Use conversion tracking to help you understand how effectively your call ads and ads with call or location assets lead to phone calls.
Conversion tracking tracks a call as a conversion when it lasts longer than a minimum length that 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.
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 tracking 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 optimise 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 tracking 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.
Instructions
- In your Google Ads account, click the Goals icon
.
- Click the Conversions drop-down in the section menu.
- Click Summary.
- Click New conversion action.
- Click Phone calls.
- Select Calls from ads using call extensions or call-only ads, then click Continue.
- Use the 'Goal and action optimisation' drop-down to select the goal category to group with your conversion action. It will have default selections for 'Goal' as 'Phone call lead' and 'Conversion action optimisation' as 'Primary action'.
- Add a 'Conversion name' with not more than 100 characters.
- Under 'Value', either select Use the same value for each conversion and enter a value for each phone call conversion, or select Don’t use a value for this conversion action which isn't recommended.
- Next to 'Count', select whether to count every or one conversion per ad click. 'Every' is best for sales; 'one' is best for leads.
- Click Call length. Enter the minimum length, in seconds, that a phone call needs to last in order to be counted as a conversion.
- Under the 'Click-through conversion window' drop-down, select a conversion window (how long after an ad click you want to track conversions) for this conversion action. The window can be one to 60 days.
- (Advanced) Click Account-default conversion goals.
- Opting into this setting – selected by default – will include data for this conversion action in your 'Conversions' reporting column. If you untick this setting, data will still be included in the 'All conversions' column.
- Data in the 'Conversions' column is used by automated bid strategies like target ROAS, enhanced cost per click (ECPC) or target CPA. So, if you use an automated bid strategy to optimise for conversions, and you don't want to include this particular conversion action in your bid strategy, you can untick this setting. Otherwise, leave it ticked.
- Click Attribution model. This setting lets you choose how to assign credit for each conversion: to the last click that a customer made before a conversion, the first click or a combination of clicks. Learn more about each option and how this setting works in About attribution models.
- Click Create and continue.
.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.
