How to Track Phone Calls as Google Ads Conversions
A step-by-step guide to getting phone calls from your website into Google Ads as conversions, so Smart Bidding can optimise for real phone leads.
Why this matters
Smart Bidding learns from conversions. If a large share of your leads phone you after visiting your website, and Google Ads cannot see those calls, it is optimising on a fraction of your results. Campaigns that drive calls look expensive and lose budget. This guide shows how to fix that.
The three kinds of phone conversion
| Type | What it counts | Limits |
|---|---|---|
| Calls from ads | People who tap the number in your advert or call asset | Only calls straight from the ad |
| Calls to a number on your website (Google) | Calls to a Google forwarding number shown on your site | Only visitors from ads, with limited detail and no recording |
| Imported calls | Calls matched to the click that led to them, uploaded from a call tracking system | Needs call tracking set up |
Most businesses benefit from keeping calls from ads switched on, and importing website calls through call tracking. Imported calls can include a value and only count when they meet your rules, which is what makes them so useful for bidding.
Step by step
- Check auto-tagging is on. In Google Ads, go to Admin, Account settings, Auto-tagging. This adds the click ID (GCLID) to your ad links, which is what lets a call be matched to its click.
- Install website tracking. Add the Call Tracked script to your site and set up a Google Ads number pool. The script stores each visitor's click ID with their visit.
- Connect Google Ads. In Call Tracked, connect your Google Ads account. We create the conversion actions for you, or you can map to existing ones.
- Choose what counts. Set rules for each conversion action. A common set-up is "Phone lead" for first-time callers over 60 seconds with a lead score above 60, and "Phone booking" for calls where a booking was made.
- Pick values. Give each action a value. If you track revenue, the actual sale value can be sent later.
- Check the counting setting. For lead generation, set counting to "One" so a single person calling twice is not counted twice.
- Decide primary or secondary. Make the actions you want bidding to optimise for primary. Others can be secondary so you can see them without affecting bids.
- Wait for data. Give it two to four weeks. Smart Bidding needs a steady flow of conversions to learn.
- Adjust bidding. Once imported calls are flowing, consider Maximise conversions or Target CPA. If you send values, Maximise conversion value or Target ROAS.
Common mistakes
- Counting every call. Short calls, existing customers and spam teach the algorithm the wrong lesson. Use rules.
- Double counting. If you count calls from ads with Google and also import them, make sure the same call is not counted twice. Our imports exclude calls already counted by call assets when you tell us to.
- Changing too much at once. Switching bidding strategy, budgets and conversion actions on the same day makes it impossible to see what worked.
- Forgetting the phones. Answer-rate reports often show calls missed during expensive hours. Fix that before bidding harder.
What about Microsoft Ads and Meta?
Microsoft Ads works the same way, using its own click ID. For Meta, qualified calls are sent through the Conversions API. Both are covered by the same rules you set in Call Tracked.
Frequently asked questions
How quickly do imported calls appear?
We upload several times an hour. Google usually shows them within a few hours, sometimes up to a day.
What is the conversion window?
Google accepts imported conversions for clicks up to 90 days old. Most calls happen within a few days of the click.
Does this work with Performance Max?
Yes. Imported conversions can be used by Performance Max campaigns in the same way as other conversions.
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