Free Call Tracking Comes to AdWords, PPCall Can’t Be Far Behind

As I posted at SEL, Google has introduced free call tracking for AdWords campaigns (rolling out in the US over the next couple months). The product is called AdWords Call Analytics.

You get the following:

  • Call time of day
  • Call duration
  • Area codes (in the aggregate)
  • Local or 800 numbers

There’s no call recording or transcription right now. Numbers are provided via Google Voice. There are no fees associated with this offering.

It also appears to be a kind of prelude to PPCall. This is speculation but here’s the relevant part of my SEL post:

On mobile devices marketers have the option of buying calls exclusively (“Click to Call”). However that option doesn’t yet exist on the PC. While Google wouldn’t confirm this, it’s reasonable to assume that over time Google will seek to align its PC and mobile offerings, making what amounts to pay-per-call available to PC-based campaigns.

In fact, in its blog post, Google says, “You’ll still only pay for clicks on your ad, although this may change as the product continues to evolve.” Pretty strong evidence that pay-per-call is coming to PC AdWords campaigns.

Who does call analytics with paid search right now (partial list):

  • Marchex
  • Telmetrics
  • Mongoose Metrics
  • Kenshoo (with the above providers)

The Google product is not as detailed or as sophisticated as some of the above but it’s Google so it’s sure to get a close look and a great deal of usage by many search marketers when it rolls out more broadly.

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13 Responses to “Free Call Tracking Comes to AdWords, PPCall Can’t Be Far Behind”

  1. Brad Reynolds says at


    Thanks for the article. I think this is great news for Call Analytics providers as it raises the profile of our offerings through the excellent Google marketing machine. We are excited to see external validation of the business model and look forward to some innovation from Google.


    Bradley Reynolds
    Mongoose Metrics

  2. Greg Sterling says at

    Agree it will raise the profile of call tracking.

  3. PubCon, Promoted Tweets & Google Adwords Call Metrics says at

    […] Greg Sterling wrote “Free Call Tracking Comes to AdWords, PPCall Can’t be Far Behind,” and authored a piece for titled, “AdWords and Google Voice Hook […]

  4. Jeremy - Agence Web Montreal says at

    As Brad said, I’m excited of click-to-call possibilities.

    But at the same time I’m scared of how Google will “sell” phone calls in the future. Google will dominate ad space and trafic at a fraction of the cost of a click of SMBs, and sell phone calls to the big clients who have more money to spend.

  5. Free Call Tracking Comes to AdWords, PPCall Can't Be Far Behind says at

    […] is the original post:  Free Call Tracking Comes to AdWords, PPCall Can't Be Far Behind Share and […]

  6. Jennifer Iannuzzi says at

    There is a company called adX, A leading search marketing solutions provider in Scandinavia, they have a platform that provides a single gateway to multiple search engines including Google, Yahoo!, Bing, Baidu and more. Here’s the kicker: They have recently launched call tracking across ALL of these platforms! You are welcome 🙂

  7. Telmetrics and VendAsta Integrate Call Analysis into Reputation Platform says at

    […] datapoints. Marchex has a call analytics offering that offers similar data. And yesterday Google introduced its own call tracking solution with a more limited set of call analytics: Google Call […]

  8. David Friedman says at

    As someone who markets sales and lead tracking products exclusively to small businesses this is a great addition and excellent source of validation, as Brad pointed out. Small business is much slower to adapt but it is much easier to implement these strategies than it is for enterprise. Although Google does not offer the level of detail that Mongoose does it will help educaate the small business market and accelerate the adoption rate. Not everyone needs to keyword tracking and heavy analytics that the other players offer out of the gate but as they grow the familiarity will be there. The ease of implementation via Google should make it a much easier product to sell.

  9. Google Starts Charging for Call Tracking says at

    […] free call tracking solution, AdWords Call Metrics was introduced in November, 2010. I wrote about it at the time of launch. It allows users to add a local or toll-free number (provisioned by Google) […]

  10. ehbo-koffer says at

    When is this function going to roll out in Europe? And does it only work with 800-numbers?

  11. Greg Sterling says at

    It’s not clear. However, if the program continues then probably at some point late this year or early next year. However I’m not sure how easy or difficult it is to do call tracking in Europe from a number provisioning standpoint. That could be a problem.

  12. Google to Build PPCall Marketplace says at

    […] call tracking launched in limited beta on Google last November, I wrote Free Call Tracking Comes to AdWords, PPCall […]

  13. vve beneer says at

    Hi Greg,
    Any updates on this? I live in europe and would like to add this to my whole process. I actually never heard much of this further, can we regard it as a flop?

  14. vve beheer says at

    Hi Greg,Any updates on this? I live in europe and would like to add this to my whole process. I actually never heard much of this further, can we regard it as a flop?

  15. Greg Sterling says at

    I wouldn’t say it’s a flop. No outlook on European expansion.

  16. Google Introduces "Bid For Calls" On The PC says at

    […] year when Google’s call tracking program “Call Metrics” debuted out I suspected PPCall couldn’t be far behind. And despite its relatively low-key introduction, this is a […]

  17. Google Introduces “Bid For Calls” On The PC | My Blog says at

    […] year when Google’s call tracking program “Call Metrics” was first introduced I suspected PPCall wouldn’t be far behind. Google experimented with PPCall on the PC years ago but never […]

  18. adwords says at

    I just could not leave your site before suggesting that I actually enjoyed the standard info a person provide for your visitors? Is gonna be again often in order to check out new posts

  19. says at

    Is this product still available? If yes, do you know where I can find it in the Google suite? I am looking for this kind of solution for a client of mine.

  20. Greg Sterling says at

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