Google has been adding many new type of data for us to see in the AdWords user interface. Most recently I was poking around and noticed a new set of Call Details metrics under the Columns button. Phone Cost, Impressions, Phone Calls, PTR, and Average CPP (cost per phone call) Cost.
It is nice to see these metrics available in the interface columns. What I am most happy to see is that these metrics are available on the adgroup level also.
It is helpful to see these metrics included in the interface especially at the addition of adgroup level details. In the past the call metrics data was only displayed on the campaign level leaving lots to guess about what adgroup generated the traffic. If only we could see this data on the keyword level!
 Article by: +Kim Clinkunbroomer Clinks Web Service a Google AdWords Partner CompanySubscribe: RSS Feeds | Follow me on Twitter |
Hi Kim,
And you might want to mention that even if you have call extensions set up and you are bidding separately for phone calls, the AdWords default is to *not* show a ‘Phone cost’ column, or a ‘Total cost’ column in Campaigns tab. So, users will want to add 1 or both of those columns. It is quite easy to assume that the ‘Cost’ column includes all media costs – but it does not – it excludes phone costs. –Terry
Hi Terry – thanks for the great comment. Yes, advertisers should enable those columns and also they can review additional statistics on the Call Details report under the DIMENSIONS tab. This report was especially interesting because I noticed that when I filtered out the Mobile Click To Calls that show in my client reports to see just Manually Dialed calls generated through Call Metrics I found a pretty big discrepancy between what was reported in the AdWords UI and the report. On further investigation I found that a number of the Manually Dialed calls had 0.00 charge. These were calls that were made but Google filtered them out because they were either duplicates or what they considered way to short on time for the call. It was nice to know that they were filtering out these calls. Thanks again for the comment Terry! Take Care.