Measure calls from ads

You can use conversion measurement to help you understand how effectively your ads with call or location assets lead to phone calls.

Conversion measurement can track a call as a conversion in two ways: by analyzing call recordings using Google's AI to identify high-quality leads, or by counting calls that last longer than a minimum duration you set. This way, you can filter out calls that probably don’t include sales or other valuable actions for your business.

If you use another system to track when calls lead to sales or other conversions, you might want to create an import calls conversion action instead. Or, you can review all call conversion actions in About phone call conversion tracking.

This article explains how to track phone calls from your ads.

Note: After you’ve enabled call reporting, new calls will be counted with the default conversion action “Calls from ads”. The “Calls from ads” conversion action will be automatically included in your “Conversions” column. You can set your own call conversion action by following the instructions below.

Benefits

This feature helps you understand how well your keywords, ads, ad groups, and campaigns are working for your business, allowing you to invest more wisely and help boost your return on investment (ROI). Conversion measurement also allows you to take advantage of automated bid strategies such as Target cost-per-action (CPA) and Target return on ad spend (ROAS), tools that help you automatically optimize your campaigns according to your business goals.

To help you identify the most valuable leads, Google’s AI can analyze your call recordings. Moving beyond simple metrics like call duration, you can use advanced AI to help identify and optimize for the leads that truly matter to your business (such as a customer scheduling a consultation or inquiring about specific services).

How it works

If call recording is on: AI analyzes the recording to determine the lead quality.
If call recording is unavailable: If you turn off call recording, or if a call cannot be recorded, the system will automatically fall back to using your set call duration to measure the conversion.
If call duration is unavailable: If you turn off call reporting, or in the rare event a Google forwarding number isn’t available, conversions will be classified based on ad interaction data.

Eligibility and Privacy

The call recording feature is currently limited to calls where both parties are in the U.S. or Canada, and all data is used to evaluate lead quality, prevent fraud, and improve reporting accuracy. You can disable call recordings at any time through your account settings. Note: Use of the call recording feature is governed by the Call Ads Supplemental Terms.

Requirements

Before you can set up conversion measurement for call from ads, you'll need:

A Google Ads account: Don't have one yet? Sign up for your Google Ads account.
At least one: call asset, location asset with a verified phone number.
Call reporting enabled in your account settings (we recommend enabling call recording as well in order to benefit from AI qualified call leads).
A business in an eligible country: Call reporting is currently available in these countries. The country code of the phone number added to a call asset or location asset should be in the list of eligible countries.

Step 1: Measure conversions from phone calls

Go to Summary within the Goals menu.
Select + Create conversion action.
Select Conversions from phone calls.
Select Save and Continue.
Select Phone call lead as the conversion category.

Step 2: Set up phone call conversions

Define your conversion

Select +Conversion action.
Select Calls from ads, Calls from website visits, or Calls via uploads.
- Note: "Calls via uploads" conversion action isn’t available in the "Phone call lead" category but is available for other categories.
- 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 Save and continue to save the conversion action.
- For Calls via uploads, follow the instructions to complete calls via uploads in the next steps, select Finish.

Tracking calls made from your Business Profile

If your Google Ads account is linked to a Business Profile with the call history feature turned on, calls generated from your Business Profile that can be attributed to an ad interaction will be reported in the "Calls from ads" conversion action in your Google Ads account.

To track calls made from a Business Profile, make sure:

Your Business Profile listing is based in these countries.
Your Business Profile is linked to your Google Ads account. Learn more About linking your Business profile.
Call history is enabled in your Business Profile listing. Learn more about call history in Google Business Profile.
Call reporting is enabled in your Google Ads account. Learn more About call reporting.

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