Using Google's Website Call Conversion Feature

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 more detailed information, visit Google's article on website call conversions:

Inside AdWords: Introducing Website Call Conversions

Adding Your Conversion Tracking Script

  1. Obtain an Adwords conversion tracking script for "Calls to a Google forwarding number on your website". For details on how to do this, check out AdWords' Set up Conversion Tracking instructions.

  2. Add your conversion code into your JavaScript box and set the placement to ‘Head’. For details on how to do this, head to Using Custom Javascript and CSS on Your Landing Page.

  3. Add the script below to your JavaScript manager, set the placement to ‘Head’, and replace '1-800-123-4567' with your own business phone number. For details on how to do this, mosey over to Inserting Custom Scripts Into Your Page.

  4. If you haven’t already, add a text box to your page and type in your phone number.

  5. Click "</> View Source" at the bottom left corner of your text box and locate your formatted phone number within the code.

  6. Follow the steps below that correspond to the type of text you're dealing with (standard, clickable number, or button):

    Standard text numbers:

    Wrap your phone number with the following span tag:

    <span class="number_text">1-800-123-4567</span>

    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>

    Button links:

    Find "callButtons" at the top of the script you just added and replace '#lp-pom-button-12' with the ID of the button you want to integrate with the call forwarding feature.

    If you have more than one button, copy this line of code for every additional button. For example, if you had two buttons that needed to display the call forwarding number, and their ID's were '#lp-pom-button-34' and '#lp-pom-button-50'. Then your line of code would be updated to:

    callButtons.push("#lp-pom-button-34"); callButtons.push("#lp-pom-button-50");


Google doesn’t provide any debugging tools for this feature at the moment. If you're curious whether this implementation is working, Google recommends waiting an hour, then testing out the feature by accessing the landing page through your actual Google Ad. Be sure to delete your cookies and clear your browsers cache before running further tests.

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: AdWords conversion tracking script

Google AdWords 'Call Forwarding Numbers' Placement: Head

Type of numbers: Standard text number, clickable number links, clickable button links


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