Google has launched AdWords Call Metrics, a new feature that helps advertisers gauge calls they receive through Google’s click-to-call ad feature.

Call metrics, an ad-hoc ad analytics tool, uses the Google Voice technology to assign AdWords campaigns a special, clickable phone number. This number is inserted on the fly into the ad for desktop and smartphone gadgets when a call is made.

Call users make by clicking the number are routed to the business, with AdWords call metrics logging this call. Later, when AdWords users look at their reports, they’ll see the number of calls generated by each campaign and call duration.

Google, which will add caller area code to the metrics in the future, noted that advertisers who know where their calls are generated can chisel their marketing strategy, creating greater advertising efficiencies…

Full story at Google Watch »