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Google’s recent announcement regarding the removal of the keyword query from the referrer information has led to companies such as Delacon to find other ways to analyse call tracking data within Google Analytics.
Up until now, we advised our clients to view the paid keywords that led to a call to access their live report, go to the “All Pages” report under “Site Content” and look for the delaconconversion.htm page. Once you’re here, you could set a secondary dimension of keyword. This will give you the keywords your customers entered into Google that led to them clicking on one of your paid ads.
But what should you now do given Google’s removal of the keyword query?
The answer is relatively simple.
You should go directly to the “Matched Search Queries” report.
Google’s official definition suggests that users should, “Use the Matched Search Queries report to see the actual search queries that resulted in a display of your AdWords ads.”
Essentially, a user types keywords into Google’s search engine and your paid ad appears. These keywords are the principle purpose for the Matched Search Queries report that sits in the AdWords section of Google Analytics.
This report will give you all the keywords that users entered that resulted in your ads appearing. But from a call tracking perspective, we’re only interested in those that led to a phone call. The easiest way to isolate the calls is to click on the conversions dropdown and select “Delacon Conversion URL” goal. In this column you’ll be able to see the number of customers that called your company after entering keywords into Google.
While you’re in the Adwords reporting section of Google Analytics, it’s also worth taking a look at the Destination URLs report. This report lists the URLs that you directed users to from AdWords ads. In essence, it’s a landing page report only for AdWords traffic.
Again, when used in conjunction with the “Delacon Conversion URL” goal, you can identify which pages inspired customers to call you. The more people calling you from a specific page may mean that the page is highly successful because it’s driving enquiry or it’s not successful because it doesn’t contain the information it needs and customers are calling for more information.