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Google Ads Website Call Conversion Tracking with GTM

Google Ads Website Call Conversion Tracking with GTM


In this video, I’m going to show you how you can install
the call conversion tracking feature of Google Ads onto your website with the help of Google
Tag Manager. All and more coming up. Hey there measure geeks, Julian here back
with a another video for you guys. On this channel, we do all about data analytics and
marketing. So if you haven’t yet, consider subscribing down below. Today, we want to
talk about the call conversion tracking feature of Google Ads and how to install this on to
our website. Now, what is this called conversion tracking feature? If you have a search result,
just like on a search result in Google on your mobile phone, you might notice that there’s
a phone number that you can actually click and then are connected to the advertiser directly.
But what if the user clicks on the search result then goes to the website and you have
a different phone number displayed there, but Google Ads gives us a call conversion
tracking code for our website that can change this dynamically. So it mimics whatever is
on the ad, we just have to install it. And today, I’m going to show you how to do this
with the help of Google Tag Manager. So fire up your Google Tag Manager and your ads account.
And we’re going to get started right now. Welcome back to our demo shop on this demo
shop, I have installed a phone number right here that can be called by our customers.
And if the customer actually goes through Google AdWords and comes to the page, he might
have seen an ad just like this one, where there is a call extension feature. So the
user can click on this button and then be connected with us right away, these features
can be installed, they are not available for every country. But if you go into your Google
Ads account on the ad extensions, you can look, if you are able to install them right
here, you can create a call extension, this will give you a number by Google, which will
then connect right to your phone. And if the user calls through Google while
he’s still on Google, this can be counted as a conversion. Now obviously, if the user
clicks on the ad itself and comes to our page, he will be greeted with a completely different
version of the number. And this is where Google AdWords wouldn’t be able to count this to
a converted user. But luckily, they gave us a tracking code that we can install that mimics
whatever number is called right here and ports that over to the number and replaces actually
the number right here. So we will be able to still track conversions in Google AdWords.
So let’s install this with the help of Google Tag Manager. First of all, what you would
need is to have a call extension already running, then you can go ahead and go to Tools up here.
And under conversions, we can set up a call conversion. So go to the plus button. And
we already greeted with a tracking field for phone calls. And then we have three options
here. And we will go with the option to track calls that actually happened on our website.
So right here we gonna go with continue. And we can give this all a name. We can choose a category lead is fine with
me. But you might want to change this based on your website. We can assign our conversion
of value, I won’t do this for now. And decide if you want to count every call that comes
from a user or count the user as converted one time, I will go with every. And then there
are other configurations such as when you want to count a user has converted. If the
call length is longer than 60 seconds to conversion window is 30 days, and choose whether you
want to include this in conversions. And also, you can choose the attribution modeling here.
Don’t worry, you can always change them later on if you choose so. Let’s go ahead and create
and continue. And then it will ask us how do we want to install us in our case, we want
to installs with Google Tag Manager. And it will give us a conversion ID and the conversion
label. Now, in order to install this, we need to install a new tag that’s called Google
Ads conversion tracking which is actually not quite right anymore because they’re already
have a new tag template, which we’ll gonna use. And then also make sure you have the
conversion linker tag enabled on your page. So let’s go ahead and set this up. We’ll go
over to Google Tag Manager. And here we’re going to go with a new tag that we want to
install. And this will be our Google Ads Call extension tag. We’re going to find this
on all pages as our phone number is on all pages of our website. But you might want to
restrict this, if you just have the phone number on a certain page. Now as a tag configuration,
we’re not choosing the Google Ads conversion tracking, but rather the call tracking which
is a a new template, which is a little bit down the page here. If you can’t find it just
like me, then you might want to utilize the search functionality up here. But here we
go. It’s a Google Ads calls for website conversion. This is we’re going to use and then we need
to enter the phone number that is displayed on our website. And this needs to be exact
because the script will actually look through the website and try to find these numbers
and then replace them. So we’re going to copy this and put us in
right here. Then we need a conversion ID and the conversion label which we have right here.
So let’s copy this and set up the trigger which is simplicity
all pages trigger. We’ll save this. And before we test this, we’re also going
to configure our conversion linker tag for Google Ads. This tag will also be deployed on all pages,
as it’s a tag to ensure that our information when the user comes from Google is correctly
written to the cookie. So here we go, we already have the conversion link attack. If you have
cross domain tracking, you might want to enable this but in most cases, you will need us and
we can go ahead and simply triggers on all pages. Simple as that. Now, let’s go into
our preview and debug mode which will put our browser into a special mode. And if you
go back to our page and reload it. we can now see our Google Ads call extension
and our conversion linker has been deployed correctly. If you have the tag assistant by
Google installed, you’ll also see a new tag website called metrics. This should be deployed.
Now in order to test this correctly and see if data is received in your tool, you will
actually need to click on an ad and see if the phone number changes. But there’s also
another trick to see if this actually works. And this is by entering a piece of code at
your URL which is the hash and then Google WCC debug. This will put your browser and
the code will recognize this little snippet into a special mode. So when we go ahead and
reload this. And we’re going to close down our tag assistant
here we should see some. Now this sometimes doesn’t work because it’s cached. So we’re
going to go to another page here. Let’s enter our code again, Google minus WCC minus debug, and reload. And this time, here we go. We should see if
we minimize this a little window here where our Google Ads website call conversion will
try to replace this phone number. So we can click on force here. And we see our phone
number has been replaced. So the code actually works and would change your phone number.
In the instance, if somebody came through a call extension ad through Google. But again,
if you want to make sure that this is working correctly, you would need to click on your
own ad in order to see the phone number being replaced. Now that we have these two tags
installed, we can go ahead and submit a version and publish this to a version that all our
users will now be tracked. And this is how you can install call conversion tracking with
the help of Google Tag Manager. Yes, that’s right. This is how you can install
Google Ads call conversion tracking with the help of Google Tag Manager. If you run into
any problems or if you have any questions, please give there’s a shout out down below
in the comments. And if you liked this video, then we have tons more on this channel. So
if you haven’t yet, consider subscribing right over there because we bring you new videos
just like this one every week. Now, my name is Julian. See you in the next one.

30 thoughts on “Google Ads Website Call Conversion Tracking with GTM

  1. Rock on mate!
    You know what would also be super helpful?
    How to set up GA reporting to track clicks. So that us WordPress users can get rid of JetPack: https://www.screencast.com/t/2aXg0YZeK

  2. Big thanks Julian, this is exactly what i'm waiting for. But i have a problem, the phone number on my website is a button so does it still count as a conversion on google ads report?

  3. This is very cool, but I don't see clients that count on local business particularly liking the idea of users seeing a different phone number on their website. I track clicks on phone numbers, but that doesn't mean the call actually went through. Too bad Google doesn't provide a way to change/track the ad # in the href attribute and not the number visible to the user. Love your content, thanks for sharing! Til next time—jules 😉

  4. Love the "measure geeks" shout out. It's really cool you asked your followers what they wanted to be called.

  5. A little something I've discovered in my case: If your format is written like +32 (0)489 99 99 99, better leave the "+"-sign out when entering the phone number in Tag Manager.

  6. Very helpful. Thank you!
    Question: If there are 2 numbers on the site (1 in header, 1 in footer), would doing this cause duplication in ads reporting?

  7. Thank you for this video! I followed your instructions but am still having a bit of trouble.

    When checking to see if the tags are working the debug pop up in the bottom left hand corner says "Attempting to auto-replace" "Could not gt number: no ad click.". However when I click "force" the number is replaced. After I follow the ads via Google Ads I do not see the number being replaced, do you know what the issue could be?

  8. Hello Julian, Thank you for your content which they are making a huge change on my work!!
    Can i know how i read those conversions on google analytics

  9. Great video Julian – I have followed all steps but now where will my data show when someone does call from my website? In google analytics? where abouts?

    Thank you!

  10. Setting up and testing worked exactly as you show. A Few Questions: 1) How long does it take the data to show up? 2) If my GoogleAds and GoogleAnalytics are tied together, will the data show up in both? 3) Do I need to set up a goal in Google Ads for this data to show up in reports? 4) Do you have a video with instructions for doing that? Thanks!

  11. At 6:58, before click Done button, i saw "you need to add the tag to your website for conversion tracking to work". But i don't see you do it. How do i add that ? Or don't need ? (My website is base on wordpress)

  12. Thank you so much, this was perfect. Legend! The Google Debug thing to check the number is working was awesome.

  13. Great video as always. However, this is for integration with Google Ads. Is there a way to set up this functionality which is not connected to Google Ads (i.e. tracking both if a user clicks on the 'call now' button and/or if they dial a specific number?

  14. Another great video Julian, you rock mate! I've set up these settings and they work great for my campaigns.

    I've got an additional question – my goal is to track all phone calls from the website within a single conversion setting in Adwords. Is it possible that settings from your video would replace a phone number under a mobile "call us" button? I've tried doing that, but Google script replaced all the phone numbers placed as a text within the website, buttons remained unchanged 🙁

  15. Hi Julian, why it fires on all pages, call is supposed to be a click, why you choose all page view,? if I click on this page on desktop and don't click the call, will it count as a call? (5:45)

  16. Can you follow these same steps if you have multiple phone numbers on a website that you are looking to track? Will all of the phone numbers be replaced with a tracking number following an ad click? Thank you

  17. Hello, I'm getting the following error message after adding the #google-wcc-debug tag to the URL am trying to test: "Could not get number: error #86401.", but when forcing the code it actually replaces the displayed number of the page with nines (999 + …my country number format)… how do I know the tracking is correct?

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