Measure phone number clicks on a mobile website

Conversion measurement can help you understand how effectively your ads lead to clicks on your business phone number on your mobile website. Unlike other phone call conversion measurement, this feature only tracks clicks on your phone number, not actual phone calls. This article shows you how to track phone number clicks from the mobile version of your website. You can measure clicks on a text link, image, or button.

Before you begin

Here's what you'll need before you can set up phone number click conversion measurement:

A Google Ads account: Don't have one yet? Sign up for your Google Ads account.
A website: This is where you'll put the conversion measurement code (called a "tag").
Ability to edit website: Either you or your web developer will need to be able to add the tag to your website and add a JavaScript snippet with an onclick event handler.

Step 1: Measure conversions from phone calls

Go to Summary within the Goals menu.
Select + Create conversion action.
Select the "Conversions from phone calls" checkbox.
Select Save and continue.

Step 2: Set up phone call conversions

Part 1: Choose the conversion category you want to measure

Choose the conversion category (or categories) you want to measure. Categories help you group multiple conversions together. The category should be the most closely related to the user action you are measuring. If you don’t find exactly what you are looking for, choose the next best category to sort your conversion.

Select a category from one of the top 4 categories recommended for you or select see all to view all category options.

If you have an existing conversion(s) already grouped into that category, we will let you know how many conversions already exist in that category.

Part 2: Define your conversion

Important: Correctly configuring your conversion actions as primary (biddable) or secondary (observation-only) is critical. Misconfiguring these settings can prevent Smart Bidding from optimizing effectively, as the algorithm relies on these signals to improve your campaign performance.

Select + Create conversion.
Choose the method that best aligns with your business goals.
- Select Calls from ads to identify which specific ads drive leads directly.
- Select Calls from website to track customers who visited your site before calling.
  - For phone calls from website visits, define your event by selecting Someone calls a number shown on my website and add your phone number.
  - Alternatively, you can select Someone makes a call by clicking a number on my website. Google will give you instructions at the end of the workflow to enable this.
- Select Calls via uploads to track conversions that conclude offline and align your reporting with your CRM or sales records.
  - For calls via uploads, select Settings and follow the instructions to complete calls via uploads in the next steps.
  - Note: "Calls via uploads" conversion action isn’t available in the "Phone call lead" category but is available for other categories.
Select Save and continue to save the conversion action.

Note: If you see an "Unverified" or "Inactive" status for a new phone call conversion action, this is normal. The status will only update to "Active" after Google Ads records the first actual conversion or a successful test event.

Step 3: Next steps

Now that you’ve created your conversions, review the next steps to ensure your conversions can be measured correctly.

Important: Smart Bidding strategies require a 7-14 day learning phase to collect enough data to stabilize performance. During this time, avoid making frequent changes to your budget, targets (CPA or ROAS), or conversion goals, as these adjustments will reset the learning period and delay optimization. Learn more About Smart Bidding.

Set up call from ads

Select Set up call from ads. You’ve created a new conversion category.
Select Finish.
Select Set up calls from website (calling a number shown on website).
Set up your Google tag and event tag.
Check your Google Click ID.
Select Agree and finish.

Set up calls from website

Select Set up calls from website (clicking on a call link, such as on a mobile).
Set up your Google tag and event tag.
Select Finish.
Select Set up call via upload.
Set up your Google tag and event tag
Turn on your website and lead tracking system. Learn more about Google Click ID.
Download the import template and ensure the column names and your transaction data are formatted correctly. Learn more about how to Import phone call conversions.
Select Finish.

Check your Google tag

If you want to make sure your conversion measurement tag is installed and tracking conversions correctly, or you think there may be a problem with the tag, Troubleshoot your conversion tracking tag.

Was this helpful?

How can we improve it?