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How to Create a Phone Number for Adwords

Adwords is very good at tracking conversions, but many users prefer calling by phone to finish a purchase. Even if you are tempted to force sales via online, displaying a phone number helps to gain confidence from the customer.

Show a differente phone number for users coming from Adwords

In multichannel E-commerces, distinguishing sales done by phone is essential. If you also sell by phone, you should take these calls into account to calculate the real ROI of your campaigns.

Follow these simple steps:

1. Create a virtual phone number in Sonetel or any similar service, and redirect it to your main phone. Be sure to have permanent access to incoming calls.

2. Manually tag your Adwords campaigns by adding &utm_nooverride=1 at the end of each URL, or insert _gaq.push(['_setCampNOKey', 'utm_nooverride']); in the main Google Analytics code. For example, the new code should be:

<script type="text/javascript">

var _gaq = _gaq || [];

_gaq.push(['_setAccount', 'UA-33422306-1']);

_gaq.push(['_setCampNOKey', 'utm_nooverride']);



(function() {

var ga = document.createElement('script'); ga.type = 'text/javascript';

ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' :

'http://www') + '';

var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);



3. Use the following PHP code to show the new phone number you will track:

$pattern = "/^(\d*\.*)*(utm.*)$/";

preg_match($pattern, $_COOKIE['__utmz'], $matches);

$utm_str_vars = explode("|",$matches[2]);

$utm_vars = array();

foreach ($utm_str_vars AS $utm_var) {

list ($utm_key, $utm_val) = explode ("=", $utm_var);

$utm_vars[$utm_key] = str_replace("'", "\'", $utm_val);


if(($utm_vars['utmcsr'] == 'google' && $utm_vars['utmcmd'] == 'cpc')

|| ($_GET['utm_source'] == 'google' && $_GET['utm_medium'] == 'cpc')

|| $_GET['gclid'] ) {

echo "901-Adwords";

} else {

echo "901-Normal";


If the first traffic source a user has used to enter the webpage 901-Adwords will always be shown to this user, even if the user returns by direct traffic. If the user has entered the first time by organic search traffic, and second time by Adwords, he will see 901-Normal.

However, online conversions from this last kind of user will also be stored in Google Adwords, since the Adwords and Analytics cookies are independent from each other.

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