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Track phone number clicks on a mobile website

Use conversion tracking to help you to see how effectively your ads lead to clicks on your business phone number on your mobile website. Unlike other kinds of phone call conversion tracking, this feature only tracks clicks on your phone number, not actual phone calls. This article shows you how to track phone number clicks from the mobile version of your website. You can measure clicks on a text link, image or button.

Before you begin

Here's what you'll need before you can set up phone number click conversion tracking:

  • An AdWords account: Haven't got one yet? Sign up at
  • A website: This is where you'll put the conversion tracking code, called a "tag".
  • Ability to edit website: Either you or your webmaster will need to be able to add the tag to your website and add a JavaScript snippet with an on-click event handler.



Select the AdWords experience that you're using. Learn more

Get the conversion tracking tag from your AdWords account

  1. Sign in to your AdWords account.
  2. Click the Tools tab and select Conversions from the drop-down menu.
    Select "Conversions" from the menu
  3. Click the + Conversion button.
    New conversion action
  4. Select the "Phone calls" option.
  5. Select Clicks on your number on your mobile website.
  6. Click Name. Enter the name of the phone call conversion that you'd like to track. This will help you to recognise the action later when it shows up in conversion reports. An example might be "Flower phone orders" or "Booking calls". Click Done.
  7. Click Value. Enter a value for each call, or select "Don't assign a value", if you'd prefer not to count one. Click Done.
  8. Click Count. Select whether to count every or one conversion per ad click. "Every" is best for sales; "one" is best for leads. Click Done.
  9. Click Conversion window. Select a conversion window (how long after an ad click or ad impression you want to track conversions) for this conversion action. The window can be 1–90 days. Click Done.
  10. Click Category. Select the category that best applies to your conversion. Your choice here is used simply to segment your conversion reports. You can always change it later. Click Done.
  11. (Advanced) Click Include in "Conversions". Opting into this setting – selected by default – will include data for this conversion action in your "Conversions" reporting column. If you untick this setting, then data will still be included in the "All conversions" column.

    Data in the “Conversions” column is used by automated bid strategies like Target return on ad spend (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 Done.
  12. Click Save and continue.

Add the tag to your website

You've almost finished! For your conversion tracking to work, you or your webmaster now needs to follow the instructions to add the tag to your website.

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