A Google forwarding number is a unique phone number from Google that you can use in your ads to help track the calls to your business. It can be used by turning on call reporting in your account settings.
Countries where Google forwarding numbers are available
Google forwarding numbers are currently available in the following countries:
*Toll-free number equivalent to a local number
**On some calls, Caller ID shows a Google number, not the user's number
‡In Japan, your service provider is Google Connect Asia Pacific Pte. Ltd.
How it works
When enabling call reporting, Google provides a unique phone number that's displayed with your ads or assets. If a user calls this phone number, Google Ads will route the call to your business phone number. You'll then be able to see detailed reports about calls generated from your ads.
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 toll-free Google forwarding number instead. Google forwarding numbers are either toll-free, equivalent to a local number, or a local number.
Where forwarding numbers don’t work
Display network: Call assets targeting the Display Network don’t support Google forwarding numbers or tracking calls as conversions.
Ads with low traffic: 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 high-end mobile devices).
Outside of Google ads: Google forwarding numbers shouldn’t be copied and promoted outside of Google Ads. These numbers are a property of Google and can change or be reassigned at any time.
Early media phone tree systems: Early media is incompatible with Google Ads call tracking and may result in missed calls being reported.
Frequently asked questions
Which phone number will be shown in my ads when call reporting is turned on?
On mobile traffic, your business phone number will appear in the ad. After clicking on the ad, users will see the Google forwarding number in their dialer.
How do I remove a Google forwarding number in my ads?
You can remove forwarding numbers by turning off call reporting. Once this change is made, your ads will show your business phone number instead. Note that the call details report will no longer be available if call reporting is disabled. Learn how to manage call reporting for your campaigns
Are Google forwarding numbers allocated to my ad indefinitely?
A Google forwarding number is designed to track your call performance, and the number may vary over time. Therefore, it's not recommended to copy or promote the Google forwarding number beyond your ad campaign with Google Ads.
What happens if someone calls the Google forwarding number, saves the number, and calls again later?
Calls will still connect to the business for 60 days after the user’s initial call. Every time the user calls within that time period, the 60-day window is reset and the number will remain connected for another 60 days. After an entire 60-day period expires, the number will no longer route calls to the business.
What happens if someone doesn’t call after clicking the ad, writes down the Google forwarding number, and calls back later?
If the user calls the Google forwarding number within about 30 minutes (up to about 2 hours in certain markets) of viewing the ad, the call will connect. If the user places the first call outside of this initial window, the call won't be routed. This is a rare scenario, as the vast majority of calls happen within 5 minutes of the user seeing a Google forwarding number in an ad or on a website.