The 3 Free Ways to Track Phone Calls in Google Ads

There isn’t one-size-fits-all when it comes to call tracking. Depending on your business and website, you’ll pick from three main options in Google Ads:

• Calls from Ads (Quick & Easy)
• Calls from Website Clicks (Easy)
• Calls from Website - Dynamic Number Insertion (A Bit More Setup, More Data)

I’ll break down each method, who it’s for, and the exact steps to get rolling.

Preparation: Turn On Google Call Reporting

Before you touch anything, turn on Call Reporting in your Google Ads account. This is a must-do for all the methods below:

1. Sign in to your Google Ads account.
2. Go to Admin (gear/cog icon).
3. Find the section called Call Reporting and switch it ON.

This lets Google track calls from your ads and your website so you get those sweet, sweet conversion stats.

Method 1: Tracking Calls Directly from Your Ads (Easiest & Fastest)

This is the quickest call tracking method. It works great if your ad contains a phone number (like in a call extension or a call-only ad). Here’s how it works:

• The customer clicks the phone number directly in your ad from the search results
• They call you immediately (never even visiting your website)
• Google tracks the call as a conversion—no tricky code needed!

Step-by-Step: Set Up Calls from Ads Tracking

1. Go to Conversions in Google Ads

   Click on Goals > Conversions > Conversion summary.

2. Create a New Conversion Action

   Hit + New Conversion Action.

   Choose the option for phone call lead.

   Pick Calls from ads.

3. Configure Conversion Settings

   • Name: Give it a simple name, like “Calls from Ads.”
   • Value: Assign a value if you use automated bidding (you can estimate an average sale or lead value).
   • Count: If you want each ad click to count as one conversion, set this to “One.”
   • Call Length: Here’s a key step. MAKE SURE you set a realistic minimum call length. If you select “1 second,” even spam or hangups could trigger a conversion (and Google could spend your budget faster). Most businesses use 30-60 seconds—long enough to weed out spam but not so long you miss real customers.

   If the call lasts under 60 seconds, it won’t count as a conversion. If it lasts more, it will.

4. Save and Finish

5. Create a Call Asset (Extension)

   Go to Assets under Campaigns.

   Click the + icon, choose Call.

   Enter your actual business number.

   Save it.

Your ads will now track calls that come straight from the search page. That’s it—no code, no fuss!

Method 2: Tracking Calls from Website Clicks (Easy, But Less Data)

What if you want people to visit your website, learn a bit more, and then call you by clicking your number on the site? Google’s got you covered with a built-in, free click-to-call conversion tracking option. This one’s super simple to set up, and you still get the key info you need:

• You will see the number of calls that started with a website click.
• You won’t see how long people stayed on the call, or if it was a real lead or a spam call—so this info is slightly less robust.

Step-by-Step: Calls from Website Clicks

1. Add a New Conversion Action

   Go to Goals > Conversions > + New Conversion Action.

   Choose Phone Calls.

   Select Calls from website clicks.

2. Configure Settings

   • Set a clear name (like “Website Click-to-Call”).
   • Assign a value (optional but helps with automated bidding).
   • Leave count at “One” if you don’t want repeat callers counted as multiple conversions.

3. Add the Code to Your Site

   Google will provide a code snippet.

   You’ll need to paste this code into your site—specifically on pages where your phone number appears.

   Add the onclick attribute to your phone link (example: <a href="tel:5551234567" onclick="gtag_report_conversion()">555-123-4567</a>).

   If you’re not sure where to put the code, ask your web developer or use an AI assistant like ChatGPT, Gemini, or Claude to walk you through it.

Done! Your Google Ads account now tracks every click-to-call from your site.

Method 3: Dynamic Number Swapping (DNI) On Your Website (More Powerful)

Want the best attribution and the most data? Dynamic Number Insertion (sometimes called dynamic number swapping) lets you track:

• Which campaigns/keywords led to a call
• Call duration (filtering out spam or misdials)
• De-dupe leads and conversions
• Forwarding numbers so you don’t miss a call

Here’s how it works: When a prospect lands on your website via a Google ad, Google swaps out your normal phone number (just for them!) with a special Google forwarding number. When they call, Google logs it with all the details—and then forwards the call straight to your real number.

Pro: You get truly robust reporting.
Con: The customer will see a different number than usual, which may bother some businesses (for example, if you have a memorable or vanity number).

Step-by-Step: Setting Up DNI Call Tracking

1. Create a New Conversion Action

   Go to Goals > Conversions > + New Conversion Action.

   Pick Phone Calls.

   Choose Calls to a phone number on your website.

2. Enter Your Numbers (Display and Destination)

   • Display Number: Enter it exactly as it appears on your website (formatting matters!).
   • Destination Number: Your actual business line.

   Your website’s phone number must match the formatting in Google Ads (dashes, parentheses, etc.), so the code can “find and replace” it correctly.

3. Set Minimum Call Length

   Enter how long a call should last before counting as a conversion (e.g., 60 seconds).

4. Paste Google’s Code Snippet

   Place the code between the <head> tags on your site, right after your main Google Tag.

   Google will give you the exact script to use.

5. Add the onclick Event to Your Phone Number

   Update your site’s <a href="tel:..."> tags as Google instructs.

   Test to make sure your phone number swaps out only when visitors come via Google Ads.

You’ve now got granular, high-powered phone call reporting!

Side Note: Third-Party Phone Call Tracking Services

Google’s methods are free and built-in. For even more advanced insights (like call recording, integration with CRMs, multi-source attribution), there are paid, third-party services like CallRail, WhatConverts, and more.