When someone calls your business after visiting your website, do you know which ad, keyword, or campaign drove that call? If you don’t, you’re flying blind on a major piece of your marketing campaigns.
Even in 2025, phone calls aren’t going anywhere. In fact, 86% of decision-makers say the phone remains the most important outbound channel for achieving customer service goals and driving revenue. Yet most marketers still struggle to connect those calls to their digital campaigns.
Google Analytics can help if you know how to set it up.
In this guide, you’ll learn how to track phone calls in Google Analytics step by step. We’ll also explore different tracking methods and how to unlock deeper insights using call tracking software.
Why Should You Track Phone Calls in Google Analytics?
Many marketing campaigns are built around generating clicks, but what about the moments that happen offline? When visitors call your business, they’re often closer to purchase than someone filling out a form.
By tracking these interactions with Google Analytics call tracking, you can finally connect ad spend to outcomes that happen off-screen.
If you’re running paid search or Google Ads campaigns, you already know the pressure to show a positive return on investment (ROI). But if you can’t attribute phone calls to the campaigns that drove them, your cost-per-lead data is incomplete.
Adding call tracking fills that gap. It gives you visibility into which ads, landing pages, or keywords are driving phone calls.
Top Methods to Track Phone Calls in Google Analytics
Tracking phone calls doesn’t have to be complicated, but choosing the right method depends on how your site is set up and how much detail you need.
Below are three reliable ways to track calls in Google Analytics. Each has its level of setup, accuracy, and insight.
Track Calls Using Google Ads and Forwarding Numbers
If you’re running ads, Google offers a straightforward way to track call conversions using Google forwarding numbers. When someone clicks your ad and lands on your site, their session triggers a unique number to appear in place of your business line.
This setup connects call activity to your ad campaigns. You’ll get details like which keywords or ad groups are driving phone calls. If you rely on cost data and automated bidding strategies, this method gives you solid numbers to work with.
Track Phone Number Clicks From Mobile Devices
Some visitors prefer to tap the phone number link from their smartphone rather than dial manually. You can track these link clicks as conversions using Google Analytics and Google Ads.
To do this, you’ll need a mobile-friendly web page with a properly formatted “tel: link.” You’ll also need a conversion tracking tag set up through Google Tag or Tag Manager, along with a matching conversion action inside your Google Ads dashboard.
Keep in mind that this only tracks the click; it doesn’t track the completed call. However, it’s still useful when you’re trying to see how many mobile users are showing a clear intent to connect.
Use Google Tag Manager for Click-to-Call Event Tracking
If your team already uses Google Tag Manager (GTM), you can track call events by firing a tag when someone taps a clickable phone number. This method doesn’t require changing your site’s code. You can manage everything through the Google Tag Manager interface.
First, enable click variables inside GTM so it can recognize link interactions. Then, create a trigger that fires when a telephone link is clicked.
After that, add a tag using your conversion tracking ID and label from Google Ads. Finally, test your setup on a mobile device or desktop browser to confirm everything is working.
This method helps track inbound sales calls from your site, especially if you’re working with multiple phone numbers or want to avoid making direct code edits.
How to Track Phone Calls With Google Ads Call Tracking
If you already advertise with Google, the platform gives you a built-in way to track calls in Google Analytics using Google forwarding numbers. These numbers temporarily replace your real number on the site when someone visits after clicking an ad, so you can link the call back to that session.
Before you start, make sure you have a Google Ads account, a website with a visible phone number, and access to edit your website code or use Google Tag Manager.
Step #1: Create a Call Conversion Action in Google Ads
- In your Google Ads dashboard, go to Tools > Conversions.
- Select Phone calls as the conversion type.
- Choose Calls from ads using call extensions or call-only ads.
- Set your conversion value or leave it blank if not applicable.
- Choose the call length that counts as a phone call conversion (e.g., 60 seconds or more).
- Name the action something recognizable, like “Website Phone Calls.”
This filters out short calls that likely don’t lead to sales or appointments. This helps you focus on high-quality phone calls.
Step #2: Set Up Your Google Tag
After creating the conversion action, you’ll receive a conversion tracking tag. You can either:
- Install the tag manually on your site, or
- Use Google Tag Manager to add it as a tag configuration.
If you’re manually editing the site:
- Paste the global site tag in the <head> section of your site.
- Paste the event snippet just below it, also in the <head>.
If you’re using Tag Manager:
- Create a new tag with Tag Type: Google Ads Calls from Website Conversion
- Add your conversion ID, label, and display number.
- Set the trigger to fire on pages with your phone number link.
Step #3: Add the Phone Snippet to Your Website
This is the code that swaps your real number with a Google forwarding number. It should go on every page where your number appears.
If you need to track multiple phone numbers, install a separate snippet for each number and place them accordingly. Just know that each page can only track one number at a time unless you customize the setup.
Step #4: Test the Setup
After publishing your tag or updating the code:
- Search for one of your ads and click it.
- Visit the site from the ad and check if your regular number is replaced by a Google number.
- Make a test call and review the data in your Google Ads reports.
If you’re running repeated tests, clear the “gwcc” cookie in your browser between sessions to reset the tracking.
This method captures call volume from sessions that started with an ad click, along with details like which campaigns, keywords, and ads led to the call. It also logs only those calls that last longer than your defined threshold, helping filter out short or accidental dials.
Most importantly, it links your marketing campaigns directly to call conversions, so you can see what’s generating real engagement.
How to Track Phone Calls Using Google Tag Manager
If you want to track when users tap your phone number link on a mobile device, Google Tag Manager lets you capture that interaction without touching your site’s main code.
This method is useful for direct traffic, organic search, or other tracking solutions that don’t rely on paid clicks.
Step #1: Set Up Click Variables in GTM
Before you do anything else, activate the built-in click variables so GTM can recognize phone number link clicks.
- In your GTM workspace, go to Variables
- Click Configure
- Under Clicks, check all boxes (e.g., Click URL, Click Text, etc.)
This step allows GTM to detect when someone clicks a tel: link. This is common for mobile users trying to call directly.
Step #2: Create a Trigger for Phone Number Clicks
You’ll need a trigger that fires when someone clicks a link containing “tel”.
- Go to Triggers and select New
- Choose Trigger Type: Just Links
- Under “This trigger fires on,” select Some Link Clicks
- Set the condition: Click URL contains tel
- Name it something like “Phone Click Trigger” and save
This tells GTM to flag clicks on telephone links.
Step #3: Create a Tag to Send the Data to Google Analytics
Now, create a tag to capture these tracking events as either Universal Analytics or Google Analytics 4 (GA4) events.
- Go to Tags > New
- Select Google Analytics: Universal Analytics or GA4 Event
- For Universal:
- Track Type: Event
- Category: Phone Call Click
- Action: {{Click URL}}
- Label: {{Page Path}}
- For GA4:
- Configuration Tag: Select your GA4 ID
- Event Name: phone_call_click
- Event Parameters: Click URL, Page Path, etc.
Link this tag to your phone click trigger. Save and publish your changes.
Step #4: Test the Setup on a Mobile Device
After publishing, visit your site on a phone or browser emulator and tap a tel: link. Then, open the Real-Time > Events report in Google Analytics to confirm the click is recorded.
If you don’t see it right away, double-check that the phone number uses href=”tel:…” formatting and that the trigger condition is correct.
Google Analytics 4 vs. Call Tracking Software: What’s the Difference?
Google Analytics 4 gives you basic visibility into call events, but it has limits. If you’re trying to understand which calls are converting and where tracking leads are coming from, you’ll likely need more than GA4 alone.
What Google Analytics 4 Can Track
At a basic level, GA4 helps you monitor behavior tied to phone interactions on your website. Here’s what it covers:
- Phone call tracking events from button or link clicks
- Basic session data tied to those interactions
- Conversion tracking from Google Ads when using forwarding numbers
- Event-level reporting for clicks tagged via Google Tag Manager
This setup works if you’re mostly focused on tracking phone interactions from your ad traffic. But it stops short of showing what happens after someone places the call.
What Call Tracking Software Adds
Call tracking platforms like Analytic Call Tracking offer far more depth:
- Tracks inbound calls from SEO, paid media, social, and offline channels
- Logs call duration, outcome, and caller intent
- Matches each call to a tracking number, web page, and ad source
- Records phone calls for quality review and training
- Helps you track conversions across multiple sources
This extra layer of call tracking data helps your team understand which tracking software delivers the high-quality phone calls that matter.
How to Use Call Tracking Software With Google Analytics
If you’re already using a call tracking platform, integrating it with Google Analytics gives you a full view of how your marketing campaigns drive phone leads.
With Analytic Call Tracking, the setup is simple. This setup allows you to send call tracking data directly into GA, where you can see how calls line up with tracking events, sessions, and conversions.
Follow these steps to set up Google Analytics in Analytic Call Tracking:
- Log in and go to the Administration dropdown in the top-right of your account.
- Select Manage Campaigns from the menu.
- Choose the campaign you want to connect to. This opens a new window.
- At the bottom, check the box labeled “Enable Google Analytics for this campaign.”
- Enter your Google Analytics ID and your Domain.
- Click Save to apply the settings.
Once connected, you’ll begin to see call events appear in Google Analytics as visitors interact with your ads or site.
How to Analyze Phone Call Performance in Google Analytics
Once your tracking setup is in place, the next step is reviewing how phone calls contribute to your results. Google Analytics gives you some visibility into user behavior.
For full call data, like whether a call was completed or qualified, you’ll need to combine it with Google Ads reporting.
Use the Events Report to Monitor Phone Activity
Google Analytics 4 can track call events such as clicks on a phone number link, especially if you’ve set them up using Google Tag Manager or a call tracking script.
- Navigate to Reports > Engagement > Events
- Look for events like phone_call_click or other names you’ve defined
- Sort by event count, page, or traffic source
This helps you see which web pages drive the most inbound calls and how users interact with your tracking number.
Review Conversions Linked to Calls
If you’ve marked these tracking events as conversions, you’ll find them in your GA4 Conversions report. But remember, GA only tracks the click, not whether the call was completed or how long it lasted.
- Go to Reports > Engagement > Conversions
- Look for phone-related event code entries
- Compare these against other goals, like form submissions or purchases
To understand how many calls were completed or met your call duration threshold, check your Google Ads dashboard. A call is only counted as a conversion if it meets your defined length.
Filter Traffic Sources to Find What’s Working
Segmenting by source shows which marketing efforts are producing the most high-quality phone calls. This is especially helpful when comparing paid search, direct traffic, or SEO.
- Go to Reports > Acquisition > Traffic Acquisition
- Add a secondary dimension like “Event name” or “Page path”
- Filter for your call interaction tags from GTM or your custom HTML tag
This will show you which tracking solutions are leading to phone calls generated across channels.
While GA helps you collect data on user behavior and clicks, it can’t tell you the outcome of a call.
Use Google Ads call reporting alongside your Analytics data to track phone leads more accurately. This helps you see whether they came from a toll-free number, converted, or were missed entirely.
Reviewing these tracking metrics regularly will help you refine your conversion tracking and make smarter decisions about where to invest.
Analytic Call Tracking: The Best Way to Track Phone Calls
When your team needs more clarity on which marketing efforts lead to real conversations, native tools alone won’t cut it. Analytic Call Tracking is a complete call-tracking solution that helps you collect data from every source, including local and toll-free number calls.
It shows you which ads, pages, and keywords drive phone calls, and gives you access to call recordings, durations, outcomes, and campaign-level insights. It does just what Google Analytics can’t by linking offline activity to your digital performance.
Try Analytic Call Tracking free for 15 days and get 25% off an annual plan.
Book a demo with Analytic Call Tracking and see exactly how your phone calls drive revenue.
FAQs About Tracking Phone Calls in Google Analytics
Can Google Analytics track phone calls?
Yes, but it’s limited to the data you collect through a proper setup. You’ll need a call tracking script or event tag to log when someone clicks a tel: link or dials a number after clicking an ad. Google Analytics doesn’t automatically capture call data unless it is integrated with a call tracking platform.
How to track calls on Google?
You can use Google AdWords (now Google Ads) to create a call conversion action linked to your website. When paired with a call tracking script or event code, this method helps you track phone leads and link them to the ads or pages that triggered the call.
How to track phone call records?
Google Analytics won’t tell you what was said or whether the call led to a sale. For that, you need a dedicated tracking tool to monitor outbound calls, record conversations, and evaluate the phone calls generated by each campaign.
How to track a phone number in Google Analytics 4?
In GA4, use Google Tag Manager to fire an event when someone clicks a phone number link. This logs the interaction, allowing you to see how many calls originated from specific pages, devices, or campaigns – even if the call isn’t completed.
