Adding call conversions to Google Ads

Introduction

Sending Delacon calls as conversions to Google Ads can help optimise your Google Ads campaigns and reduce cost-per-click. 

There are 2 methods available: 

• Method 1: indirectly via Google Analytics
• Method 2: directly with Delacon's conversion upload into Google Ads

Both methods will result in roughly the same number of conversions in Google Ads, so deciding on which one to use will come down to preference and specific use cases. 

Please note, that Delacon does not have any visibility or influence over the matching mechanism within Google and Google Ads specifically. With both methods, calls are matched to campaigns based on the Google Click ID, but not every click ID will result in a conversion.

Method 1: indirectly via Google Analytics

With this method, Delacon will send call events into GA, from where the event can be imported into Google Ads. 

To use this approach, please follow this guide.

The advantages of this method are:

• Allows for custom events: While Delacon will send all calls into the default event "calltracking", you can set up custom events in GA via audiences, that capture a specific subset of calls, eg based on IVR option or duration. These custom events can then be imported into Google Ads to optmise your campaigns towards the most valuable calls.
• Better alignment of Google source/medium with number of conversions in Adwords: While Delacon's attribution models are closely aligned to Google's, they might not always match. When Delacon is uploading calls to Google Analytics, Google will match calls based on their attribution model in the GA reporting, which will provide a clearer picture of how many calls are classed as coming from a paid source, with the same number of conversions to be expected in Google Ads. Delacon's attribution models might class some calls as coming from a paid source based on certain indicators, that may not trigger a conversion in Google Ads.
• Better visibility and control of the setup for you: The setup is entirely managed within Google Analytics with clear visibility and access.

The disadvantages of this method are:

• Static conversion values: The conversion values for each call will be set to 1 per call, or a fractional value for repeat calls. There is no customisation possible with this method.
• No CRM upload: This method does not allow to upload custom sales revenue data from your CRM.
• Does not work for call assets: This method only works for calls from website, where Delacon has captured a valid web session and GA cookie values. It does therefore not work for calls from call assets.

Method 2: directly with Delacon's conversion upload into Google Ads

With this method, Delacon will send call conversions directly into Google Ads against a preconfigured conversion action.

To use this approach, please follow this guide.

The advantages of this method are:

• Direct integration: By cutting out GA as an intermediary, it may reduce the risk for data leakage and for outages. Choosing this method would also be recommended if GA is not part of your reporting tools.
• Allows for custom conversion values: You can set a static conversion value via the Delacon portal, or as part of the conversion action setup in Google Ads.
• CRM upload available: With Delacon's CRM upload feature, you can send custom revenue data for each call into Google Ads, which will help optimise your campaigns based on the highest value calls.
• Works for call assets: The conversion upload works for calls from website and calls from call assets (for select countries) but require separate conversion actions in Google Ads.
• Easier troubleshooting: Google provides more detailed error responses that can assist with troubleshooting any issues more effectively.

The disadvantages of this method are:

• The integration may periodically need to be re-authorised: This method requires an authorisation to Adwords that is given by a user login. Any changes to that login, including the password, will reset the authorisation and disable the upload, with some downtime possible. More info here.
• While conversion upload criteria are available, they are not visible and easily managable in the Delacon portal, and need to be set up via the back end by Delacon Support.
   

Overview