Delacon’s AdWords (Google Ads) Call Extensions enables you to place call tracking numbers into Google’s AdWords Call Extensions. This allows calls made directly from the ad without the caller clicking through to the landing page to be tracked.
Delacon offers three types of call extension assignment methods:
- manual call extensions assignment
- In conjunction with Google Forwarding Numbers
You can choose the process that best suits your needs. Below overview will outline the setup steps for each method and their pros, cons and limitations.
1. Maintain Manual Call Extension Assignment
With this method, a tracking number will be assigned to a single AdGroup. To track multiple AdGroups, you will need to set up multiple tracking numbers. Whenever a new AdGroup is created, you will need to assign the relevant Delacon call extension number to the AdGroup.
For accurate tracking, Delacon recommends to use one call extension number per ad with less than 3000 impressions/day.
This method requires you to take full responsibility to assign numbers to the relevant Ad groups and manage the call extension numbers across your campaigns.
2. Maintain Call Extension Auto-Assignment
With Auto-Assignment, Delacon will automatically assign call extension numbers to your AdGroups based on impression data. If you have multiple AdWords campaigns or AdGroups, our call extension auto-assignment is a quick and simple method for Delacon to automatically assign numbers to your AdGroups and campaigns on your behalf. Auto-assignment also balances AdGroups based on the number of impressions your ad receives to maximise data precision.
For this method, you will need to hold a pool of tracking numbers in your Delacon account. You will need to ensure that one Delacon Call Extension number has been added to your Adwords account at campaign level at all times (initially and anytime afterward).
Whenever a new AdGroup is created, you will need to assign a random Delacon call extension number to it, then Delacon will start to receive impressions from the new AdGroup and will be assigning numbers automatically based on the impression data captured.
In order for Delacon to assign the call extension numbers automatically to each Adgroup, please provide a full list of Adgroups you wish to track including their impression data for the last 60 days.
3. Maintain Call Extension in conjunction with Google Forwarding Numbers
A Google forwarding number (GFN) is a unique phone number from Google that can be used in your ads to help track calls to your business. Delacon's call extension integration can leverage GFN to increase the accuracy of call reporting in the Delacon reporting platform. It can also help reduce the amount of tracking numbers you will need for accurate tracking of your call extension campaigns.
For more information on GFN, please review Google's support article here. Please refer also to the Google guide to check the availability of GFN in your country, which will determine whether this option can be used.
Advantages of using GFN in conjunction with Delacon call tracking numbers:
- Complement your Google Adwords data with call data from Delacon. While GFN alone will provide you with call conversions against your ads, it does not provide any caller information, such as the caller number, or allow for any advanced call routing options, such as IVRs, Time of Day Routing or Call Groups. This is where Delacon can provide additional features to customise the caller experience. Delacon can also provide more insights with IVR data, CRM Integration or Data Matching, Speech Analytics and Insights Reports, which will allow you to more accurately increase your marketing ROI, provide valuable customer insights and improve customer service.
- Increase the accuracy of Adwords data from call extensions in the Delacon platform, including accurate keyword tracking. Delacon will combine the two call records from Google and Delacon to provide you with the full picture.
- Reduce the cost by only needing one call extension number within the Delacon platform that can track all your ad campaigns regardless of impression volume. Compare this approach to our auto-assignment feature or to using a dedicated call extension number for each of your campaigns.
- Simplified setup. Follow this guide to add your Delacon call extension number to your Adwords account in conjunction with GFN.
Disadvantages of using GFN in conjunction with Delacon call tracking numbers:
- GFN numbers are drawn from a pool of Google owned numbers and are not dedicated to your business.
- Calls will connect to the business for 60 days after the user’s initial call. Every time the user calls within that time period, the 60-day window is reset and the number will remain connected for another 60 days. After an entire 60-day period expires, the number will no longer route calls to the business.
- If the caller has not made an initial call but instead notes down and saves the number, the Google forwarding number will remain dedicated for about 30 minutes (up to about 2 hours in certain markets) of viewing the ad. If the user places the first call outside of this initial window, the call won't be routed to the business. This is a rare scenario, as the vast majority of calls happen within 5 minutes of the user seeing a Google forwarding number in an ad or on a website.
- The GFN feature is not compatible with some Delacon features, such as automated geo-routing.
For more information on how you can set up Delacon’s integration with Google's call details forwarding, please see the steps in this guide.
Comparison of call extension assignment methods
|Number deployment||Single campaign assignment||Auto-assignment||Assignment with GFN|
- 1 call extension number per individual campaign with less then 3000 impressions
- A pool of numbers for all your campaigns assigned based on impression data
- Assigned on account level
|Ownership||Numbers dedicated to business||Numbers dedicated to business||Numbers not dedicated|
|Best option for||few campaigns and low impressions||many campaigns and high impressions, for businesses wanting to have dedicated numbers||Many campaigns and high impressions, not concerned about using GFN|
- not compatible with geo-routing
- GFN not available in all countries