Earlier this month, Google released a much needed tracking feature in AdWords. Website Call Conversions. We’ve been playing with it in beta for quite some time and I’m surprised that it didn’t get much fanfare. Google effectively destroyed the AdWords call tracking industry. We have clients who, overnight, saved thousands of dollars/euros a day in call tracking fees. If you speak to your customers by phone at any stage of the buying cycle, you need this. This is not AdWords call extensions (although they are required, see below) or click to call; this is actual call tracking. So how does it work? Easy. Wherever your phone number appears on your website, Google will display that phone number as normal. However, if that visitor came from AdWords, Google will replace that number with a custom number that it ties to the visitor (and keyword/ad combination). Google then forwards that number on to your regular number. So how do we set this up? Surprisingly, there has been a lot of confusion over this. In this article, I’ll go through each step and then show you how to implement this manually or by using Google Tag Manager (because who’s not using GTM these days?).