Google is very good at tracking a lot of valuable information for a website, but a robust modern business includes channels beyond a simple web score. A good sales funnel includes other means of contact, up to and including phone calls.

How do you know where those calls come from? Asking your sales team to ask potential customers where they found your phone number could be needlessly distracting, and maintaining different phone numbers for different marketing channels gets expensive. Imagine trying to track different phone numbers for different PPC ad variations.

Thankfully, Google Ads includes call tracking, once you configure it. It’s actually quite simple in its execution. You have a phone number, either in your ads directly or on your website, tagged with a Google call extension. When a customer views your ads — or clicks through them to your website — the phone number they see is a Google forwarding number. When the user calls this number, their information is tracked and their call is forwarded to your business number, to be answered by your sales team.

There are two different ways to set up Google call tracking. One applies to your website and works when users click through Google Ads. The other applies directly to Google Ads, where the goal conversion is a phone call.

Before You Begin

Before you can set up call conversion tracking, you first need to have a website for your business, a business phone line, and a Google Ads account, as well as Google Analytics installed on your site. You will also need to set up at least one Google call extension. […]

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