delacon customer provides their Google Analytics profile id to Delacon
A web user visits the customer’s web site. Delacon tracks that session and returns a phone number to the web page. It also tracks whether the session originated from a Google ad, search or a direct visit to the website.
The web user sees that phone number and if interested calls it. Logically, that’s a conversion.
Delacon system connects the call to the target customer, and recognizes it as a conversion.
Delacon system then adds call data to the customer’s Google analytics account which is then recognized as a conversion by pre-configured rules in customer’s Google analytics account.
- What does a Delacon customer see in Google analytics?
Delacon system adds call information as Events in the customer’s Google Analytics account. Although Delacon has a preset format of call data that will be added to the customer’s Google Analytics account. But we understand that not every customer requirements are same, so the call data logging can be enhanced upon agreement of requirements between Delacon and the customer. Following is an example of how call data can be presented in their Google Analytics account:
Once you are in Events, clicking on the “Overview” reveals all those categories under which Events are categorized. Drilling down from Categories to Actions and Labels, individual or grouped data can be obtained for the calls processed by Delacon system. An analytics user can have events getting added from multiple sources, and Delacon can be one of them. As mentioned earlier, based on agreement (if required), call data can be added as events based on customer’s specific requirements.
Following is an example of how events can be represented based on calls originating from Google-paid, Google-free, etc. type of leads:
- What does a Delacon customer need to configure in Google analytics?
As mentioned in previous sections, Delacon system adds call data as “Event” to the customer’s Google analytics account which is then recognized as a conversion by pre-configured rules in customer’s Google analytics account.
In Google Analytics, “Goals” are configured to track Events as conversions based on pre-defined criteria.
Following is a sample of how Goals can be configured to track events as conversions.
Following are the instructions to get to the Goal creation page in Google Analytics:-
- Sign in to your Google Analytics account at https://www.google.com/analytics/.
- Select the account that contains the profile you'll be creating goals in from the Overview page.
- Find the profile for which you will be creating goals, and click 'Edit' under the 'Actions' column.
- Under the 'Goals' section, select one of the four sets to create your goal in (each set contains up to five goals) and click 'Add goal.' You can create up to 20 goals if you use all four sets.
Once the Goals are setup, and Delacon system starts adding call data as “events” to the customer’s Google Analytics account, Goal conversion will start happening once the Goal criteria is met for the events getting added.
Following is a sample of how Goals conversions will appear in the Google Analytics account:
- Importing Google Analytics data in Google Adwords to recognize Analytics Goal conversions as Adwords conversions
If you have linked your Google Analytics and AdWords account then the goals that the customer creates in their Analytics account can be imported into AdWords appear as conversions. Please refer to the instructions below for linking the Google analytics and Google Adwords account:-
Once linked, follow the instructions below to import Google Analytics Data into Google Adwords:-
After logon, drop down the menu for “Tools and Analysis”, and click on “Conversions”
You need to have the “Import from Google Analytics” button enabled. If not, please contact Google Support for the same. It does not readily become available after linking the Adwords and the Analytics account.
Once enabled, click on the “Import from Google Analytics” button, to import the Goals that you want to import in Google Adwords for conversions.
View the screencast tutorial:
Integration with Google Analytics / Adwords
Please read the pdf to learn about Delacon’s call tracking integration with Google Analytics. Briefly, a Delacon customer needs to provide their Google Analytics profile id for a successful integration.
To download a pdf with details on how you can integrate your google analytics and adwords with Delacon, click the Phone Call Tracking Tutorial Image on the right!