Track phone number clicks on a mobile website

Conversion tracking can help you 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:

  • A Google Ads account: Don't have one yet? Sign up at http://ads.google.com.
  • 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 onclick event handler.

Instructions

Step 1: Create a conversion action

  1. Sign in to your Google Ads account.
  2. In the upper right corner, click the tools icon , and under "Measurement", click "Conversions.
  3. Click the plus button .
  4. Click Phone calls.
  5. Select Clicks on your number on your mobile website.
  6. Click Continue.
  7. Next to “Conversion name,” enter the name of the phone call conversion you'd like to track. This will help you recognize this action later when it shows up in conversion reports. An example might be "Flower phone orders" or "Booking calls."
  8. Next to “Category,” select the category that best applies to your conversion from the drop-down.
  9. Next to “Value,” enter a value for each click, select Use different values for each click and enter a default value, or select Don't use a value if you'd prefer not to count one.
  10. Next to “Count,” select whether to count one or every conversion per ad click. "One" is best for leads; "Every" is best for sales. 
  11. Click Conversion window. Select a conversion window for this conversion action from the drop-down. The window can be 1 to 90 days.
  12. Click View-through conversion window. Select a view-through conversion window for this conversion action from the drop-down. The window can be 1 to 30 days.
  13. Click Include in “Conversions.” This setting—selected by default—lets you decide whether or not to include data for this conversion action in your "Conversions" reporting column. If you uncheck this setting, data will still be included in the "All conversions" column. You might want to uncheck this setting if you use Smart Bidding, and you don't want to include this particular conversion action in your bid strategy. Learn more about the "Include in 'Conversions'" setting.
  14. Click Create and continue.

Step 2: Set up your conversion tracking tag

To set up mobile website conversion tracking, you'll need to add 2 code snippets to your website: the global site tag and the event snippet.

The global site tag adds website visitors to your "All visitors" remarketing lists (if you've set up remarketing) and sets new cookies on your domain, which will store information about the ad click that brought someone to your site. Note that your Google Ads conversion tracking tag will be able to use this click information to attribute a conversion to your Google Ads campaigns. Please ensure you're providing users with clear and comprehensive information about data collection, and obtaining consent where legally required.

You must install the global site tag on every page of your website, but you need only one global site tag for each Google Ads account.

The event snippet tracks the clicks to a phone number on your website that should be counted as conversions. Install this snippet between the <head></head> tags of the page where your phone number appears, right after the global site tag.

Note

When tracking phone number clicks, you'll see click data instead of call data (such as call length) in your conversion reports.

After you create a conversion action, choose from 2 ways to install your tag:

Option 1: Install the tag yourself

  1. Under “Global site tag,” select the option that best describes your situation and follow the instructions for installing the tag:
    • I haven’t installed the global site tag on my website: Choose this option if it’s your first time setting up the tag for a conversion action in your account and you haven’t installed the global site tag from another Google product. This option shows the full global site tag. To install the tag, copy the tag code and paste it between the <head></head> tags of every page of your website.

      Here’s an example of a global site tag, where “CONVERSION_ID” stands for the conversion ID that’s unique to your Google Ads account:

      <script async src="https://www.googletagmanager.com/gtag/js?id=AW-CONVERSION_ID"></script>

      <script>

      window.dataLayer = window.dataLayer || [];
      function gtag(){dataLayer.push(arguments);}
       gtag('js', new Date());
      gtag('config', 'AW-CONVERSION_ID');


      </script>
    • I installed the global site tag on my website from another Google product (example: Google Analytics) or from another Google Ads account: If this option applies to you, you won’t need to add the global site tag to your website again; however, for conversion tracking to work for this account, you’ll need to add the config command (the piece of code that contains your conversion ID) to every instance of the global site tag. This option shows that command, where “AW-CONVERSION_ID” stands for your account’s conversion ID:


      gtag('config', 'AW-CONVERSION_ID');

      Add the config command to every instance of the global site tag on your website, right above the </script> end tag. 

      Here’s an example of a global site tag that’s configured for both Google Analytics and Google Ads, with the config command for the Google Ads account highlighted:

      <script async src="https://www.googletagmanager.com/gtag/js?id=GA-_TRACKING_ID">

      </script>

      <script>

        window.dataLayer = window.dataLayer || [];

        function gtag(){dataLayer.push(arguments);}

        gtag('js', new Date());

        gtag('config', 'GA_TRACKING_ID');
        gtag('config', 'AW-CONVERSION_ID');

      </script>

    • I already installed the global site tag on my website when I created another conversion action in this Google Ads account: If this option applies to you, you don’t need to add the global site tag again to your website. Just make sure that the global site tag appears on every page of your site and that the config command in each instance of the tag contains your account’s conversion ID. You’ll see your conversion ID when you select this option.

  2. (Optional) Modify the global site tag based on your preferences:​

    • If you don’t want the global site tag to add website visitors to your remarketing lists, add the highlighted portion below to your global site tag’s 'config' command:

      gtag('config', 'AW-CONVERSION_ID', {'send_page_view': false});

    • If you don’t want the global site tag to set first-party cookies on your site’s domain, add the highlighted portion below to your global site tag’s 'config' command:

      gtag('config', 'AW-CONVERSION_ID', {'conversion_linker': false});

      We don’t recommend doing this as it will lead to less accurate conversion measurement.

  3. Copy the global site tag, then follow the instructions to add it to your website. 

  4. Under “Event snippet,” copy the event snippet, then follow the instructions to add it to your website. You’ll need to add the event snippet to the page that has the button or link you’d like to track for clicks.

  5. Click Next.

  6. Click Done.

  7. Follow these instructions to add an additional piece of code to the button or link you’d like to track. This step is required for conversion tracking to work.

Option 2: Use Google Tag Manager

Google Tag Manager is a tag management system that allows you to quickly and easily update tags and code snippets on your website. You can use Google Tag Manager to install your conversion tracking tag.

  1. Copy the Conversion ID and Conversion label (shown in this tab) for your conversion action.
  2. Follow the instructions to set up Google Ads conversion tracking in Google Tag Manager. Important: To ensure proper tracking in all browsers, make sure you add a Conversion Linker tag and configure it to fire on all of your webpages.
  3. Click Next.
  4. Click Done.
  5. Complete additional setup steps in Google Tag Manager. This is required for conversion tracking to work.
    Choose one of the 2 options below:
    1. Basic: Set up a click trigger so the conversion tracking tag fires when the relevant click occurs.
    2. Advanced: Add a function call to the code for the link, button, or button image. Then, set up a custom event trigger so the conversion tracking tag fires when the event (in this case, a click) occurs.

Check your conversion tracking tag

If you want to make sure your conversion tracking tag is installed and tracking conversions correctly, or you think there may be a problem with the tag, read these instructions for checking your conversion tracking tag.
 

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