Form Conversions in Google Ads

Form Tracking is available on the Marketing Analytics and Analytics Suite pricing bundles. Use our help article to see or change your pricing.

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

Our Google Ads integration captures the Google click ID (gclid) for each of your website visitors. When a form is submitted, Google Ads recognizes the click ID we send and creates that form submission as a conversion automatically.

Getting Started

CallRail’s integration with Google Ads requires the following:

- The JavaScript snippet installed on your website
- Visitor-level tracking
- Auto-tagging enabled in your Google Ads account

For this tutorial, we'll assume you've already integrated your CallRail account with Google Ads. If you haven’t linked your accounts yet, follow the instructions in this support article first, then return to this article to complete setup:

Google Ads Integration

Viewing Form Conversions in Google Ads

Once your Google Ads integration is active, incoming Google PPC form fills will start reporting as conversions. Use this set of instructions to find your form conversions in Google Ads.

  1. Once you're logged into Google Ads, select Tools at the top of the page.

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

  3. Your form goal displays as Form Capture with a source of Import from Clicks. Your conversions report on the right-hand side of this row.

    Important note: Changing the name of the conversion ("Form Capture") will prevent CallRail from sending your conversion data to Google Ads; however, you can edit the other conversion fields if you'd like.  

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 keyword data to display on your form submission log and timelines. If you choose to not add this parameter to your URLs, forms 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 and video:

Creating Tracking Templates to See Keyword Data in CallRail