Form conversions in Google Ads

CallRail makes it possible to track form submissions as conversions in Google Ads. Once your integration 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.

If you think you might be missing conversions, check out our No conversions in Google Ads support article for additional troubleshooting.

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, follow the instructions in this support article first, then return to this article to complete setup.

Instructions for adding the parameters discussed below are available in this help article and video:

Viewing Form Conversions in Google Ads

Instructions for current version of Google Ads Instructions for latest version of 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.


Why aren't my form conversions showing in the Conversions column of my Google Ads reports?

There are a few reasons why you might be missing conversions from the Conversions columns of your report. You can follow the steps in our No conversions in Google Ads support article to help you troubleshoot.

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.

Previously, we weren't able to post these interactions as conversions. However, as of March of 2023, we can now post those conversions and have started doing so automatically.

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