About phone call conversion tracking

On this page

• Benefits
• Types of phone call conversions you can track
• Security and privacy for conversion and event tracking

Benefits

• Find which keywords, ads, ad groups, and campaigns are best at driving the most valuable phone calls to your business.
• Understand your return on investment (ROI) and make better informed decisions about your ad spend.
• Use automated bid strategies like target CPA that automatically optimize your campaigns for your business goals.

Types of phone call conversions you can track

Below are 5 ways to track phone call conversions. You'll also learn how to set up phone call conversion tracking.

• Calls from ads: Track calls made directly from call-only ads or call and location assets used in your ads. You set a minimum call length, and every call that lasts at least that long is counted as a conversion. To ensure this works correctly, make sure call reporting is enabled in your account settings (this utilizes Google forwarding numbers). Verify the 'Calls from ads' conversion action is active and set as a primary goal. If calls aren't being recorded, check that the call length setting is appropriate for your business needs; calls shorter than this duration won't be counted. You can check actual call durations in the 'Call details' report in the Report Editor.
• Calls to a phone number on your website: Track calls made when someone clicks on your ad, then calls the forwarding number we display on your website. You set a minimum call length, and every call that lasts at least that long is counted as a conversion. To ensure this works correctly, make sure the Google tag and a specific event snippet for website call conversions are correctly implemented on your website. This allows a Google forwarding number to dynamically replace your website number for users who clicked an ad. Use Tag Assistant to verify tag implementation. If you see an 'Inactive Tag' status, this often means the tag or snippet isn't correctly implemented. Ensure call reporting is enabled if using Google forwarding numbers.
• Clicks on a number on your mobile website: Track calls made when someone clicks on your ad, then clicks on a phone number, button, or link on the mobile version of your website. In this case, we can only track these clicks, not the phone calls themselves.
• Clicks on call ads and assets: Track clicks on call ads and assets without using a Google forwarding number. In this case, a click on call ad or asset counts as a conversion based on Google’s estimation of whether a meaningful phone call occurred after a person clicked your ad.
• Import call conversions: Import call conversions that you track in another system into Google Ads. This method allows more control over which calls you count as conversions. For example, you can choose to track calls as conversions only when they include sales, and include the values of these sales. This gives you more information on which ads are driving the most valuable calls for your business. Importing call conversions requires tracking call details in another system, such as a customer relationship management (CRM) application, and importing this information into Google Ads. Learn more about importing call conversions

Tracking call conversions from ads and from a website and importing call conversions require Google forwarding numbers.