Australian digital marketing company Delacon has become the first in Asia Pacific to integrate its call tracking solution into Google Ads.
Delacon now surfaces in Google Ads accounts, providing natively integrated call tracking data to its clients and others wanting to record and monitor call extensions for a fuller understanding of the effectiveness of search campaigns.
The integration of Delacon’s call tracking technology and its Interactive Voice Response (IVR) feature - which captures the phone menu options pressed by a caller - provides a more granular layer of call attribution data.
When a customer calls directly from a Google ad, marketers can see which keyword groups, ads and campaigns drove the engagement, all reported in real time.
Michael Center, CEO at Delacon, said: “Previously marketers would need to specify which phone number belonged to which campaign to track any phone calls made directly from a campaign ad. Now, as long as a phone number is attached to a Google Ad, call tracking data can drive additional value for businesses.
“This integration increases call tracking accuracy and gives greater visibility on calculating cost per lead and cost per acquisition, which in turn improves campaign optimisation and drives increased return on investment."
Sydney-headquartered Delacon uses call analytics to accurately measure and attribute every phone call to a marketing channel, optimising marketing campaigns and increasing sales performance.
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