Viewing call sources and keywords in Universal Analytics

Heads up!

Google has recently upgraded to Google Analytics 4(GA4). We will be sunsetting our Universal Analytics integration in July 2023. Click here to learn how to make the switch to GA4.

In Universal Analytics, you can view the Channel (source type) or Keyword (search term) that led to a phone call. This allows you a granular look at your call tracking data alongside the other campaigns you are tracking within Universal Analytics.

Getting started

In order to see call data reporting in Universal Analytics according to this support article, you'll need to ensure your Universal Analytics integration is receiving data.

If you haven't already integrated with Universal Analytics, use this article to set up your integration first. After your integration is set up, use this article to see your call data in Universal Analytics.

View call channels

  1. Once you're logged into Google Analytics, select Acquisition > All TrafficChannels.


  2. On the resulting table, select your call goal from the Conversions drop-down to show only the default channels for call goals.


View referring sources

To view more information about the referring sources for calls, select a channel under the Default Channel Grouping column. Be sure to select your phone call goal from the Conversions drop-down.

Direct shows the referring URL:

Paid Search (and some Organic Search) channels display the search terms (keywords):


I also have a form submission goal set up in Universal Analytics. How do I see those?

If you've set up goals for form submissions in Universal Analytics, your default view when you reach the Channels page will include both your call and form submission goal. If you only want to see your form submissions goals reports, use this article to find your data:

View Form Submissions in Universal Analytics

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