Measure calls from ads

Use conversion measurement to help you understand how effectively your call ads and ads with call or location assets lead to phone calls.

Conversion measurement tracks a call as a conversion when it lasts longer than a minimum length you set. This way, you can filter out shorter calls that probably don’t include sales or other valuable actions for your business.

If you use another system to track when calls lead to sales or other conversions, you might want to create an import calls conversion action instead. Or, you can see all call conversion actions in About phone call conversion tracking.

Note: Once you’ve enabled call reporting, new calls will be counted with the default conversion action “Calls from ads”. The “Calls from ads” conversion action will be automatically included in your “Conversions” column. You can set your own call conversion action by following the instructions below.

Benefits

This feature helps you understand how well your keywords, ads, ad groups, and campaigns are working for your business, allowing you to invest more wisely and help boost your return on investment (ROI). Conversion measurement also allows you to take advantage of automated bid strategies such as Target cost-per-action (CPA) and Target return on ad spend (ROAS), tools that help you automatically optimize your campaigns according to your business goals.

This article will show you how to track phone calls from your ads.

Requirements

Here's what you'll need before you can set up conversion measurement for calls from ads:

A Google Ads account: Don't have one yet? Sign up for your Google Ads account.
You'll need at least one: call asset, location asset with a call option or a call ad.
Call reporting enabled in your account settings.
A business in an eligible country: Call reporting is currently available in these countries. The country code of the phone number added to a call asset, call ad, or location asset should be in the list of eligible countries.

Step 1: Measure conversions from phone calls

Go to Summary within the Goals menu.
Select + Create conversion action.
Select Conversions from phone calls.
Select Continue.

Step 2: Set up phone call conversions

Part 1: Choose the conversion category you want to measure

Choose the conversion category (or categories) you want to measure. Categories help you group multiple conversions together. The category should be the most closely related to the user action you are measuring. If you don’t find exactly what you are looking for, choose the next best category to sort your conversion.

Select a category from one of the top 4 categories recommended for you or select see all to view all category options.

If you have an existing conversion(s) already grouped into that category, we will let you know how many conversions already exist in that category.

Part 2: Define your conversion

Select + Add a conversion action.
Select Calls from ads, Calls from website visits, or Calls via uploads.
- For phone calls from website visits, define your event by selecting Someone calls a number shown on my website and add your phone number.
- Alternatively, you can select Someone makes a call by clicking a number on my website. Google will give you instructions at the end of the workflow to enable this.
- For calls via uploads, select Settings and follow the instructions to complete calls via uploads in the next steps.
Select Save and continue to save the conversion action.

Step 3: Next steps

Now that you’ve created your conversions, review the next steps to ensure your conversions can be measured correctly.

Set up call from ads

Select Set up call from ads. You’ve created a new conversion category.
Select Finish.
Select Set up calls from website (calling a number shown on website).
Set up your Google tag and event tag.
Check your Google Click ID.
Select Agree and finish.

Set up calls from website

Select Set up calls from website (clicking on a call link, such as on a mobile).
Set up your Google tag and event tag.
Select Finish.
Select Set up call via upload.
Set up your Google tag and event tag
Turn on your website and lead tracking system. Learn more about Google Click ID.
Download the import template and ensure the column names and your transaction data are formatted correctly. Learn more about how to import phone call conversions.
Select Finish.

Tracking calls made from your Business Profile

If your Google Ads account is linked to a Business Profile with the call history feature turned on, calls generated from your Business Profile that can be attributed to an ad interaction will be reported in the "Calls from ads" conversion action in your Google Ads account.

To track calls made from a Business Profile, make sure:

Your Business Profile listing is based in the United States or Canada
Your Business Profile is linked to your Google Ads account. Learn more About linking your Business profile.
Call history is enabled in your Business Profile listing. Learn more about call history in Google Business Profile.
Call reporting is enabled in your Google Ads account. Learn more About call reporting.

Was this helpful?

How can we improve it?