Set up your phone call conversions

Phone calls remain a vital conversion channel, and Google Ads offers solutions to measure their impact. By connecting call data to your campaigns, you can identify which ads are driving valuable phone leads. Learn more about conversion measurement.

This article will explain the steps you need to follow to set up your phone call conversion measurements.

On this page

• Get started with call conversions
• Set up phone call conversions
• Summary and next steps

Step 1: Get started with phone call conversions

1. Go to Summary within the Goals menu.
2. Select + Create conversion action.
3. Select the 'Conversions from phone calls' tick box.
4. Select Save and continue.

Step 2: Set up phone call conversions

Part 1: Choose the conversion category that you want to measure

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

Select a category from one of the top four 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

Important: Correctly configuring your conversion actions as primary (biddable) or secondary (observation only) is critical. Misconfiguring these settings can prevent Smart Bidding from optimising effectively, as the algorithm relies on these signals to improve your campaign performance.

1. Select + Create conversion.
2. Choose the method that best aligns with your business goals.
   • Select Calls from ads to identify which specific ads drive leads directly.
   • Select Calls from website to track customers who visited your site before calling.
     • 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.
   • Select Calls via uploads to track conversions that conclude offline and align your reporting with your CRM or sales records.
     • For calls via uploads, select Settings and follow the instructions to complete calls via uploads in the next steps.
     • Note: 'Calls via uploads' conversion action isn't available in the 'Phone call lead' category but is available for other categories.
3. Select Save and continue to save the conversion action.

Note: If you see an 'Unverified' or 'Inactive' status for a new phone call conversion action, this is normal. The status will only update to 'Active' after Google Ads records the first actual conversion or a successful test event.

Step 3: Summary and next steps

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

Set up call from ads

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

Set up calls from website

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