How do I track phone calls from ads?

To track calls accurately in 2026, you must first enable Call Reporting at the account level.This allows Google to use Google Forwarding Numbers (GFNs) temporary numbers that redirect to your business while capturing data like duration and area code.

Step 1: Enable Account-Level Call Reporting

Click the Admin (gear icon) in the bottom left.
Select Account settings.
Find the “Call reporting” section and ensure it is toggled to On.

Step 2: Choose Your Tracking Method

There are three main scenarios you should document for your readers:

Calls From Ads (Direct)

What it tracks: When a user clicks the “Call” button on your ad in search results without visiting your website.
How to set it up:

Go to Goals > Conversions > Summary.
Click + New conversion action > Phone calls.
Select “Calls from ads using call assets or call-only ads.”

Edit Setting: Set a “Min. call length” (e.g., 60 seconds). This prevents “wrong numbers” or 5-second hang-ups from being counted as conversions.

Call Tracking Comparison

Feature	Calls from Ads	Calls from Website	Mobile Clicks
GFN Required?	Yes	Yes	No
Tracks Duration?	Yes	Yes	No
Ease of Setup	Easy (In-platform)	Medium (GTM/Code)	Easy (GTM)
Data Accuracy	High	High	Low (Counts clicks, not calls)

Troubleshooting Tip: Why isn’t my number swapping?

Direct Traffic: GFNs only appear for users who arrive via a Google Ad click. If you type your URL directly, you won’t see the swap.
Number Formatting: If your site says 69 291 3855 but your Google Ads setting is 692913855, the swap will fail. They must match exactly.

Last Updated 2nd February 2026.

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