What Is the Purpose of Setting Up Call Reporting in Google Ads?

Short Answer: Setting up call reporting in Google Ads helps the platform recognize when a user calls after clicking on an ad by switching the displayed phone number. This allows Google to track calls as conversions, creating a closed-loop system that links ad clicks to leads and conversions for better ad spend reporting.

Full Explanation

Setting up call reporting enables Google Ads to identify when a phone call originates from someone who clicked on an ad. When the system recognizes that the call comes from an ad click, it switches the number shown to the user to a Google forwarding number. This process allows the system to track calls accurately and attribute them to specific ads.

If the number is not switched, you can still receive the calls and consider them as conversions, meaning you know they happened. However, Google Ads will not report these calls back as conversions. This means there is a gap in data where Google cannot link the call activity directly to ad interactions.

The purpose of fully setting up call reporting is to close this loop. By having Google switch numbers and track calls, the platform can record the connection between the ad click, the lead generated by the call, and the conversion. This gives advertisers a full picture of how their ad spend drives actual results.

Step-by-Step Breakdown

Ad Click Happens: A user clicks on your Google Ad.
Call Reporting Detects Click: Google Ads recognizes that the user originated from an ad.
Number Switches: If configured, the displayed phone number switches to a Google forwarding number.
Call Tracking: The system tracks the call as coming from the ad, linking it to the specific click.
Conversion Reporting: The call is recorded as a conversion in Google Ads, closing the loop between click and lead.
No Number Switch Scenario: If the number does not switch, calls can still be received and counted as conversions internally, but Google Ads will not reflect them as such.

Real Examples

When call reporting is active, if you run a Google ad for a service and someone calls the forwarded number after clicking your ad, Google Ads will record this as a conversion. This helps you understand the direct return on investment for that call.

Conversely, without call reporting, the call will come through your regular number and will count as a conversion on your side but not in Google Ads conversion data. This can lead to incomplete reporting and a less accurate assessment of ad performance.

Common Mistakes

Not enabling call reporting, which limits Google Ads’ ability to track calls properly.
Assuming calls without a switched number are reported as conversions in Google Ads, which is not the case.
Overlooking the importance of a closed-loop system in tracking true ad performance and lead generation.

FAQs

Can I track calls if the number doesn’t switch?
Yes, you will still receive calls and can count them as conversions on your end, but Google Ads will not report these calls as conversions.

Why is number switching important?
Switching the number lets Google Ads attribute calls specifically to ad clicks, enabling the platform to report calls as conversions accurately.

Does call reporting affect my ad spend?
Yes, by tracking calls as conversions, you gain insight into how your ad spend leads to actual results, helping optimize your campaigns.

Key Takeaways

Call reporting in Google Ads is crucial to track phone calls generated from ad clicks accurately.
It works by switching the displayed number to a Google number, enabling conversion tracking.
Without number switching, calls are received but not reported back to Google Ads as conversions.
A closed-loop system improves the ability to link ad spend to generated leads and conversions.