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Website Call Conversion Tracking In Google AdWords (What Is It, Benefits & Set Up)

Published on
December 23, 2024
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Imagine you're a business owner getting tons of calls from your website, but you can't track where they're coming from. It’s like throwing a dart blindfolded and hoping to hit the target. That's where website call conversion tracking comes in. It's a crucial step in the SEO conversion funnel, helping you connect online actions with actual customer interactions. This blog will guide you through understanding and implementing website call conversion tracking, especially within tools like Google AdWords, so you can make informed decisions and optimize your digital marketing efforts.

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What is Website Call Conversion Tracking in Google AdWords?

google ads on phone - Website Call Conversion Tracking

If phone calls are essential to your business, you can use conversion tracking to help you see how effectively your ad clicks lead to different kinds of phone calls. You can measure phone calls triggered by your ads in Google Ads. Google has launched website call conversions, a dynamic forwarding number insertion feature that enables the measurement of calls from a website visitor who landed on the site due to a Google Ads ad click.

How Google’s Website Call Conversions Work

Imagine a visitor lands on your site after clicking one of your ads. Google provides a snippet of code to add to your website, generating a unique Google forwarding number for each Google Ads ad click. This number stays visible to the user for up to 90 days so that you can track any future calls from that visitor. 

You can make the numbers look pretty by customizing the color, font, and size to match your site’s design.

Once the code is set up, you can see conversion reporting and call details results. You’ll get information on the number of calls received, call length, and more. This feature is available only in: 

  • The US
  • UK
  • France
  • Germany
  • Spain
  • Australia

Types of Phone Call Conversions You Can Track

There are five ways to track phone call conversions using Google’s Website Call Conversions. Note that monitoring call conversions from ads and a website and importing call conversions require Google forwarding numbers.

1. Calls from Ads

Track calls made directly from call-only ads or call and location assets used in your ads. You set a minimum call length; every call lasts at least that long is counted as a conversion.

2. Calls to a Phone Number on Your Website

Track calls are made when someone clicks on your ad and calls the forwarding number displayed on your website. You set a minimum call length; every call lasts at least that long is counted as a conversion.

3. Clicks on a Number on Your Mobile Website

Track calls made when someone clicks on your ad and then clicks on a phone number, button, or link on the mobile version of your website. In this case, we can only track these clicks, not the phone calls.

4. Clicks on Call Ads and Assets

Track clicks on call ads and assets without using a Google forwarding number. A click-on-call ad or asset counts as a conversion based on Google’s estimation of whether a meaningful phone call occurred after someone clicked your ad.

5. Import Call Conversions

Import call conversions that you track in another system into Google Ads. This method allows more control over which calls you count as conversions. For example, you can track calls as conversions only when they include sales or other valuable actions. Importing call conversions requires tracking call details in another system, such as a CRM application, and importing this information into Google Ads.

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Why Track Call Conversions On Your Website

employees on a laptop - Website Call Conversion Tracking

Tracking call conversions on your website unravels the mysteries of what's working in your marketing strategy. Knowing which keywords and campaigns lead to valuable phone calls, you no longer shoot in the dark. 

You can funnel resources into those if particular keywords trigger more extended conversations. Likewise, campaigns that snag high-intent callers deserve amplification. This granular insight enables businesses to sharpen their advertising strategies and better engage potential customers.

Know Exactly Where Your Money's Going

Call conversion tracking illuminates the return on investment (ROI) for your marketing efforts. It's a reality check on how much you're shelling out to generate calls and the revenue these calls bring in. With this clarity, you can make informed decisions, reallocating funds to campaigns that yield the best returns and cutting losses on ineffective strategies. 

This isn’t just a game-changer for your budget; it’s a sanity-saver, ensuring your advertising dollars work hard for you.

Let Automation Do the Heavy Lifting

Call conversion data plays nicely with automated strategies like Target CPA. These tools harness conversion data to: 

  • Automatically tweak bids
  • Focus on placements
  • Optimize campaigns in real-time

They work toward specific goals like reducing costs or boosting call volume, all while you sip your coffee. This means your campaigns are constantly improving, with little manual effort required.

Make the Customer Journey Smoother

Understanding caller behavior means you can improve the customer experience. For example, adjust staffing during peak call times or tweak landing pages to encourage more calls. These insights ensure the customer journey is seamless, increasing satisfaction and loyalty. Happy customers are repeat customers, and that’s always good for business.

See the Bigger Picture

Call tracking isn't just about calls. Combined with other analytics, like online forms or e-commerce sales, it gives you a comprehensive view of your marketing impact. It’s like seeing the entire chessboard instead of just a few pieces. This holistic approach leads to smarter decisions and more substantial business outcomes.

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Setting Up Website Call Conversion Tracking In Google AdWords

women on a laptop - Website Call Conversion Tracking

Tracking Calls with Ad Extensions

Start with a campaign ready for call tracking. Then, head to "Tools and Settings" in Google Ads and click Conversions. Within this section, select "New Conversion Action" and choose "Phone Calls." From there, opt for "Calls from ads using call extensions or call-only ads," and hit Continue. Name it something like "Calls from Ads."

It's wise to give each call a monetary value. This helps you optimize your campaigns. A typical call might be worth $50. Decide if you want to count multiple calls from the same person as individual conversions or just one. Set the minimum call length for a conversion. The default is 60 seconds, but adjust as needed. Keep the click-through window at 30 days and choose "Data-Driven" for attribution. Click Create and Continue to wrap up.

Next, go to "Ads and Assets" on your homepage and select "Assets." Create a call extension and assign it at the account, campaign, or ad group level where needed. If necessary, tweak advanced options like business hours, then save it and link it to your new conversion.

Tracking Phone Clicks on Your Website

First, make sure Google Tag Manager is installed on your site. Under “Conversions” and “Phone Calls,” create a new conversion action in Google Ads. Choose "Clicks to a number on your mobile website."

Give this conversion a name like "Phone Number Clicks." Assign a $20 per phone call since these clicks are less valuable than actual calls. Keep the call count as "One" to avoid counting multiple clicks as separate conversions. Leave other settings as default. Click Create and Continue.

Maximize Your Phone Call ROI with Google Ads Tracking

Now, grab the conversion ID and label from Google Tag Manager. Create a new tag in Google Tag Manager called “Phone Clicks.” Set up the tag configuration by selecting "Google Ads" and pasting the conversion ID and label. Use the “contains” condition for the URL to trigger the tag to fire on links with your phone number. Debug your setup using Google Tag Manager's Preview mode, then publish it once verified.

Dynamic Phone Number Swap: Track Call Duration

In Google Ads, create a new conversion action under "Phone Calls" and choose "Calls to a number on your website." Name it something like "Calls from Website Dynamic Swap" and set a value, say $40. Enter your phone number for call forwarding and the current number on your website.

Set the minimum call length, attribution to "Data-Driven," and click-through window to 30 days. Then, click “Create and Continue” to complete the setup.

Implementing Dynamic Phone Number Swapping with Google Tag Manager

Copy the conversion ID and label, then create a new tag in Google Tag Manager. Name it, and select "Google Ads" under "Tag Configuration." Paste the conversion ID and label. Set the trigger to fire on all pages. Debug using Google Tag Manager's Preview mode to ensure it works correctly. Once confirmed, publish the setup.

Add /#google-wcc-debug to your page URL to verify dynamic call tracking and reload. 

Click "Force" to test if dynamic swap works. If tracking is correctly set up, the number should change to 999-999-9999. If not, check for setup errors.

Note that Google Ads can only track one phone number at a time. If you want to track multiple numbers, use a third-party provider like Call Rail.

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5 Best Practices For Setting Up Website Call Conversion Tracking

woman on a laptop - Website Call Conversion Tracking

1. Prioritize Security and Privacy

Security and privacy should be your first concern when setting up website call conversion tracking. While Google Ads maintains stringent security standards, your website must comply with privacy laws and user consent policies. Be transparent with users about the data you're collecting and how it's used. 

This transparency builds trust. Obtain user consent where legally required, particularly under the EU User Consent Policy. Non-compliance can result in legal penalties and disruptions in ad performance. Always use authorized tracking codes from Google Ads to maintain data security and prevent unauthorized breaches.

2. Test Your Implementation

Testing your implementation is crucial for ensuring everything works as it should. After setting up call conversion tracking, test with real ads. Perform a search, click on your ad, and confirm that the Google forwarding number replaces your phone number. 

This test incurs a small cost but is necessary to validate the tracking functionality. Avoid over-testing, though. If testing repeatedly, delete the "gwcm" cookie from your browser to prevent Google from interpreting your clicks as system manipulation. Regularly test to ensure the system operates correctly over time, especially if you update your website or ad campaigns.

3. Understand Google Forwarding Numbers

Google forwarding numbers allow for detailed call tracking but come with specific limitations. These numbers remain active for up to 90 days of inactivity. Seasonal businesses should monitor this closely, as inactive numbers may be recycled, potentially leading to customer confusion. 

Google only provides partial caller data, such as the area code. If you need complete call details, consider using additional tracking solutions.

4. Avoid System Bugs and Errors

Website call conversion tracking has its quirks. If you associate multiple websites with the same Google Ads account, the same Google forwarding number may appear on different sites, leading to data inaccuracies. Ensure you configure separate tracking for each site to avoid overlap. 

Google's call tracking is exclusive to Google Ads campaigns. If running campaigns on Bing Ads or other platforms, use a compatible third-party call-tracking solution to ensure comprehensive data tracking.

5. Optimize Campaign Performance

Call tracking can enhance campaign optimization through automated bidding strategies like Target CPA. Accurate tracking data feeds into these strategies, allowing your campaigns to adjust bids effectively and maximize valuable call conversions.

By setting up website call conversion tracking thoughtfully and following these best practices, businesses can better understand their marketing impact, enhance ad performance, and avoid common pitfalls. This approach balances actionable insights, regulatory compliance, and robust campaign functionality.

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