How to track inbound calls for Google Ads

Google Ads inbound call tracking basically lets you see the entire list of people, your actual and potential customers, who clicked on one of your PPC ads or clicked to call your business and then further gathered information.

The trick behind such a call tracking is that due to a high demand; it has become economically affordable to a huge range of business types. Back in the day, call tracking alone was used by large companies only; but this was also because at that time, customers didn’t prefer calling the company as much as they prefer it now. Customers now want all the information in exchange of a single click and that is why pay-per-click ads are being demanded now more than ever.

Inbound call tracking is now the basis to build a stronger customer base. How? Because it is the key to understand your customers and what they expect from your product or service. Google Ads call tracking keeps all the clicks distinct through the call extension program, which makes Google Ads different from those ads that used to put the customers under frustration by displaying non-clickable numbers instead of simply directing the call to the company.

Why You Should Use Inbound Call Tracking with Google Ads

It was hard imagine how can a single phone number be directed to the company without any complication. To avoid such a situation, Google AdWords uses the call extension program.

 This extension program was basically designed to keep the mess away; when your customer will click on the number that is displayed on your PPC ad via a call extension, the phone number will directly appear on your customer’s dial pad from where they’ll make the call normally. A unique number will be swapped with each call extension created, which will then be directed to the company’s phone number.

Keeping the number unique will keep the keywords, location and other elements distinct. This distinction is good for your business because it will help you know more about what sort of customers you are dealing with.

Google Ads Call Extensions for Inbound Call Tracking

Google Ads call tracking will not only tell you how many clicks your PPC ad received but it will also notify you where the click come from, the geolocation of the click, what device was the call made from, duration of the call which will also tell whether the call ended up in a conversation or not and other similar elements. This will help you in figuring out where your campaign ad is making the most business. You will then get a clear lead about your future strategies for your campaign ads and marketing improvements.

Keywords also come along with each call received distinctly due to the unique numbers swapped. With this information, you will know which keywords are driving the calls and as you will make improvements according to this information, you will also be maximizing your ROI by making a greater profit.

Future Benefits of Inbound Call Tracking for Your Business

Measuring return on investment of offline conversions will also become just as easy as it with the online conversions; hence you’ll be able to clearly and properly measure your entire paid search return on investment.

You will be able to manage your calls, driven by your PPC ad, more easily. Google Ads call tracking will extract out all the pieces of information it promises to generate for your business, making all steps of call tracking super easy for you and the future marketing strategies and campaigns you’ll be creating.

You will get specific lists of keywords through which you’ll be able to track calls and also the campaign that the calls were driven from. It will become easier for your company since you will already have a list of specific keywords that you will be focusing on for your future campaign PPC ads.

How to Set Up Google Ads Call Tracking For Your Business

For the basics, you need to know that you will have to add call extensions to each of your campaign ads and then enable the call reporting option. Now, to get into the details of this setup, you can follow the instructions given below,

  • You will see an option of Tools on your AdWords dashboard, select that option and go to the conversions.
  • You will be given a choice to select the type of phone call you want to track through the Google Ads call tracking. There are a total of three types of phone calls:
  1. The first type is suitable for call-only campaigns in which a phone number will be displayed in your Google Ads ad. However, google forwarding numbers will be required to properly set up the call extension or your call-only campaign.
  2. The second type of calls are the ones that will be made through a phone number that is on your website. A tracking code will be required to track the call back to your website.
  3. The third type is very similar to the first type, the difference is that instead of displaying a phone number on your campaign ad, a ‘call now’ button will be available which will direct the call to the phone number on your mobile site with the help of a tag available on your mobile site.
  • You will then be required to specify the type of conversion that you are willing to go for in order to receive successful phone calls. You will be required to specify the name of your conversion, monetary value of your conversion, the length of the call for it to be considered a conversion, what way you want your conversions to be counted back to your website, how long you would want to wait to track the conversion after a click and the type or category of the call it will be.
  • You will then be further required to specify the requirements that are listed above in the text, depending on what type of phone call you have chosen for your campaign’s call extension.

Lastly, you will be required to see how easily your calls will be tracked and information will be extracted out for your business. Everything will be made available right on your fingertips. 

Best Tools for Managing Your Inbound Calls

These days’ phone calls are the essence of anyone’s business, or maybe they only account for a small fraction that they want to grow. Also, call tracking is to be an essential part of anyone’s overall marketing mix that helps you make better-informed marketing decisions and drive success. A call tracking platform registers information about incoming telephone calls, and in some regions even the chats.


These are the following features commonly found in call tracking:

  • API
  • Voice Analytics
  • Google Analytics Integration
  • Google Adwords Integration
  • CRM Integrations
  • Exporting Reports
  • IVR features

However, for determining which service provider to choose, first, you need to know what exactly you need and what you don’t. Once you conclude that, find the provider that offers the best services for you at the correct price.


There are formerly four technological methods for telephone tracking:

Campaign Number Tracking

As a rule, advertisers are provided a multitude of service numbers for customer feedback, where landline numbers can also be used. Allows each online banner, any number and each print ad of other advertising media to communicate an individual phone number as a response element. Dissimilar the call-back procedure, call number tracking does not include any web-based functions but is based on a telephone server solution.

Dynamic Number tracking

In essence, providers for this type of service supply users with software that is placed on their website which controls what numbers are shown to users on the site. Dynamic call tracking works similarly to Google Analytics but has supplementary software that allows websites to enthusiastically swap phone numbers presented to each user when the website loads, this is branded as dynamic call tracking. There are two key methods of Dynamic Call Tracking:

  1. Unique session tracking
  2. Channel based tracking

Unique session tracking provides a much more rounded data-set for marketing purposes and can be integrated with industry standard software such as Google Analytics, AdWords, CRM Systems and etc. It tracks down to each user session on a website, by pooling numbers and allocating each web session a number for a period of time, also known as dynamic number insertion. This agrees web-tracking software to accurately link each call to a web session if it consequences in a call being made to the number shown. The data which can be drawn from this method can be:

  • Content
  • Device Type
  • UTM Parameters
  • Keyword
  • IP Address Location
  • Landing page
  • Conversion Page
  • Marketing Source
  • Marketing Medium
  • Marketing Campaign
  • Experiments (if A/B Split Testing)

This method involves assigning a particular number for a particular source of the web session. Channel based tracking allows businesses to capture information on call sources down to the marketing channel, such as, Bing Ads, Referral Traffic, AdWords and Organics etc. This provides a breakdown of the source of the call but does not provide particular information about the web session.

Static Number Tracking

It permits the marketers to traditional marketing sources and assign an individual phone number to online such as Television, Newspaper, Billboards, Radio and other avenues of delivery for marketing materials and it diverges from session based tracking as software cannot be run to dynamically replace the numbers for each viewer, nevertheless, this is advantageous for marketing tenacities.

Many integrations allow you to tag recorded calls to customer conversations, helping you create better, more sustainable relationships with prospective and current customers. And before you know it, you’ll be on your way to better visibility!


top call tracking tools

   1. Ringba

The best inbound call tracking software by far. An intelligent Call Tracking and Analytics platform with easy to use tools and access to tracking phone numbers in 50+ countries on every continent. Using call routing tools like Interactive Voice Response, Ringba gives marketers the ability to track, manage and scale their inbound call campaigns.

    2. CallRail

This offers inbound call tracking to marketing agencies in North America and more than 60,000 corporations. Company’s instinctual software helps data-driven marketers to adjust the performance of their increase sales effectiveness, improve customer preservation and advertising campaigns.

    3. CallTrackingMetrics

They are encompassed of technical support engineers, developers, account managers, designers, and marketers who are obsessive about making their products better, every day. Like their customers, their team is relentlessly pursuing excellence. They are never fulfilled with the status quo and they challenge and empower their teams to achieve their goals.

    4. Convirza

They are the first creativity call optimization platform and inbound call tracking. They associate modern call tracking with the powerful analysis of phone calls. Convirza practices sophisticated algorithms and speech recognition technology to gauge measure conversions, lead quality, and take action with fully-furnished marketing mechanization. They support improve close rates, increase revenue and sophisticated marketers make better decisions. Convirza is developing promptly. They just acquired the call tracking division of CallSource and media and changed their name from LogMyCalls to Convirza. They are headquartered in the Silicon Slopes of Utah with a satellite office in Agoura Hills, California.

    5. Invoca

This organization allows the modern marketer optimize for the greatest important stair in the customer journey. Dealers can set this data to work directly in the Voice Marketing Cloud by automating the ideal customer experience before, during and after each call. With an ecosystem of over 30 technology partners, marketers can inject call intelligence into their existing technology stack, giving them the ability to orchestrate a true omnichannel customer trip. Voice Marketing Cloud, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who is calling and analyze what’s being said in conversations.