Recently, AdWords quietly released a new version of their Report Editor to all accounts. Although this may not be new to some people (the feature has slowly rolled out to some AdWords customers since spring of this year), the new tool is a fantastic way to save time diving into reports that otherwise would have required some heavy lifting in Excel. Below is a walk-through on how to use this tool to easily view call data captured by DialogTech’s call attribution technology within the Report Editor.
You will then arrive onto the Reports screen. To create a new report and utilize the revised Report Editor, click on the “+Report” button.
For this example, we will use the Table option to create our custom report.
Once you select “Table” as the report type, you will be brought to a new view of the Report Editor. On this screen you are now able to drag and drop all of the columns you love in one quick motion. Much easier than before.
For analyzing and comparing phone call data at a basic level, I selected the “Ad group” column under “Level of Detail,” the “Conversions” column under “Conversions,” and the “Conversion Name” under “Conversions.” Once they have been applied, and you have selected the date range of your choosing, the report will appear.
The report created above is very simple. There are a variety of additional metrics that offer deeper insight into what drove these conversions. In this next example I use the Report Editor to determine what keywords drove these conversions, what people searched for to arrive on my site to make these conversions, and what device type they used.
Note that the DialogTech calls in the report examples above are specific to calls made to phone numbers dynamically inserted on landing pages. To view calls made from call extensions or call-only ads, you would view the “Calls from Ads” conversion or you can use the Phone Conversions column available as a drag and drop option within this same report. The conversions in the image are from Google Analytics goals directly imported into the AdWords account.