You may not know where all your calls are coming from, but with AdWords Call Metrics, at least you can find out which ones are coming from your ads.
Using the technology behind Google Voice, Call Metrics assigns a unique phone number to your campaign. When your ad appears, your phone number will too as an additional line of ad text. Then, when you log into your account you can see the number of calls that came from your campaign, along with more details including call duration. Once you know which campaigns your calls are coming from, you can shift your advertising strategy to get even more calls. AdWords Call Metrics, currently in beta, is available to a limited number of advertisers. To learn more about Google Call Metrics and call tracking, visit Google Ad Innovations.
Search Engine Land’s Greg Sterling notes that Google Call Metric is for both Mobile Phone and Desktop/Laptop campaigns, but while mobile marketers can buy calls, the option is not yet available for Desktop/Laptop targeting.