Google has announced that they’ll be adding call and message reporting to the main extensions tab in Google Ads, thereby allowing marketers to see how their location extensions are driving calls and messages.
What’s more, Google Ads location extensions can now be tracked as ‘conversions’, you just need to ensure account-level call reporting is enabled.
So, once you have it set up, you’ll be able to track and review new metrics such as phone-through rate (PTR) and chat rate.
By default, calls will be counted as a conversion after 60 seconds, but you can adjust this length as you see fit.
You can now get a better sense of how your extensions are performing, which should inform the way you use them. Also, having the option of tracking phone calls as conversions will give you more conversion data to work with, thereby informing your decisions on ad spend.
In a nutshell, the more detailed your conversion tracking is the better your decisions will be, and this new feature helps you to achieve just that.
To learn more about it, you can view Google’s announcement here.