Google Ads Automatic Conversion Import

CallRail makes it possible to track calls as conversions in Google Ads using your Google Analytics Goals. If you're using keyword-level call tracking, and you've set up Goals in Google Analytics, you can import your goals to Google Ads and track conversions being received by your Analytics goals.

With our keyword-level tracking, we'll capture the Google click ID (gclid) for each of your visitors. When a call is received, we'll send an event to Google Analytics along with the original Google click ID. Google Ads will recognize the Google click ID we send to Google Analytics, and pull that call in as a conversion automatically.

Use this article to learn how to:

  • Import your Google Analytics goals to Google Ads
  • See your calls as conversions in Google Ads

Getting Started

Using CallRail's automatic conversion import requires the following:

  • Keyword-level call tracking
  • Auto-tagging enabled within your Google Ads account
  • Google Ads linking enabled within Google Analytics 

If you prefer to integrate directly with Google Ads without importing your goals, use this help article instead.

Integrate with Google Analytics

You can configure your call conversions to report automatically in Google Ads by using our Google Analytics integration. If you haven't set up the Analytics portion of your integration yet, do that first, then return to this article to complete the Google Ads integration.

Integrate CallRail with Google Analytics

Then, set up a Goal for that call event. This allows you to import the goal as a conversion in Google Ads:

Once you've integrated with Google Analytics and created your goal, calls will be reported to Google Ads as conversions. 

Set up Call Conversions in Google Ads

  1. Link your CallRail account with your Google Analytics account. See our Google Analytics integration.

  2. Log into Google Ads, select Tools at the top of the page.


  3. Choose Conversions from the "Measurement" section of the Tools drop-down.


  4. Click the icon to create a new conversion.


  5. Choose Import.


  6. Select Google Analytics and click Continue


  7. Select the Phone Call Goal(s) that has been created within your Google Analytics account, and then click Import and Continue.


  8. After you import the goal, incoming phone calls should begin appearing in Google Ads as conversions. It may take a couple of hours after your first call for it to appear as a conversion.

Tracking Keywords in CallRail

Adding the ?keyword={keyword} parameter to your tracking template in Google Ads is the recommended last step in setting up your Google Ads integration. Using this parameter in your tracking templates allows your caller's keyword data to display on your call log and in caller’s timelines. If you choose to not add this parameter to your URLs, calls will still report as conversions in Google Ads once the integration is configured properly.

Instructions for adding this parameter are available in this help article:

Creating Tracking Templates to See Keyword Data in CallRail