Call Tracking:

 A Step-By-Step Tutorial on How to Implement Call Tracking in Google Ads

What is call tracking, and why is it important?

Call tracking (as it pertains to Google Ads) is using specific software to track which phone calls come from user clicks on landing pages, ads, and ad extensions. This software then pumps the call data back into Google Ads so you can count calls as conversions.

Did you know that according to data provided in a blog post from Search Engine Journal, calls to businesses from paid search have grown 110 percent in the last five years? There are more than 162 billion calls in the U.S. alone every year, and these calls convert 10-15 times more often than web leads. Specifically in the healthcare and medical insurance industries, two of our specialties, 88 percent of patients book on the phone and 75% of people looking for insurance find it through phone calls.

Those numbers are powerful. If you’re not tracking your calls, you’re not seeing valuable data that could help you optimize!



Here’s how to do it:

Step 1: Set up your account

The first step is to create a CallRail account. Next, it will ask you to create a number.

Step 2: Setting up your number

There will now be a series of prompts that look like this:

Once you have clicked “New Goal”, choose the option for “Custom”.

Choose the following prompts:
1. I’ll use it online
2. On my website
3. Track visitor activity
4. Enter the pool name
5. Pool size(we usually select default, but if you have low traffic, you can save money by choosing a 4 number pool)
6. Forward call to the inbound number of your choosing

7. Choose all visitors
8. Now choose your numbers. If you want to remain local, you can choose a local number; for nationwide campaigns, we usually choose toll-free.
9. You can choose to enable a “whisper message”; this will tell you where your call is coming from, and you can choose to record calls, which is useful to do for quality assurance or optimization purposes. 
10. Now you can activate your number.

Step 3: Dynamic Number Insertion

In order to implement the dynamic insertion portion, you need to install a script on your site. You must also make sure that the numbers on your site match your swap target. This is the number you tell CallRail to switch out and track. If you navigate to the number icon on the top and choose your number, you can find the tile that says “dynamic number insertion”. Once you click, it will provide you with the code snippet to place on your site.

You must make sure that all numbers on your site that you want to track as conversions match this number here:
This is your swap target. You can choose this if you click on your tracking number and view the settings.

Step 4: Testing the Dynamic Number Insertion

Now you can verify that you have installed the script properly by using the “Test Dynamic Number Insertion” section. What you can also do is refresh the page with the tracking number, and your number should flicker and be replaced with a tracking number.

Step 5: Integrating Call Rail With GoogleAds

Now you must integrate your CallRail account with your Google Ads account. Navigate to the settings tab and under the “Integrations” section choose Google Ads. Once you click on the tile, it will ask you to authorize the account. You will need to follow the prompts and choose the correct Google Ads account that you want to import the conversions from.

Once you have done this, you are almost there! You have now successfully set up tracking for call conversions on your website! Now, if you plan to use Call Extensions or Click To Call Ads, you can create an additional tracking number. We like to use an additional number and CallRail for this because it adds some redundancy for our clients (meaning we can store the lead information and have call recordings).

Click To Call Tracking

Click To Call Tracking
Now you need to create a new number. Navigate to the top right of the menu and click “Create Number”. It will bring up the same prompt screen as before:

Choose the following prompts:
1. I’ll use it online
2. Somewhere else
3. Yes, in an ad extension
4. On mobile devices
5. We keep the name “Google Ad Extension”
6. Choose a number to forward to
7. Then choose a number you want; we usually use toll-free for nationwide campaigns or a local number for local businesses.
8. Then choose if you want to record calls and if you want a whisper message
9. Next, activate the number!

Step 2: Integrating Google Ads Click To Call Tracking

Now you need to activate the Click to Call integration. Navigate back to the settings tab. Choose the Google Ads Integration “Mobile Click-to-call”. This will allow keyword data to be mapped back to your calls.

All finished! Now, you’re tracking calls.

Watch our video explanation to find more tips on this topic!