Imported call conversions are the latest update to roll out for Google AdWords, and they’re being welcomed with open arms.

Seeing how mobile traffic now accounts for more than half of all Google searches, it’s no surprise that call conversions play a vital role when advertisers are calculating their ROI.

Currently call conversions are limited to tracking by call duration. Advertisers determine what they consider to be the minimum call length that yields a conversion. The issue here is, while this provides a good starting point, advertisers cannot determine exactly which calls turned into a sale.

So here’s what’s new:

The ground rules are the same, you still have to use a Google forwarding number and you have to set up call extensions and/or call-only ads. Lastly, if you have not already implemented a call tracking strategy, get started because this is now mandatory.

Next, you should have your phone tracking linked up, preferably, to a customer relationship management system (CRM) where you can keep track of key details like the caller’s phone number, if the call led to a sale, etc.

Once you’ve started tracking you will then have the ability to import files containing all of the information gathered and subsequently match it up with the “conversion actions” you’ve defined.

This now means you can narrow conversions right down to the keyword that triggered the ad. You also have the ability to import revenue data, conversion values, and conversion currencies to give yourself a broader picture of how your campaigns are preforming. Google is finally giving advertisers the chance to measure the true worth of their calls.

This update is should become readily available to all AdWord accounts within the next couple of weeks.