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How Do You Track This?

by VegasLights
4 replies
IF I have an ecommerce site which also has a 1800 number since can take orders over the phone and I am running ppc ads on i.e. google. I'm noticing some revenue is untrackable, i.e. or large portion gets attributed to domain name. Excluding all other factors, i.e. incorrect tracking tags etc, what I want to know is If I'm running a ppc campaign on i.e. google, and someone searches for my products on an ppc ad which is by me - non affiliate, for say "blue widget". Now if someone clicks on this ad, comes to site and instead of completing the entire transaction online where analytics program can track everthing, they decides to ORDER BY PHONE.


Problem is now this word "blue widget" which I'm bidding on technically wouldn't show up in analytics as revenue generating keyword because the customer decided to click on the ad and instead call over phone to place order.

So my roi per paid search would be incorrect since Im not attributing a portion of revenue it genearted as a result customer whom clicked on ppc ad decided to call and place order over the phone.

so how do u account for words ur bidding on that dont seem to be converting - generating revnuew, but actually could be because of fact u also take orders over the phone which obviously the user wouldnt know what word they searched, etc.

I dont want to shut of a word because I think per analtycs it isnt profitbale but in the grand scheme of things it very well could be because its leading to customers placing phone orders instead.

so how do i track phone orders to keywords via ppc when they drop out of shopping cart?
#track
  • Profile picture of the author Stangracer
    Hmmm.... Interesting problem.

    When visitors get to your site, do they have to click a link to get the phone number?

    It seems that if you have a link that sends the visitor to the phone order page you should be able to track that.

    So you have two ways to order a link for web based order form and a link for phone based order form.

    Give the visitiors a choice than track it...

    I don't know your setup, so does that seem doable?

    Good Luck...
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    • Profile picture of the author VegasLights
      No they dont have a link to get to the phone number. There is not a sepreate phone order page. Basically a visitor can pick up the phone and call in and place order via custo service. Yes I know custo service can ask how they found, but thats not automated/accurate/and wont tell me on keyword level.
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  • Profile picture of the author Stangracer
    I'm sorry if I wasn't clear.

    Let me rephrase the question.

    When the visitor reaches the landing page from adwords is the phone number presented on the landing page or do they click the order link then get the option to order by phone or web based order form?

    If they click the order link then get the choice you can track phone orders by generating an order code based on your Adwords keyword that got the visitor to your landing page. Ask the customer to present that code upon order. Also train your customer service to ask for the code when a customer orders.


    You can also use two links one for web based order form and one for phone based order.

    A way to track that would be to add a variable that represents your keyword to your Adwords destination URL and carry that variable to your landing page.

    Create a phone order link and append the variable to it. When a customer clicks on the link you have a short here's how to order message and phone number.

    In the order message is an order number that is created automatically by your server based on the variable. Could just be a number or alpha numeric, but needs to be unique.

    You explain to the customer when ordering please present this order number to the customer service rep.

    You'll also have to train customer service to be sure and ask for the order number when receiving an order.

    Now when receiving phone orders you can track back to the keyword that got the phone sale based on the order number taken by customer service.

    Not a perfect solution.

    I hope this helps...

    Good Luck
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  • Profile picture of the author Mr BOLD
    VegasLights, assuming that you are getting a lot of phone orders, what Stangracer suggests is a good solution. However here is a little twist to that solution.

    1) You will have to use a unique tracking ID for each keyword. For example when someone clicks on your keyword "blue widgets", you will have tracking URL something like
    yourdomain.com/landingpage/?id=A10001
    where A10001 is the tracking id for "blue widgets".

    2) you would store is ID- A10001 in a session variable.

    3) On your landing page I guess you have your phone number on top right of the page or something like that. Add extra line to your phone number which would be something like

    Call: 1800... for ordering via phone
    Special Offer Code: A10001 - mention this code to our phone representative for a special offer

    So the customer service rep can ask if the customer has a special offer code. This way you have a good chance of getting to know which keyword was responsible for the phone order.

    I personally use Affiliate prophet to generate the tracking ID and track the time visitors stayed on my landing page.
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