What is Google Ads Call Tracking & How to Monitor Conversions?

One can understand Google Ads call tracking as a feature. Its purpose is to identify call-related details. Mainly, it is helpful for monitoring conversions through these. In order to monitor these, one requires a Google Ads account. While setting it up, an advertiser can make the settings for checking call conversions/tracking. It is helpful to know that this feature can enable one to keep track of different call types. Remember that for monitoring some of these, a Google forwarding number can be an important requirement to fulfill. In case such a number is unavailable or a condition cannot be met, advertisers can rely on other call tracking software/solutions.

What is Call Tracking in Google Ads?

Call tracking via Google Ads is a feature of the product itself. It enables an advertiser to keep track of customers’ phone calls. These calls are made by them as a consequence of the advertisements promoted through this product. With this feature, advertisers can identify the ads, keywords, and/or campaigns helping to generate calls.

How does Google Ads Call Tracking Work?

One can initiate Google Ads call tracking using the Conversions menu. Upon finding this dropdown menu, carry out certain steps for tracking every caller along with monitoring every conversion. Note that this option can enable one to set up an account on the platform and then track calls.

• Press “Goals” in the Google Ads account.

• Select “Conversions” and opt for “Summary”.

• Tap on the “Phone Calls” options.

• Choose “Calls from Ads Using Call Extensions or Call-only Ads”.

• Hit “Continue”.

• Under “Goal and Action Optimization”, make the required selections.

• Insert the “Conversion Name”.

• Find the “Value” option and specify the choices.

• Fill in “Count”.

• Under “Call Length”, add the details.

• Choose the necessary options under “Click-through Conversion Window”.

• Add information under “Account-default Conversion Goals”.

• Setup “Attribution Model”.

• Lastly, press “Create and Continue”.

Tip: For detailed or updated instructions, it is best to explore the Google Ads account options.

In case an advertiser wants to directly track a call in Google Ads, then after its setup, the tab - Campaign, Ads, Ad Groups, or Keyword - can be used. Here, under Columns, the option of Call Details can be found.

Why Should You Track Calls in Google Ads?

One should consider Google Ads call tracking to find out the effectiveness of a specific campaign. In addition, the impact of a particular advertisement, keyword, as well as ad group can be checked. For businesses, this is largely beneficial as they can wisely invest time and money in such campaigns, ads, or keywords.

By tracking calls and conversions, it is possible to boost ROIs.

One can consider tracking conversions to assess: 

• Target CPA or cost-per-action,

• Along with target ROAS or return on ad spend.

Note: Target CPA/ROAS is a bidding strategy for campaign optimization as per a business goal.

Can You Track Every Caller in Google Ads?

It is possible to track every caller with Google Ads. This is because of the capabilities of the platform for reporting calls. Considering these reports, Google Ads call tracking can provide valuable information. 

• Through these capabilities, businesses can find out the starting/ending time of the call.

• They can learn if that call was missed or received.

• Besides, the platform can fetch details regarding a caller’s area code. 

Types of Conversions to Monitor with Google Ads Call Tracking

Calls generated through online advertisements can be tracked with Google Ads. This is possible with call-only advertisements. One can also do so when location-based assets have been included in these ads. Note that this will require setting up the call length time (minimum). Accordingly, specific calls will be counted to monitor conversions.

There are 3 other types of call-based conversions to track with Google Ads. 

Calls Made to Website Contact Numbers:

• This product feature by Google enables tracking calls forwarded to websites' phone numbers.

• Each call is commonly monitored as per its length set up by an advertiser.

• Likewise, even for mobile-based sites, conversions in this form can be managed.

Through Call Ad/Asset Clicks:

• Google Ads call tracking can help identify conversions through call ads/assets.

• For this, it is not essential to have the Google forwarding number.

• When a click is made either on the asset or the advertisement, it is considered to be a conversion.

• Afterward, the platform checks if a relevant call was made, followed by that click.

Conversions through Call Imports:

• With Google Ads, a business can import calls from a system to track conversions.

• This system can be a CRM or customer relationship management app.

• It can decide the kind of calls to track, depending on the included components like:

             Sales
             And, sales value

• Keep in mind that for these calls, the Google forwarding number is essential.

Note: Presently, the Google forwarding numbers can be found in over 30 countries including the US.

Call Tracking with Teldrip for Added Functionality

Although Google Ads call tracking is rich with features, for added functionality, software such as Teldrip can be recommended. It comes with tracking calls/conversions and interpreting them in detail. This is possible through at least 6 features of the call-tracking solution.

These features are:

• Next-level tracking

• Sentiment spy

• Personalized engagement

• IVR Genie

• Real-time bidding management

• AI-based insights

This call tracking software can transform marketing agencies’ campaigns as well.
It does so by providing insights relating to callers through which campaigns can be optimized better.

In Brief

Call tracking is a useful feature in Google Ads. It is apt for monitoring conversions through every call. It can keep track of several call types. Thus, the impact of specific campaigns,  keywords, or ads can be checked in addition to knowing the type of calls that are more beneficial for businesses.