Setting up call tracking and conversion measurements ensures every pound of your ad spend is accounted for. Here is how to measure phone calls and leads accurately:
Types of Call Conversions
Calls from ads directly: Tracks when someone clicks the phone number displayed on your ad on a mobile device or dials the Google forwarding number shown on a desktop screen.
Calls to a number on your website: Uses a small snippet of Google code on your site that dynamically swaps your standard business phone number with a unique Google Forwarding Number (GFN) whenever a visitor arrives via an ad click.
Clicks on your phone number on mobile web: Measures taps on “Call Now” buttons on your website.
1.Navigate to Conversions in Google Ads:Requires standard Google Ads account access.Log into your Google Ads dashboard, click on Goals in the left menu, then select Conversions and click Summary. Select + New conversion action.
2.Select Call Conversion Source:Choose the exact call type you wish to measure.Choose Phone calls from the list of conversion types. You will be presented with three choices:
Calls from ads using call extensions or call-only ads.
Calls to a phone number on your website.
Clicks on your number on your mobile website.
3.Configure Call Details and Value:Set call duration thresholds to filter low-quality leads.Name your conversion: Give it a clear label (e.g. “Ad Call Leads”).
Set call duration: Set a minimum threshold (e.g. 60 seconds) so short missed calls or wrong numbers aren’t counted as successful leads.
Assign a value: Set a target monetary value per call if known, or leave it uniform to gauge performance.
4.Install Dynamic Call Tracking Code (Website Calls):Only needed if tracking calls made after clicking to your site.If tracking calls from your website, paste the generated Google Tag into the <head> section of your site, along with the snippet that dynamically swaps your published phone number for the Google Forwarding Number.
5.Link to Google Business Profile: Captures calls originating from Local Services & Maps.Ensure your Google Business Profile is linked under Tools & Settings > Linked accounts. Enable call reporting directly inside your Profile campaign settings to record calls originating from Maps and Local Finder listings.
Best Practices for Accurate Data
Test the setup: Call your dynamic number using a mobile phone from an active preview link to confirm the phone number dynamically updates on your site and routes to your line properly.
Set realistic duration rules: A 30-to-60 second minimum call length filters out accidental taps and spam while capturing genuine sales enquiries.
Review call logs: Check the Call Details report periodically under the Campaigns tab to review call start times, duration, and caller area codes without compromising user privacy.
