Google Ads Call Details Forwarding Integration

CallRail's Google call details forwarding integration allows you to track keywords associated with your customer's mobile searches and view calls as conversions in Google Ads. This gives you insight into the keywords associated with calls to your call-only ads, as well as your campaigns that have call extensions.

Getting Started

This integration does not require a prior Google Ads integration and can be utilized with all tracking numbers, as long as they are set as either of the following within their Number Insertion Options:

- Google Ad Extension

- Mobile Ad Extension

For more information on editing number insertion options for any tracking number, refer to this CallRail help article.

If you have been using our Mobile Click-to-Call integration, we strongly recommend disabling it before proceeding with Google call details forwarding setup. Failure to do so will likely result in duplicate conversions.

Calls to your tracking numbers used with this integration must be at least 15 seconds long for their enhanced data to be captured.

Integrating with Google Ads Call Details Forwarding

This integration is company-dependent within your account. Use these instructions for each company where you'd like to activate the Google call details forwarding integration.

Every step of enabling Google call details forwarding takes place within Google Ads (with the exception of creating your tracking phone numbers within CallRail). Please ensure that your desired configurations for Call conversions are set up within Google Ads before proceeding.

  1. Sign into your Google Ads account.

  2. Click All campaigns in the left navigation menu.

  3. Click Settings in the page menu, then click the Account settings tab.

  4. Under “Call reporting,” select On.

  5. Under “Send Google Ads data to a Call Reporting provider,” select On.

  6. Under “Call Analytics Provider,” select CallRail.

  7. Select any other desired settings and click Save.


For more information on enabling Call Reporting within Google Ads, refer to Google’s help documentation on the subject.

Your Google Call Details Forwarding Data

Once your integration is active and you’ve received calls to tracking numbers associated with it, your keyword data will appear in your call log and in your caller’s timeline.

  1. Select Analytics from the navigation bar on the left.

  2. Click Activity at the top of the page.

  3. Choose the company whose data you’d like to review.

  4. The Keywords column displays the keywords each caller used to find your ad.

  5. To see additional information about a specific caller, click to open their Timeline.


  6. Within the Timeline view, the keywords the caller used are available in the Caller box next to Initial Source.

Disabling Your Integration

Disabling the Google call details forwarding integration involves accessing Google Ads’s Call reporting section as outlined in the above Integrating with Google call details forwarding section.

Setting “Call reporting” to Off will completely disable any Google Ads call reporting. Adjust any other necessary settings and click Save to disable this integration.


How do Integration Triggers within CallRail interact with this integration?

Integration Triggers and the “Send values delay” setting do not apply to the Google call details forwarding integration, though they still apply to CallRail’s other Google integrations. This is because Google Ads is reporting any call details forwarding conversions itself.

Why is there a different tracking number that isn’t from CallRail in my ad?

Since this integration uses Google's Call Reporting, your ads will be served with a Google Forwarding Number that connects to your CallRail tracking numbers and then routes according to their setup in CallRail.

Why are tracking numbers not being shown in my desktop ads?

Google forwarding numbers may not show with desktop ads if your ad group isn’t getting a minimum number of clicks in a 4-week period. Your business phone number will be shown in that case. (There is no minimum requirement for ads on mobile.)

For more information on Google’s policy regarding this, refer to their help documentation on the subject.