Migrating from Google Ads Mobile Click-to-Call to Calls Details Forwarding

In 2021, CallRail released our Google Call Details Forwarding (CDF) integration, which allows you to track keywords associated with your customer's mobile searches and view calls as conversions in Google Ads. This is an improvement on our legacy Mobile Click-to-Call (MCTC) integration, and we recommend that all of our customers migrate to CDF as soon as possible. 

Why should I switch?

CallRail’s CDF integration does all the same things as the MCTC integration, but better.

- It's more timely. CallRail receives the gclid and campaign data 15 seconds after the call connects. This means we can send these gclids in integrations like Webhooks, Salesforce, Zapier, and Hubspot.

- It's more reliable. CallRail receives the data directly from Google for 100% of CDF calls.

- It's a simpler setup. You only need to place your tracking number wherever you want to track calls (extensions at any level and/or call ads), and turn on a single account-level setting in Google Ads.

- It's more comprehensive. CDF can track more types of calls from Ads, including those served on desktop, than MCTC.

What do I need to do?

Transitioning to CDF is quick and easy. There are a few things you’ll need before you get started.

You’ll need a Google Ad Extension and/or Mobile Ad Extension tracking number in CallRail. You should already have these if you’re using MCTC. You do not need to create new numbers to transition to CDF.

Those numbers should be placed in Google Ads wherever you want to use them. This should already be done if you’re using MCTC. You can also set up or edit your extension types if you want to take advantage of the additional types CDF supports.

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

Important

While you can receive gclids and campaign IDs for your CDF calls without a Google Ads integration, you won’t receive keywords and campaign names. To receive keywords and campaign names, you will need to activate the Google Ads integration. When the Google Ads integration is active, keywords and campaign names will populate overnight for the prior day’s calls.

 

Transitioning from Mobile Click-to-Call to Call Details Forwarding

All the setup for CDF happens within Google Ads. Follow these instructions to transition from MCTC to CDF. 

  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 and select CallRail as your Call Analytics Provider.

    Screen_Shot_2022-10-13_at_10.20.43_AM.png

  5. Edit any conversion settings under Manage conversion settings.

    Note: Google manages the conversions for Call Details Forwarding, not CallRail, so the conversions reported to Google Ads will respect whatever settings you have here.

  6. Once you’ve finished setting up CDF, make sure you disable MCTC. Failure to do so can result in duplicate conversions.

Optional setup 

You may need to make some additional adjustments since CDF calls report to your chosen Call Reporting conversion goal in Google Ads, and not the offline conversion goals the CallRail integration reports to (Phone Call, First-time Phone Call, and Repeat Phone Call).

Here are a few features you may need to adjust.

Call Reporting conversion goals in Google Ads
You may need to adjust if your Call Reporting conversion goal in Google Ads shows in Google Ads reporting. Google lets you decide whether the conversion is included by default in all campaigns in the account or as a campaign-specific goal. You can also choose whether that goal should be treated as a “Primary” or “Secondary” goal.

This will also impact whether Google uses your Call Reporting conversions to optimize your bids when you use an automated bidding strategy, like Target Cost-Per-Action (CPA) or Enhanced Cost-Per-Click (CPC). If you don’t include the Call Reporting conversion action as a “Primary” goal, your automated bid strategies won’t bid for these conversions.

Third-party reporting
You may need to adjust any third-party reporting you may have that is pulling in specific conversion goals from Google Ads, like Google Data Studio connectors or third-party dashboarding tools. If you are reporting on specific conversion goals by name, make sure the Google Call Reporting conversion goals are included. This way, you can get an accurate picture of the conversions reported by Google through CDF and CallRail through the traditional Google Ads integration.

Customized Google Ads reports
Adjust any customized Google Ads reports that list conversion goals by name for the same reasons outlined in the Third-party Reporting section.

 

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