Website call conversions has been in beta for a couple of months, and the beta went well because Google AdWords has made website call conversions available to all advertisers.

Website call conversions is a new tool that allows advertisers to identify and measure the calls received from your website when they are the result of an ad click.

For those who aren’t familiar with website call conversions, here is the quick description from their announcement:

Let’s say your Google search ads send people to your website where they research and learn more about your business. Website call conversions dynamically inserts a Google forwarding number on your website that measures the calls made by these customers. Whether they click on the number or dial it directly from their phone, you can attribute the call conversion and conversion value back to the keyword and ad that drove the customer. You can learn more about setting up website call conversions here.

“This is a powerful tool for local businesses that rely on phone calls as a primary success metric of their AdWords spend,” says The SEM Post columnist Susan Waldes of Five Mill Marketing.  However, she does caution that larger advertisers might want to use other third party tools in order to preserve some of the web full conversions that AdWords tracks.

“For larger companies, there will likely be low adoption of this feature,” says Waldes.  “To use it means counting a phone call from the site as a ‘conversion’, analogous to your web funnel conversions. For this reason, as well as the much more robust call analytics provided by third party tracking, those third party solutions will likely remain the standard for larger advertisers.”

Website call conversions are currently limited to those countries that currently have Google forwarding numbers available – US, UK, France, Germany, Spain and Australia.  It can be used with click-to-call ads as well as with other call tracking conversion tracking companies.