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About call reporting

Call reporting – which runs on Google forwarding numbers lets you measure the performance of your call extensions and call-only ads. You can track details like call duration, call start and end time, caller area code and whether the call was connected. You also can count phone calls of a specified duration as conversions and use automated bidding strategies to increase the likelihood of conversions.

How it works

Call reporting – which is only available on the Search Network – uses Google forwarding numbers to measure the performance of your call extension or call-only ad. When you turn on call reporting, we’ll assign a Google forwarding phone number to your ad. That way, you’ll be able to see the details of your calls, and count them as conversions.

Here’s what happens when your ad runs with call reporting:

  1. A customer taps your ad to call you. You’re charged for a click – the same CPC as if the customer were clicking on an ad that goes to your website.
  2. The call goes to your business. Customers’ calls get routed through a Google forwarding number, which allows you to gather data about the call. Note that caller ID still works for calls routed through Google forwarding numbers (except in India), so you can see who’s calling.
  3. You can review data about all the calls from your ads and optimise your campaigns based on that information.


A travel agent notices that they've received more calls since adding call extensions, and wants to better understand this phone traffic. They turns on call reporting. Reviewing the data, they see calls lasting more than two minutes tend to lead to sales, so they chooses to count those calls as conversions. Later, they see that their conversions are coming from callers in the 620 area code, so they decides to target their ads to the corresponding region.

About phone numbers

Whenever possible, Google forwarding numbers will share the same area code or prefix number as your business. Otherwise, a local number area code or prefix for your geographic region will be used instead. In some cases, a local Google forwarding number may not be available. When this happens, your ad will show a freephone Google forwarding number instead. Google forwarding numbers are either freephone, equivalent to a local number or a local number.

Important: Since Google forwarding numbers associated with your call reporting are property of Google, they can change or be reassigned. For that reason, you can't use your Google forwarding number outside call reporting and website call conversion tracking.

Call reporting and performance

Google forwarding numbers may not show with desktop ads if your ad group isn’t getting a minimum number of clicks in a 4-week period. Your business phone number will be shown in that case. (There’s no minimum requirement for ads on mobile.)

AdWords shows call extensions only when you meet certain criteria. Find out more

Countries where Google forwarding numbers are available

Google forwarding numbers are currently available in the following countries:

Country Toll-free number Local number
Czech Republic
South Africa
United Kingdom*  
United States
*Toll free number equivalent to a local number

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