Dive Brief:

• Google has a released Website Call Conversions— a platform that tracks phone calls which happen after a user lands on website from a AdWords ad. 
• It works like this: Google generates a unique phone number that lasts for 90 days for every visitor that ends up on the site through an AdWords ad, and users that click-to-call or dial the number will be identified with that unique number. 
• Unfortunately, sales conversions can't be tracked with Website Call Conversions, but the feature can be used with third-party call tracking tools. 

Dive Insight: 

Call tracking is yet another bridge to extract real life behavior from online data. Any type of connection that can prove online ads are working is an advantage for both Google and its advertisers—specially if phone conversations are an important part of the business.