Google Ads Integration

CallRail makes it possible to track calls and form submissions as conversions in Google Ads. Once your integration is active, we’ll automatically report your Google PPC calls and form submissions to Google Ads as conversions.

Looking to track your mobile-only call extensions in Google Ads? Check out our Mobile Click-to-Call integration after setting this one up. 

Getting Started

CallRail’s integration with Google Ads requires the following:

- The JavaScript snippet installed on your website or landing page you're tracking

- Visitor tracking (this is a requirement for calls to report as conversions)

- Auto-tagging enabled in your Google Ads account (for both calls and forms to report as conversions)

We recommend signing in to the Google Ads account you'd like to use before setting up the CallRail integration. This helps ensure the correct Google Ads account is linked to CallRail during setup.

Please note that this integration can only be connected to a customer-level account that you either have direct access to or can access through a manager account. This integration cannot be directly connected to a manager account.


If your integration is already set up but you sense something may be wrong, check out our troubleshooting help article or the FAQs at the bottom of this article for solutions to common integration errors.

Integrating with Google Ads

CallRail’s integration with Google Ads is company-dependent in your account. Follow the instructions below for each company you’d like to integrate with Google Ads.

  1. Click Analytics in the navigation bar on the left.

  2. Click Settings at the top of the page.

  3. Choose the company you’d like to integrate with Google Ads.

  4. Select Google Ads from the list of integrations.

  5. Click Authorize. This will redirect you to Google Ads' website where you will be asked to authorize CallRail to send data to your account. Before authorizing CallRail's access, you'll want to ensure you're logged into the Google Ads account you'd like to use for this integration.

  6. Choose Allow to authorize CallRail’s access.

  7. Allowing CallRail access to your Ads account will move your integration into a "pending" state. Select the Google Ads account you’d like to use for this integration to take it out of pending.

  8. In the Conversions section, configure how you'd like CallRail to report to Google Ads by checking the Calls and Forms boxes as necessary. 

    If you would like to receive all phone calls as the same conversion, select Create one conversion for all calls. This will create a single goal in Google Ads ("Phone Call"). 

    If you would like to receive first-time caller conversions separately, select Create separate conversion actions for first-time callers and repeat callers. This will create a first-time caller goal ("First Time Phone Call") and a repeat caller goal ("Repeat Phone Call").

    Note: If you are also using our Google Ads Mobile Click-to-Call integration, your conversion preferences chosen here will also be reflected in conversions from that integration. 

    For the most accurate reporting, please make sure that 'Include in conversions' in Google Ads is set to 'Yes' for all of our conversions. This ensures all calls are reflected in reports. 

  9. Click Activate. This creates your conversions in Google Ads and allows CallRail to report your new, incoming calls and/or forms as conversions. After this step, you should see "Phone Call" and "Form Capture" conversion actions with the source "Import from clicks" in Google Ads.

    Read these help articles for more information on finding your call and form conversions in Google Ads:

    Viewing Call Conversions in Google Ads
    Viewing Form Conversions in Google Ads

Disabling Google Ads Integration

Disabling a company's integration will prevent conversions from reporting to Google Ads. We'll keep your Google Ads credentials saved in case you'd like to re-activate your integration in the future.

  1. Click Analytics in the navigation bar on the left.

  2. Click Settings at the top of the page.

  3. Choose the company whose integration you'd like to disable.

  4. Select Google Ads from the list of integrations.

  5. Select Disable Integration on the right side of the page.

  6. Click Disable to turn off your Google Ads integration.


I don't think my Google Ads integration is working. 

If there's an issue with your Google Ads integration, refer to our troubleshooting help article for solutions to common integration errors.

Can I edit the conversion that CallRail creates when I activate my integration?

Changing the conversion name from Phone Call in Google Ads will prevent CallRail from sending conversion data. Similarly, changing the conversion source from Import from Clicks will prevent conversions from reporting. However, you can edit the other conversion fields if you'd like.

I've recently created or updated my Google Ads integration but don't see conversions yet.

Any change to the integration, whether activation or just an update, can take up to 24 hours to register within Google Ads. If your change is that recent, this is likely a factor. 

I'm not seeing conversions under "Calls from Ads" on Google's end

The "Calls from Ads" conversion is automatically created by Google when you authorize Google Ads' own call tracking, which is separate from ours. Calls from CallRail will only report to the "Phone Call" conversion set up by our integration and will not show under "Calls from Ads." 

I've updated my Google Ads integration but previous calls aren't showing as conversions.

Our Google Ads integration cannot be applied to previous calls and forms. It only captures customer interactions that have taken place since the integration's activation or update.

Clicking "Authorize" on the integration page doesn't lead to anything.

If you have an ad blocker active in your browser, this may prevent Google's authorization window from opening. If this issue occurs, disable your ad blocker and try again. If the issue persists beyond this, please try clearing your browser's cookies and cache or trying a different browser. 

What about white label accounts?

Only administrators can activate integrations that require an account authorization (such as Facebook and Google Ads) for white-labeled accounts since this step requires the knowledge of CallRail to connect. In order to integrate, administrators will need to log into the correct Google Ads account before authorizing the integration. After the integration is active, it will function like normal and there won't be any visibility issues for other user levels in your white-labeled CallRail platform.

How have Apple's in-app tracking updates in iOS 14+ affected what can be tracked?

To accommodate Apple's recent changes to user privacy options, Google has stopped using gclids (Google click IDs) for ad clicks in Safari and Google apps. They have been replaced with click IDs which track groups of users in aggregate instead of individually. This applies solely to visitors who are interacting with your site via iPhone, and only if they have enabled Apple's new privacy features.

We aren't able to post these interactions as conversions, though we can make sure these interactions are attributed properly in your reporting. Tracking numbers set to display for Google Ads-based visitors to your site will still swap as normal. 

I've set up this integration already, but need to change the Ads account connected to CallRail. 

If you've already configured the Google Ads integration and need to make changes to your account, follow this help article: Changing Your Google Ads Account

Can I use the integration if I use "pay for conversions" bidding?

Unfortunately not – your lead activity reports to Google Ads as an offline event, and Google requires that all offline events are removed before the ability to pay per conversion (as opposed to by click) is allowed. 

If you need the ability to pay per conversion, we recommend creating an automatic conversion import from Google Analytics as an alternative to this integration.