April 2014

Call Forwarding for Google AdWords: Now Available in Australia

Good news for Australian advertisers and business using AdWords! What used to be only available for US, France, German and UK businesses, Call Forwarding for Google AdWords has now opened its doors to the Australian market. Australian businesses and advertisers will now have access to Google Forwarding phone numbers.


With the last year’s policy of Google Adwords to disapprove ads that contain businesses’ phone numbers came the release of Google AdWords call extensions feature. Google forwarding phone numbers are a set of numbers, unique to your ad, used to help you track the calls to your business. This makes us at Walter Analytics excited because we can now tell you if a phone call was a result of someone seeing your ads!


When a Google forwarding number is used along with the call extensions feature, Google automatically assigns a phone number unique to your ad. These phone numbers will then be added in your ads and can be viewed in your laptops, desktops, tablets and smartphones. With forwarding numbers, the calls you receive may now be counted as conversions with complete details of the calls.

Google AdWords Forwarding Number Viewed in Desktop Source: Supplied

Google AdWords Forwarding Number Viewed in Desktop
Source: Supplied

For mobile users, a call icon will be shown prompting users to call directly via their mobile devices.

Google AdWords Forwarding Number Viewed in Mobile Device Source: Supplied

Google AdWords Forwarding Number Viewed in Mobile Device
Source: Supplied



A travel agent notices that she’s gotten more phone calls since adding call extensions, and wants to better understand this phone traffic. She adds a Google forwarding number to her call extensions, and now she can see where her customers may be calling from (with the area code), when they’re calling, and how long the calls last. She sees calls lasting more than two minutes tend to lead to sales, so she chooses to count those calls as conversions. Later, she sees that her conversions are coming from the 717 area code, so she thinks about targeting ads to the corresponding region. – Google AdWords


With the recent addition of Australia with which Google call forwarding is now available, Australian businesses and advertisers can now:

  • TRACK PHONE CALLS PERFORMANCE. With this feature, you will now be able to track phone calls (either  made directly via call button or manually), phone impression and phone-through rate.
  • BREAKDOWNS OF CALLS BY DEVICE. With this feature, you can now track calls made through the call button on mobile devices, track calls dialled manually and track the number of clicks made through the call button.
  • SEE THE DETAILS OF PHONE CALLS. This features allows advertisers to track the start time, call duration, end time, status of calls (received or missed), call area code, and phone cost.
  • SET-UP AND OPTIMISATION OF PHONE CALLS. This feature allows advertisers to determine if the duration of a phone call is enough to deem it a conversion.


The use of Google AdWords forwarding numbers with your ads is free of charge. However, you will still be charged the usual CPC when your ads are clicked or when the callers make the call via the call button on their mobile devices. Manual calls are free.


Phone number not showing in your ads? Here are some of the factors that determine the visibility of extensions.

  • Seller ratings
  • Keyword quality
  • Other extensions enabled
  • Position of ad in Google search page

For a more comprehensive explanation about how Google AdWords Call Forwarding may be able to boost your conversions and sales, visit us at Walter Analytics.

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Universal Analytics And Its Benefits To Your Business

Source: Google Analytics Blog

Source: Google Analytics Blog

Most Google Analytics accounts can now be upgraded to Universal Analytics. It is an upgraded version of Google Analytics and with that upgrade comes a number of benefits.


Universal Analytics is Google’s response to today’s fast growing technology. A bulked up version of Google Analytics, it is Google’s answer to new measurement challenges that come with changing habits of users users visiting your site through a multitude of devices and screens:

“Universal Analytics is the re-imagining of Google Analytics for today’s multi-screen, multi-device world and all the measurement challenges that come with it. Since we launched UA in beta, we’ve seen some exciting use cases. Today we’re happy to finally announce: Universal Analytics is out of beta and everyone can use it with the same robust set of features you’re used to with classic Analytics!” – Google


Of course, being an upgraded version of Google Analytics, Universal Analytics will have many features to look out for. Here are some of those features.

1. USER ID. With unique user IDs, you can now associate your multitude different devices and sessions with your engagement data. To implement this, unique user IDs will have to be generated and assigned to users . Along with that, you have to send those IDs to Google Analytics when you send reports.

2. Accessible Configuration Options. From your account Admin page, you can now control the following:

  • Have more configuration options for search term exclusions
  • Have more configuration options for referral exclusions
  • Have more configuration options for session and campaign timeout handling

3. Be updated whenever new updates and features are out. Universal Analytics has all the standard tools found in Google Analytics but along with the upgrade, you get full access to new features unique to Universal Analytics.


With User ID, you can get more accurate data on how users are interacting with your site. While before, the technology was unable to determine if the same user visited your site from different devices. Because the web has become more complicated and sophisticated, just web-based analytics won’t cut it. Not only does it track visits but it also tracks visitor behavior and track their activities across the web with any web-enabled device.

  • Offline Conversions. From any mobile gadget to to cash registers POS terminals, using any web-enabled device, we can now send data to Google Analytics.
  • Specific User Timings. You can now track how much time your websites and apps took long to load.
  • Add Custom Search Engines. You can now have your visitors come up as organic search with addition of custom search engines referring to your site.
  • Exclude Some Search Terms In Your Reports. An example of this would be the removal of your domain name and your brand from organic search reports. These would now become direct traffic and would enable you to reach out to those who do not know your brand.
  • Configure session timeouts. The default session timeout is 30 minutes but with Universal Analytics, you can now set it to your custom specifications.

Reference: Google Analytics Blog

Source: Seer Interactive Blog

Source: Seer Interactive Blog


Want to know how we can harness the benefits of  Universal Analytics to your business? We at Walter Analytics will be happy to entertain your queries.

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How Your Colour Choices Affect Conversion

What elements of your site compels users to convert? Do you think it has something to do with your sites’s  colour scheme? Read on to learn more about how to harness the effects of colour.

Source: KISSmetrics

Source: KISSmetrics

When Performable changed the colour of their CTA button from green to red, they saw a 21% increase  in conversion. And when Ript Apparel changed a CTA button color from read to yellow, they saw a 6% increase in sales. Why is that? How big an impact do color choices make in your conversion rates and sales?

As humans are very visual. And with that comes the effects in our perception, mood, behaviour and decisions, with colour being the stimulus. So how can colour affect your chances of conversion and sales?

Is Remarketing for you?


Perfect Audience Remarketing Ad in Facebook
Source: Supplied

Ever noticed how you get ads for products that you recently viewed on a site? Remarketing is accessible to you.

Not everyone who visits a particular site signs up or buys a service/product straight away. And not everyone who receives your email newsletters will act on said emails right away. How would you like to set up a system where your ads follow your potential customers around the web and remind them of your business? Here is where Remarketing comes in.


Remarketing is a system that helps you reach out to potential customers who have recently visited your site, viewed your products and/or opened your emails. When they leave your site without buying anything or signing up for a service, remarketing helps you reconnect with them, and remind them of your product.

Apple Opens iAd Platform To More Businesses

iAd Logo

Source: Apple Inc

What used to be available only to a select few [developers, in particular] will now be available to more businesses. Four years ago during its launch, the price to run an ad campaign on iAd cost a cool $1 million. Now? With a minimum of $50, even small businesses can run their ad campaigns in the iAd platform. What does this mean for small businesses? Simple. You can now utilize the iAd platform to reach out to a larger market — the  iOS consumer base, in particular.


With iAd, you can now reach out to millions of iOS consumers worldwide. You can now connect with Apple device users everyday as they listen to iTunes Radio or while they are using their apps from the multitude selections found in the App Store. It’s as easy as clicking the link to your ad, watch your videos, explore your product offerings or make purchases without disrupting what they’re doing. It’s as seamless as it can get.