Google announced Website Call Conversions for AdWords, a new way for advertisers to track calls that occur after an ad click. It involves putting a snippet of code on your site, and measuring calls from potential customers who skipped the click-to-call portion of your ad, and checked out your site first.

According to the company, 70% of all mobile searchers have called a business directly from search ads, but a lot of people also call after clicking through. You could already track the calls from the ad itself, so this will help get an even better picture of how your ads are leading to calls.

“Let’s say your Google search ads send people to your website where they research and learn more about your business,” says product manager Anurag Agrawal. “Website call conversions dynamically inserts a Google forwarding number on your website that measures the calls made by these customers. Whether they click on the number or dial it directly from their phone, you can attribute the call conversion and conversion value back to the keyword and ad that drove the customer.”

“With website call conversions, you can understand which keywords and ads are driving the most phone calls from your website and which are resulting in more valuable calls,” says Agrawal. “You can also assign different values to calls originating from different pages of your website. For example, a local car dealership might assign more value to calls from their test drive page and less value to calls from their homepage.”

Google says you can automatically optimize keyword bids to drive more calls or “more valuable calls” using Target CPA or Target ROAS.

You can find the code snippet for Website Call Conversions here. It generates a unique Google forwarding number for each AdWords ad click. The numbers will display for up to 90 days to capture future call conversions.

Image via Google