Google has expanded its Call Metrics service to UK AdWords customers, letting advertisers track leads generated by phone numbers used in their campaigns.
The new tool provides reporting on phone calls generated by Google ads, for hyperlinked click-to-call leads and numbers dialled manually after a user has seen a desktop ad.
When a user dials the number in the ad, the call is automatically routed to the business, and AdWords notes that it took place.
Advertisers can also use Call Metrics to track cost, completed calls and phone-through rate (PTR) summaries via their AdWords accounts.
Advertisers can also monitor information in real time, including volume of calls, call duration and the number of calls by area code.