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 call ads and call assets (formerly known as extensions) in Google Ads? Check out our Google Ads Call Details Forwarding integration after setting this integration 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).

Please note: 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

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.

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

  1. Click the Settings icon on the left navigation bar.

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

  3. Click Integrations at the top of the page.

  4. Choose 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 conversion action 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 conversion action ("First Time Phone Call") and a repeat caller conversion action ("Repeat Phone Call").

  9. For the most accurate reporting, make sure your conversation actions are set up as Primary actions in Google Ads. This will ensure your conversion actions are reflected in reports and can be used in automated bidding strategies. 

  10. Click Activate. This creates your conversion actions 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.

Deactivating the Google Ads integration

Deactivating 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 reactivate your integration in the future.

  1. Click the Settings icon on the left navigation bar.

  2. Choose the company where you'd like to deactivate the integration.

  3. Click Integrations at the top of the page.

  4. Choose Google Ads from the list of integrations.

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


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, deactivate 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.

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.

I've set up this integration already, but I 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.

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