Understanding Website Call Conversions
Google website call conversions provide a way for you to measure phone calls to your business that happen as a result of an ad click. When you use this feature, Google dynamically inserts a Google forwarding number on your website so that call information about incoming calls to your business (such as location and duration) can be tracked. Your business will receive phone calls as usual, without interruption to caller ID.
For detailed information, visit Google's article on website call conversions:
Adding Your Conversion Tracking Script
- Obtain an Google Ads conversion tracking script for "Calls to a Google forwarding number on your website". For details on how to do this, check out Google Ads Set up Conversion Tracking instructions.
If you haven’t already, drag and drop a text box onto your page and type in your phone number.
Click "</> View Source" at the bottom left corner of your text box and locate your formatted phone number within the code.
Follow the steps below that correspond to the type of text you're dealing with (standard, clickable number, or button):
Add the ID of the button to the 'var callButtons' variable.
If you have more than one button add the ID of each, separated by a comma, to the "var callbuttons" array. For example:
var callButtons = ['#lp-pom-button-12', '#lp-pom-button-20'];
Standard text numbers
Wrap your phone number with the following span tag:
If your number is already wrapped around other spans, wrap your number within the innermost span:
<span style="font-size:20px;"><span style="font-family:arial,helvetica,sans-serif;"><span class="number_text">1-800-123-4567</span></span></span>
Clickable number links
Wrap your phone number with the following ‘a’ tag format:
<a href="tel:18001234567" class="number_link">1-800-123-4567</a>
If your number is wrapped around other tags, wrap your number within the innermost tag:
<span style="font-family:arial,helvetica,sans-serif;"><span style="font-size:24px;"><a href="tel:18001234567" class="number_link">1-800-123-4567</a></span></span>
Google doesn’t provide debugging tools for this feature. To confirm your implementation is working, Google recommends waiting an hour before testing. To test, go directly to the landing page via the actual Google Ad. Be sure to delete your cookies and clear your browsers cache before testing.
Google on debugging:
“It can take up to an hour for your ads to be enabled for this conversion action. If you'd like to make sure it's working, you can do a search that brings up your ad, then click the ad to visit your website (you'll be charged for the click). Your regular phone number should now be replaced with a Google forwarding number. If you're doing repeated tests, delete the "gwcm" cookie from your browser before clicking on an ad again.”
Calls to a Google forwarding number on your website: Google Ads conversion tracking script
Google Ads 'Call Forwarding Numbers' Placement: Head
Type of numbers: Standard text number, clickable number links, clickable button links