Should You Track Google Ad Phone Call Conversions With An Ecommerce Campaign?

When I start a new ad campaign I typically will set up conversion tracking on the website and I'll track any possible way a website visitor can become a customer; sales conversions, calls, email link clicks, contact form submission, chat, etc.

It's important to identify which are macro and micro conversions for your campaign, however. For e-commerce campaigns for example, sales conversions are the macro and calls, email link clicks, contact form submissions and chats would all be micro-conversions.

Or as Google Ads calls it Primary and Secondary Conversions. The sales conversion would be your Primary and the others would be Secondary, meaning they won't show up 'in-column' on the campaign and won't be included in campaign optimization.

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