Setting up Delacon AdWords Conversion Upload

Introduction

Delacon’s AdWords Call Conversions enables you to track calls (and the follow-on revenue) made by phone numbers

1. on the web pages shown as a result of google ad clicks
2. on the Call Extension buttons on the mobile phones or desktops

For the web page calls, Delacon’s call tracking script needs to be present on the web pages where the phone number needs to be shown.

For the Call Extension calls, Delacon’s phone numbers need to mapped with the Google Ads call extension integration.

To be able to track calls as Google Ad conversion, the following steps are required: 

1. Setup of your Delacon campaign and call tracking numbers (this step may be done by your Delacon Account Manager).
2. Setup Delacon’s AdWords Integration.
3. Setup Google Adwords Conversion Tracker
4. Setup Conversion Tracker details in Delacon system.
5. Enable default tracking on every call or upload the data via the “Delacon CRM Upload” mechanism.

Step 1 - Setup of CID and Call Tracking Numbers

This step will be done in conjunction with your Delacon Account Manager. Please speak to them before completing this step.

Step 1

Decide on the amount of call tracking numbers

You will need to make a decision on how many call tracking numbers you will need for your website call conversion tracking. The number of numbers you will need will depend on the number of impressions you expect your ads to receive.

Your Delacon Account Manager can help make that decision in consultation with you.

Step 2

Order Numbers

Once you have decided on the amount of call tracking numbers you require, you will need to order them. You have two options for ordering numbers:

Option 1: Self Ordering

You can order call tracking numbers with our self-ordering tool in the Delacon Portal. Please follow this guide to set up new numbers.

If you require a large amount of new numbers, please follow the process below.

Option 2: Email Delacon

Email orders@delaconcorp.com with the amount of new call tracking numbers you require and Delacon’s Provisioning Team will set these up for you or contact your account manager.

If you have an IVR:

If you have an IVR attached to the call extension numbers and you want to report on the menu tones selected by callers, please email your IVR menu tones to support@delaconcorp.com and copy in your account manager requesting setup of DTMF Capture and description.

Step 2 - Setup Delacon AdWords Integration

Follow the article here - Setup Delacon AdWords Integration

Part I: Authorising Delacon to access your Google Ads account

Part II Map your Delacon campaigns to your Ad accounts

Step 3 - Setup Google Adwords Conversion Tracker

This configuration is to be done on the Adwords account for which the access was provided in the previous section

Please follow the steps below to complete this process:

Note – These steps should be followed for the same login and adwords account for which the authorisation had been provided in the previous step.

• Login and navigate to Conversions

• Click on the “+” to add new conversion

• For the web page number tracking, select the following options

OR

For the call extension button tracking, click the following options

• Enter the details as desired on the following screen

Note – GFN needs to be enabled (Mandatory) for call extensions. This is because Delacon matches call against Google call details in order to obtain Ad group and Campaign data to send conversions in Google Ads. If you need to configure the conversions for call extensions, GFN is mandatory. To be able to upload a call extension conversion, a Google call log needs to have the log of the same call.

Note – It is recommended that the settings are chosen as shown, however, they are not mandatory to be chosen like that. ‘Conversion Name’ can be any name of your choice. Take note of that name, as it will be required for the following steps.

You’ll now see a screen which shows that you’ve created your conversion action

Step 4- Setup Conversion Tracker details in Delacon system

This step will be done in conjunction with your Delacon Account Manager. Please provide the following details from the steps carried out above:-

Service ID (CID)

Adwords ID

Conversion Name

Default Conversion Value

Default Currency Code

Tracking Type – Website clicks or Call Extension

Default Revenue Upload – Yes or No (Yes, if you want every call to be tracked with a default conversion value specified above or No, if variable revenue data will be provided later via “Delacon CRM Upload data” mechanism (outlined in the next step).

Delacon Account Manager will get this configuration populated in the Delacon system.

This completes the “Adwords Website Call Conversion Setup”.

Step 5- Delacon CRM Upload data upload

This step is required if you chose ‘No’ for Default Revenue Upload in the previous step.

Logon to Delacon portal to upload CRM data for the calls and sales registered in your CRM.

Delacon will then perform the call matching function with its own call tracking database.

For all the matched calls with the Google Click Id web sessions or Call Extension calls, Delacon system will perform Conversion Upload will into Google Ads with the following data: -

• For Website clicks

Conversion Name

Google Click Id

Sales Revenue (if provided, else use Default Revenue)

• For Call Extension

Conversion Name

Caller number

Call time

Sales Revenue (if provided, else use Default Revenue)

Note- Viewing conversion in Adwords

To verify conversion that are uploaded from Delacon into Adwords:-

• Logon to Adwords account
• Navigate to Conversions
• Filter for the conversion name used in the steps above. For example:-
• 
• You should see results like below:-
• 
• Please note that conversions are loaded for the call start time in Delacon

This helps in identifying the revenue from individual web sessions and assists with future bid optimisation.

Note- When does Delacon lodge click id conversion for online calls

For the online calls, conversion upload from Delacon is delayed by few hours from the time of the call. This is to accommodate for the click id to sync within Google systems and be available for conversion upload. Based on experience of errors response from Google for immediate upload of click-id conversion, a delay has been built in for the same.

Note- When does Delacon lodge call ext conversion for offline calls

For the offline calls, Delacon system first matches the calls with Google calls. This is necessary for the Google system to accept the conversion for such offline calls.

Delacon match is a nightly process, so the conversion upload from Delacon is also scheduled for execution post the matching of the Delacon call with Google calls.