Track calls from ads

Use conversion tracking to help you understand how effectively your call ads and ads with call or location assets lead to phone calls.

Conversion tracking tracks a call as a conversion when it lasts longer than a minimum length you set. This way, you can filter out shorter 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 see all call conversion actions in About phone call conversion tracking.

Note: Once 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.


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 tracking 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.

This article will show you how to track phone calls from your ads.


Here's what you'll need before you can set up conversion tracking for calls from ads:

  • A Google Ads account: Don't have one yet? Sign up for your Google Ads account.
  • You'll need at least one: call asset, location asset with a call option or a call ad.
  • Call reporting enabled in your account settings.
  • 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, call ad, or location asset should be in the list of eligible countries.


Note: The instructions below are part of the new design for the Google Ads user experience. To use the previous design, click the "Appearance" icon, and select Use previous design. If you're using the previous version of Google Ads, review the Quick reference map or use the Search bar in the top navigation panel of Google Ads to find the page you’re searching for.
  1. In your Google Ads account, click the Goals icon Goals Icon.
  2. Click the Conversions drop down in the section menu.
  3. Click Summary.
  4. Click New conversion action.
  5. Click Phone calls.
  6. Select Calls from ads using call extensions or call-only ads, then 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.
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:

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