You need to use these three metrics if you run call ads…
You can create ads to get people to call your business. A A call-to-action is a button or link on your ad that suggests the action you want your audience to take. Examples: "Learn More" or "Sign Up." More button will initiate a call to the number you provide. You can also provide an option for the person to request a callback via Messenger.
The challenge with call ads is measurement. The default result will be Calls Placed since that’s your The Performance Goal is chosen within the ad set and determines optimization and delivery. How you optimize impacts who sees your ad. Meta will show your ad to people most likely to perform your desired action. More event. But it’s helpful to know more.
There are three other metrics that you should follow for call ads. Add columns for the following:
1. 20-second calls
2. 60-second calls
3. Callback requests submitted
This still doesn’t solve what exactly happened on the call, but it at least helps provide a baseline for what happened. If you aren’t getting 20-second calls, that’s obviously very bad. If you have a high percentage of 60-second calls, you know that these people are interested enough to remain engaged.
It would be nice if Meta would include times beyond 60 seconds, but this is a start.
How are you tracking call ad performance?