For many business the Google ads are generating a lot of conversions. It would be good to be able to track these conversions, in order to know the return on ad spend.
The solution is Google Forwarding Numbers, which are currently pushed by Google. For each ad, that meet certain criteria in terms of clicks etc, Google provides a dynamic phone number (which is monitored, so you can get all the details) and the call is forwarded to your normal business phone number. For some cities, a local phone number is given by Google, i.e. starting with 044 for Zürich.
The problem with this solution is that you will confuse your customers. Some customers will save the number on their phone, and when calling back some time later, they might end up calling a different company. Or, if you might get calls from customers from other companies. Knowing how much work confused customers generate, I can only recommend not to use “Adwords Forwarding Number”. You can still opt-out if you contact Google.
It is in the interest of Google showing a conversion value that is as high a possible, in order to convince to increase your spend on Google Adwords. Hence, the ability to remove conversions in Adwords, which in the end did not end up in a sale in reality, is not available.
If you sell mostly with invoice, you might have up to 10% of your customers not meeting your credit check criteria, and mostly these orders are cancelled in the end. Also orders, that were returned by customers (in many business well above 10%), would be great to be able to remove from the Adwords conversions.
So, if Google is really trying to provide a correct conversion tracking, “remove conversions that did not end up in a sale” would be great project to work on.
– Thomas Toernell