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. For more info on GFN, please review Google's support article here.
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.
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.
- Google Ads will show the Delacon number on the Google Search Results but a Google Call Forwarding number on the dial pad which will forward to the same Delacon number. This way Google also maintains some basic call data.
- The GFN feature is not compatible with some Delacon features, such as automated geo-routing.
| number deployment | Single campaign assignment | auto-assignment | assignment with GFN |
| number requirement |
1+ - 1 call extension number per individual campaign with less then 3000 impressions |
1+ - a pool of numbers for all your campaigns assigned based on impression data |
1 - assigned on account level |
| ownership | numbers dedicated to business | numbers dedicated to business | numbers not dedicated |
| setup requirements | medium | medium | easy |
| 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 |
For more information, please see our Google Ads (AdWords) Call Extension Integration Guide
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