We previously wrote about how you can specify any phone number from the company card in Yandex.Direct ads, or add a new one. Now you also have the option to add a static call tracking analytics number. This number will only be displayed in the Yandex.Direct ad and in the company card when a user clicks out of the ad. More importantly, you can use the call tracking analytics number free of charge.
We know that for many small companies, calls are one of the most important signals that their advertising is working. To make your ads as productive and worth your money as possible, we recommend collecting statistics on calls and optimizing for them in your ad campaigns.
Who can use a call tracking analytics number?
This feature is currently only available to closed beta testing participants, but we plan to open it to all advertisers by the end of the summer. If you have been included in the testing, you will see an option in the "Company contacts" section:
Once testing is completed, all advertisers who use the company card from Yandex Business Directory in their ads and have confirmed their rights as owner or representative will be able to get a number for gathering analytics. If you want to use a call tracking analytics number in the future, we recommend that you confirm your rights to the business now.
Which cross-sections will appear in the statistics for the call tracking analytics number?
Using a call tracking analytics number will offer more valuable and detailed call statistics. Yandex.Metrica will feature three new reports: "Call sources," "Call processing quality," and "Calls, detailed." You can use them to determine which traffic sources, campaigns or keywords brought calls, find out the duration of the call, the waiting time along with the number of unique and missed calls.
The "Call" goal will also appear in Yandex.Metrica. Select this goal in the "Yandex.Direct, summary" report to view detailed statistics on Yandex.Direct campaigns that resulted in calls.
Call statistics are gathered in an automatic Yandex.Metrica tag. It will appear in the list of tags in the Yandex.Direct campaign settings, as well as on the My tags page in Yandex.Metrica when you select a call tracking analytics number in the company card. By default, the owner of the business in the Yandex Business Directory and its representatives have access to such a tag, and access can be tweaked.
The "Call" goal will also appear in Yandex.Direct statistics. When you select it, you will see the call conversion rate, goal price, revenue and other indicators.
We will complete closed testing very soon and will open up the function to everyone. To start evaluating calls from Yandex.Direct now, try the Phone number in ad option and see statistics on clicks on the number itself or the call button.