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Learn Google Ads: Call Ads Tracking: Attributing Conversions: Time Decay


Attribution model, everybody works differently. Google's default is the last click, I tend to use time decay because if multiple ads have shown to the same person and then they converted, then every ad gets a little bit of attribution. What some customers or some clients do before the first click, for example, let's say a locksmith or a plumber where someone only sees that ad only once. Then you attribute that conversion to the first click and not to anything else. So you can, but the last click is the worst one in my humble opinion. So I never use that time decay. Now this conversion or the call tracking conversion tracking is the easiest one in the whole of the Google ads account to set up because once you've done this, that's it. You don't even need to put up any tags or do anything in Google analytics or Google tag manager, that's it, it's done. It says you're done.

All you need to do then is when you go into your campaign, you just select that conversion from that ad. So I'm going to go into one of these ads. Okay, so you put your country name in there from this dropdown list, phone number, verification, and final URL, and then conversion action. You make sure that from the settings and the campaign settings, the call report is turned on. And then from here, you can see that this is the one which I had set up because usually Google's default one will be something like this. I want to set this up and now it's all set up, save it. And you're pretty much good to go and your call tracking will track your calls. 

Then the other one is called from the website.  So what happens when someone clicks on your ad and comes through to your landing page? Now with call ads, they don't come through to the landing page. They click on that call button, the phone will start, it will give them the prompt to dial out using your phone number. But when somebody clicks on your ad, actual ad and they come through to the website, then what Google is going to do is going to use a Google call forwarding number through to your website and it's going to track it. And that's how you will find those calls from your website as well.  The only thing you'll need to do is you'll need to set up that call tracking through, ideally through Google tag manager.

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