Google adds Call Metrics to Ad Words using VoIP

Google makes its money through advertising, so it only follows that they'd figure out some way to use their latest calling features to improve their ad services. Enter Call Metrics.

Now when companies add calling features to their Ad Words listings on the web or over mobile, Google is able to track the calls to provide metrics that retailers can cross check with their in-store sales that were possibly generated by the Google Ad and phone call.

AdWords Call Metrics will route a call from a VoIP tracking number to a business number. Using the VoIP number, Google can record the time of the call, the duration and the area code. Providing this info to the Ad Words customers can provide further evidence of the effectiveness of their ad campaign. The area code information will apparently be batched so that it won't be connected to individual callers.

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