Google Ads Cost per Lead for Delacon Calls and Web Enquiries combined

Introduction

Cost per lead (CPL) refers to the Google Ads/AdWords costs to acquire a lead, a lead could be a phone call and/or a web enquiry.

If you are looking to calculate your cost per lead (CPL) for Delacon calls and Web enquiries combined from Google Ads/AdWords campaigns, ad groups, keywords and search queries, this guide will show how to set this up within Google Ads by creating custom columns.

Set up

Prior to completing the set up, please ensure you have completed the following steps:

Step 1. Call tracking set up - https://support.delaconcorp.com/hc/en-us/articles/360039310874-How-to-integrate-Call-Tracking

Step 2. Completing Google Analytics integrations this includes identifying your Delacon call within Google Analytics

Identify your goal completion for Delacon calls and Web Enquiries by following these steps:

Conversions >> Goals >> Overview >> Goal Option (see screenshot below)

Step 3. Linking your Google Ads with Google Analytics

Once you have completed the above, you will need to import Delacon call and Web enquiries from Google Analytics into Google Ads, see the below steps:

Login Google Ads at https://ads.google.com/
Click on Tool & Settings from the top right menu

Under 'Measurement' column select 'Conversions'

Click on the blue + button to add a new conversion

Choose 'Import'

Select Google Analytics the click continue

Select the Delacon calls and Web Enquiries as per identified in Step 2 above
Click "Import & Continue"

Creating Custom Columns for Cost per Delacon Calls

Custom columns offer a quick solution if you’re interested in seeing only part of the data for a metric. Custom columns also allow you to make your own metric based on existing metrics in Google Ads, for example 'Cost per Lead (CPL)'

The following steps show you how to create a new metric for the combination of 'Cost per Delacon calls' and 'Cost per Web enquiries', this is essentially your CPL for Delacon calls and web enquiries combined in a single metric.

Step 1:

Login to your Google Ads account, click on the Campaigns menu
Click on 'Columns' and from the list select ‘Modify Column...'

Step 2: Find and Click on 'Custom columns' then choose + CUSTOM COLUMN

Step 3: Insert a name for your Cost per Lead, for example: 'Cost per Delacon Calls and Web Enquiries'

Within the Formula field, Insert 'Cost' and select 'Cost' from the list

Once 'Cost' is added, Select 'Divide'

Select 'left parenthesis'

Then add 'Conversions' by typing 'Conversions' and select it from the list

Once 'Conversions' added, within the 'Segment' area on the right side click on the 'Conversions' menu

then click on 'Conversion action'

Find and select your 'Delacon calls' conversion, This will segment your 'Conversions' for 'Delacon calls' only, for example: 'Conversions: Delacon Calls'