Measure the performance of your call assets , location assets , and call ads with call reporting. When call reporting is turned on, a Google forwarding number is assigned to your ad, enabling you to track details like call duration, call start time, caller phone number for calls over 15 seconds, except in India), and whether the call was connected. You can count phone calls of a specified duration as conversions and use automated bidding strategies to increase the likelihood of conversions.
You can manage call reporting for call assets, location assets, and call ads at the account level. To enable or disable this feature, go to Account settings and find the Call reporting section. Turning this feature on uses a Google forwarding number to track calls as conversions. Turning it off shows your direct business number but prevents Google Ads from tracking calls.
Note: If you'd like to show your own business number or use third-party call tracking, you can turn off call reporting in your account settings to ensure your direct business number appears on your ads instead of a Google forwarding number.
On this page
How it works
Call reporting uses Google forwarding numbers to measure the performance of your call asset or call ad. When you turn on call reporting, we’ll assign a Google forwarding phone number to your ad. That way, you’ll be able to view the details of your calls and count them as conversions. Learn more about how to Manage call reporting for your campaigns and Measure calls from ads .
Here’s what happens when your ad runs with call reporting:
- A customer taps your ad to call you. You’re charged for a click, which is the same CPC as if the customer were clicking on an ad that goes to your website.
- The call goes to your business. Customers’ calls get routed through a Google forwarding number, which allows you to gather data about the call. Caller ID still works for calls routed through Google forwarding numbers (except for some calls in India and Japan) so you can know who's calling you.
- You can review data about all the calls from your ads and optimize your campaigns based on that information.
Example
A travel agent notices that they've gotten more calls since adding call assets, and they want to better understand this phone traffic. They turn on call reporting. Reviewing the data, they find calls lasting more than 2 minutes tend to lead to sales, so they choose to count those calls as conversions. Later, they find that their conversions are coming from callers in the 717 area code, so they decide to target their ads to the corresponding region.
About phone numbers
Whenever possible, Google forwarding numbers will share the same area code or prefix number as your business. Otherwise, a local number area code or prefix for your geographic region will be used instead. In some cases, a local Google forwarding number may not be available. When this happens, your ad will show a toll-free Google forwarding number instead. Google forwarding numbers are either toll-free, equivalent to a local number, or a local number.
Call reporting and performance
Google Ads shows call assets only when you meet certain criteria. Learn more about how to make assets more likely to show .
Google forwarding numbers are currently available in the following countries:
| Country flag |
Country name |
Toll-free number |
Local number |
|---|---|---|---|
| |
Argentina | ||
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Australia | ||
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Belgium | ||
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Brazil | ||
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Canada | ||
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Chile | ||
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Colombia | ||
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Czech Republic | ||
 * |
Denmark | ||
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France | ||
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Germany | ||
 * |
Hungary | ||
 ** |
India | ||
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Indonesia | ||
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Ireland | ||
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Israel | ||
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Italy | ||
 ** ‡ |
Japan | ||
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Mexico | ||
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Poland | ||
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Portugal | ||
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Romania | ||
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Russia | ||
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Slovakia | ||
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South Africa | ||
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Spain | ||
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Sweden | ||
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Switzerland | ||
 * |
United Kingdom | ||
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United States |
*Toll-free number equivalent to a local number
**On some calls, Caller ID shows a Google number, not the user's number
‡In Japan, your service provider is Google Connect Asia Pacific Pte. Ltd.
