Track phone number clicks on a mobile website

Conversion tracking can help you understand how effectively your ads lead to clicks on your business phone number on your mobile website. Unlike other 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 for your Google Ads account.
  • A website: This is where you'll put the conversion tracking code (called a "tag").
  • Ability to edit website: Either you or your web developer will need to be able to add the tag to your website and add a JavaScript snippet with an onclick event handler.


Step 1: Create a conversion action

  1. Sign in to your Google Ads account.
  2. In the upper right corner, click the tools icon Google Ads | 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. Use the “Goal and action optimization” drop-down to select the goal category to group with your conversion action. It will have default selections for “Goal” as “Phone call lead” and “Conversion action optimization” as “Primary action”.
  8. Add a “Conversion name” with not more than a 100 characters.
  9. Under “Value”, either select Use the same value for each conversion and enter a value for each phone call conversion, or select Don’t use a value for this conversion action which is not recommended.
  10. Next to “Count,” select whether to count every or one conversion per ad click. "Every" is best for sales; "one" is best for leads.
  11. Click Call length. Enter the minimum length, in seconds, that a phone call needs to last in order to be counted as a conversion.
  12. Under “Click-through conversion window” drop-down, select a conversion window (how long after an ad click you want to track conversions) for this conversion action. The window can be 1 to 60 days.
  13. (Advanced) Click Account-default conversion goals.
    • Opting into this setting—selected by default—will 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.
    • Data in the “Conversions” column is used by automated bid strategies like Target ROAS, Enhanced cost-per-click (ECPC), or Target CPA. So, if you use an automated bid strategy to optimize for conversions, and you don't want to include this particular conversion action in your bid strategy, you can uncheck this setting. Otherwise, leave it checked.
  14. Click Attribution model. This setting lets you choose how to assign credit for each conversion: to the last click a customer made before a conversion, the first click, or a combination of clicks. Learn more about each option and how this setting works in About attribution models.
  15. Click Create and continue.

Step 2: Set up your Google tag

Follow the instructions to set up a Google tag.

Once you've set up your Google tag, you’ll need to add an event snippet. 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 Google tag.

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

  1. Copy the Google tag, then follow the instructions to add it to your website.
  2. 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.
  3. Click Next.
  4. Click Done.
  5. 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.

Check your Google 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, Troubleshoot your conversion tracking tag.

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