How to Set Up Phone Call Conversion Tracking in Google Ads

For businesses running Google Ads campaigns that rely on phone calls, implementing phone call conversion tracking is crucial. This helps you assess your campaign's effectiveness and make informed optimization decisions.

In this guide, we'll provide detailed, step-by-step instructions on three distinct methods for setting up phone call conversion tracking in Google Ads. We'll also explain the circumstances under which each method is most suitable.

Method 1: Leveraging Ad Extensions

The initial method we'll explore allows you to establish call tracking using ad extensions. This extension enables users to call your business directly from your ad without having to visit your website. Here's a comprehensive breakdown of the process:

1. Campaign Setup: To begin, ensure that you have a campaign in place where you intend to implement call tracking.
2. Accessing Conversions: Navigate to "Tools and Settings" within your Google Ads account and select "Conversions."

1. Creating a New Conversion Action: Click on "New Conversion Action" and choose "Phone Calls."
2. Selecting the Conversion Type: Opt for "Calls from ads using call extensions or call-only ads," and then click "Continue."
3. Assigning a Name to Your Conversion: Give your conversion action an appropriate name, such as "Calls from Ads."

1. Assigning a Value: Depending on your business, it's advisable to assign a monetary value to each phone call. This assists in optimizing your campaigns more effectively. For instance, you might assign a value of $50 for a typical call.
2. Call Count: Decide whether you want to count multiple calls from the same person as individual conversions or as a single one. Select the appropriate option.
3. Setting Call Length: Determine the minimum duration for a call to qualify as a conversion. While the default is 60 seconds, adjust this according to your business needs.
4. Attribution and Window: Keep the click-through window at 30 days and choose "Data Driven" for attribution.
5. Create and Continue: Click "Create and Continue" to complete the setup of your conversion action.

1. Setting Up Call Extension: Return to your homepage, go to "Ads and Assets," and select "Assets." Here, create a call extension and assign it at the account, campaign, or ad group level based on your requirements.

1. Configure Advanced Options: Adjust settings such as business hours if necessary.
2. Save and Create: Save your call extension, linking it to the conversion you previously created.

Method 2: Tracking Phone Number Clicks on Your Website

This method involves tracking phone clicks on your website using Google Tag Manager. Make sure Google Tag Manager is correctly installed on your website before proceeding. Here's how to set it up:

1. Create a New Conversion Action: Within Google Ads, select "Conversions" and then "Phone Calls." Choose "Clicks to a number on your mobile website."

1. Naming the Conversion: Assign a name to this conversion, such as "Phone Number Clicks."
2. Value Assignment: Set a lower value compared to the one based on call duration. For example, you might assign a value of $20 per phone call.
3. Call Count: Keep this as "One" to prevent multiple clicks from being counted as separate conversions.
4. Default Settings: Leave all other settings as default.
5. Create and Continue: Click "Create and Continue" to proceed.

1. Getting Conversion ID and Label: Access Google Tag Manager and copy the conversion ID and label provided.

1. Creating a New Tag: Within Google Tag Manager, create a new tag and name it, e.g., "Phone Clicks."

1. Configuring the Tag: Select "Google Ads" under "Tag Configuration" and paste the conversion ID. Then, input the conversion label and complete the tag setup.
2. Setting Up the Trigger: Create a trigger for the tag to fire on links containing your phone number, typically using the "contains" condition for the URL.

1. Debugging: Debug the setup to ensure the tag fires correctly. Activate Google Tag Manager's Preview mode, test it, and publish it once verified.

Method 3: Dynamic Phone Number Swap (Track Call Duration)

The dynamic phone number swap method enables Google to replace the phone number on your website when visitors arrive from Google Ads. This approach offers the most accurate tracking of call duration. Here's how to set it up:

1. Create a New Conversion Action: In Google Ads, select "Phone Calls" and choose "Calls to a number on your website."

1. Naming and Value: Assign a name like "Calls from Website Dynamic Swap" and set a value (e.g., $40).
2. Phone Numbers: Enter your actual phone number for call forwarding and the current displayed number on your website.
3. Call Length, Attribution, and Window: Set call length (e.g., 60 seconds), attribution to "Data Driven," and click-through window to 30 days.
4. Create and Continue: Complete the conversion action setup.

1. Getting Conversion ID and Label: Copy the conversion ID and label.

1. Setting Up Tag in Google Tag Manager: Create a new tag in Google Tag Manager, name it, and select "Google Ads" under "Tag Configuration." Paste the conversion ID and label.
2. Triggering: Set the trigger to fire on all pages of your website.

1. Preview Mode: Debug the setup in Google Tag Manager's Preview mode to ensure that the tag fires‍
2. Publish: Once confirmed, publish the setup.

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Verify your dynamic call tracking

1.  Add /#google-wcc-debug to the end of your page URL and reload Page
2. Click Force (this will test if your dynamic swap is working correctly)
3. The number that you are tracking on the page should change to 999-999-9999 if the tracking is set up correctly.
4. If it does, that means the tracking is correctly set up. If not, you may need to see if any errors were made during the setup

Note: With Google Ad's native call duration tracking, you can only track one phone number at a time. If you set up multiple tracking, only the first tracking number to load will swap the number, which can lead to lost attribution.

If you want to track multiple phone numbers using this method, you will need to use a third party provider like Call Rail.

Choosing the Right Method

Each method has its own advantages and considerations:

• Ad Assets (previously Ad Extensions): Quick and easy, great for mobile users. Tracks calls directly from ads.
• Phone Clicks on Website: Useful for websites with multiple phone numbers but may count more clicks than calls.
• Dynamic Phone Number Swap: Offers the most accurate tracking but can affect text messaging and can only track one number at a time (per page).

Select the method that aligns best with your business requirements and tracking objectives.

Conclusion

Implementing phone call conversion tracking in Google Ads is essential for evaluating campaign performance and optimizing your advertising efforts. By following these comprehensive, step-by-step instructions, you can select the most suitable method for your business and gain valuable insights into your phone call conversions.

Keep in mind, It is important that you track phone calls that come directly from your ads (using Ad Assets), and to choose a method to track phone calls from your website.

If you have any questions or need further assistance, please feel free to take a look at our detailed Youtube video below.

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Watch the Tutorial on YouTube

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Key Topics Covered:

‍00:00 - Intro

‍00:24 - Setting up Phone Call Ad Asset Conversions

‍03:53 - Setting up Phone Click Conversions

‍09:47 - Setting up Phone Number Dynamic Swap (Based on call duration)

‍14:34 - How to choose which type of tracking to use

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