Making sure each phone call that comes in from a Google Ad is tracked makes a big difference when valuing your paid ad campaigns. Each phone call matters and it is our job as marketers to rollout solid marketing initiatives and tracking their performance every step of the way.

This quick guide will walk through tracking Phone Call Conversions using the Google Tag Manager method.

The setup process will take place both in Google Ads and the Tag Manager, so let’s get started.

Step 1

Log into your Google Ads account and in a separate tab on your browser open and login to your Google Tag Manager.

Step 2

In Google Ads, Navigate to the Conversions setup page by clicking the wrench icon in ‘Tools & Settings’ and selecting ‘Conversion’ just under the ‘Measurement’ heading.

Step 3

Click the blue plus icon to add a new conversion and select ‘Phone Calls’ under ‘Select the kind of conversions you want to track’.

Step 4

For the ‘source of the phone calls’ select ‘Calls to a phone number on your website’ and click ‘Continue’

Step 5

Enter the following settings:

• A) Enter a Conversion Name
• B) Select ‘Don’t use a value for this conversion action’ unless you know what it is worth and want to track value
• C) For ‘Count’ select ‘One’
• D) Enter in the Phone Number that calls will route to exactly as it appears on your site
• E) Call Length = 30 seconds or 60 seconds (whichever you prefer)
• F) Click-through conversion window = 30 days
• G) Include in “Conversions” = Yes
• H) Attribution model = Last click

Step 6

Once settings are added from above, click continue and select ‘Use Google Tag Manager’ for the Tag Setup Installation choice. This will then give you the Conversion ID and the Conversion Label number.

After making this select copy your Conversion ID and Conversion label as shown below:

Click next and then ‘Done’ to complete.

Time to head over to the Google Tag Manager with the Conversion ID and the Conversion Label.

Step 7

Inside Google Tag Manager, click to add a new tag and give it a name like: ‘Phone Call Conversions’.

Step 8

Select ‘Google Ads Conversion Tracking’ as the ‘Tag Type’ and enter the ‘Conversion ID’ and ‘Conversion Label’ from Google Ads account. Leave all other settings as the default.

Step 9

For the ‘trigger’ select ‘All Pages’ and save your newly created tag.

Step 10

Lastly, test and make sure it works by clicking Publish and giving it a version name (like the date) and debug it to make sure this new tag fires on your web page.

That’s it, easy-peasy!