How to Set Up and Use Call Reporting in Google Ads (2025 Guide)
Nov 26, 2025If you're running Google Ads and rely on phone calls to drive business, call reporting isn't just a nice-to-have - it's a must. Yet, many advertisers aren’t using this feature to its full potential. In this guide, we’ll walk you through exactly how to set up call reporting in Google Ads, explain how it works, and show you how to turn call data into real performance insights.
Whether you’re using call-only ads, call extensions, or website call tracking, understanding which keywords and ads are driving the most (and best) calls can make a big difference to your ROI.
Key Takeaways
- Call Reporting in Google Ads helps you track and analyze phone leads by capturing details like call duration, start time, and call status.
- Enabling call reporting requires using a Google forwarding number via call extensions, call-only ads, or website call tracking.
- Call conversions can be tracked by setting minimum call durations (e.g. 60 seconds) to measure which calls count as leads.
- The Call Details report provides insight into when and how your leads are calling, helping you optimize ad schedules, targeting, and call handling.
- Using call reporting data helps reduce wasted ad spend and improve lead quality, especially for service-based or phone-driven businesses.
What Is Call Reporting in Google Ads?
Call Reporting is a feature in Google Ads that allows you to track and analyze phone calls generated through your ads. When someone clicks on your call extension or call-only ad and dials your number, Google captures key details about the call—including when it happened, how long it lasted, and whether it was answered.
Why Call Reporting Matters
Call Reporting is an essential feature in Google Ads that allows you to track and measure phone calls generated from your ads. Whether you’re using call extensions, call-only ads, or tracking calls from your website, this report provides valuable insights into the performance of your campaigns. It helps you understand which keywords, ads, and campaigns are driving the most calls, enabling you to optimize your strategy and get more high-quality leads.
Despite its importance, I’ve noticed that many of my clients are either unaware of this report or aren’t using it effectively. That’s why I decided to write this post—to make sure you’re not missing out on the opportunity to enhance your lead generation with the data you already have.
How to Set Up Call Reporting and Call Conversions
Setting up call reporting in Google Ads is a straightforward process, but it needs to be done correctly to ensure your account is collecting accurate data.
Step-by-step: Enable Call Reporting
- Go to your campaign or ad group.
- Create a call extension or use a call-only ad format.
- Enter your phone number and make sure to check the box for Call Reporting using a Google forwarding number.
- Save and apply the extension or ad.
⚠️ You must use a Google forwarding number to enable full call reporting and tracking. This allows Google to capture details like duration and status.
Optional but Recommended: Track Call Conversions
To see which calls count as conversions (e.g. leads), go to:
- Tools & Settings → Conversions → New Conversion Action
- Choose Phone Calls → Calls from ads (or from your website if applicable)
- Set a minimum call length (e.g. 60 seconds) to define what counts as a lead
This allows you to track actual call conversions and use that data for optimisation, reporting, or even Smart Bidding strategies.
How to Access Call Reporting in Google Ads
To access the Call Reporting data, you’ll first need to have call reporting enabled in your account. Here’s a quick step-by-step guide:
- Sign in to Google Ads and navigate to the campaign or ad group you want to analyze.
- Click on “Reports” in the top menu, then select “Predefined reports (Dimensions)”.
- Choose “Extensions” and then “Call details”.
This report will show you detailed information about each call, including the start and end time, duration, and status (answered or missed).
Key Metrics to Watch
When analyzing your Call Reporting data, there are a few key metrics you should focus on:
1. Call Duration
The duration of calls is a strong indicator of lead quality. Longer calls often mean more engaged prospects who are seriously considering your product or service.
2. Call Conversion Rate
This metric shows you the percentage of phone calls that result in conversions. A high call conversion rate suggests that your ads and landing pages are effectively driving qualified leads.
3. Call Start Time
Understanding when your calls are coming in can help you adjust your ad scheduling to maximize your availability and ensure you’re capturing leads when they’re most likely to call.
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How to Use Call Reporting to Get More Leads
Now that you have access to this powerful data, here are some actionable tips on how to use Call Reporting to get more leads:
1. Optimize Your Ad Schedule
Use the Call Start Time data to identify peak call times and adjust your ad schedule accordingly. This ensures your ads are running when your target audience is most likely to call, maximizing your chances of connecting with potential customers.
2. Refine Your Keywords
Look at which keywords are driving the most calls and focus your budget on those that are performing well. Consider pausing or reducing bids on keywords that aren’t generating calls, as they may not be attracting the right audience.
3. Test Different Call Extensions
Experiment with different call extensions and ad copy to see what resonates best with your audience. You can also test call-only ads if phone calls are a high priority for your business.
4. Improve Call Handling
Ensure your team is well-trained and prepared to handle incoming calls. The quality of the interaction can make or break a potential lead. Listen to call recordings, if available, to identify areas for improvement.
Final Thoughts
Call Reporting in Google Ads is an invaluable tool for anyone looking to boost lead generation through phone calls. By regularly monitoring and analyzing this report, you can gain deeper insights into what’s working and what’s not, allowing you to fine-tune your campaigns for maximum impact.
Don’t let this powerful data go to waste—start leveraging Call Reporting today to get more leads and grow your business!
FAQ
What is call reporting in Google Ads?
Call reporting is a Google Ads feature that tracks phone calls made from your ads. It provides details such as call duration, start and end times, and whether the call was answered. This helps businesses measure which ads and keywords generate valuable phone leads.
How do I enable call reporting in Google Ads?
You can enable call reporting by adding a call extension or creating a call-only ad, then selecting the option to use a Google forwarding number. This allows Google to collect detailed call data for reporting and optimisation.
Can I track phone calls as conversions in Google Ads?
Yes. In Google Ads, you can set up call conversions by defining a minimum call length (e.g. 60 seconds). Any call that meets or exceeds this duration will be counted as a conversion, giving you more accurate insight into lead quality.
What data is available in the Call Details report?
The Call Details report shows information such as caller area code, call start and end times, duration, and status (answered or missed). If call conversions are enabled, you’ll also see which calls qualified as leads.
Why is call reporting important for lead generation?
For service-based businesses, many leads come in by phone rather than online forms. Call reporting ensures you’re not just tracking clicks but also measuring the calls that directly generate sales opportunities.
Do I have to pay extra for call reporting in Google Ads?
No, there is no additional fee for enabling call reporting. However, calls made using a Google forwarding number are charged the same as a standard ad click in your campaign.
Can call reporting data be used for Smart Bidding?
Yes. When you track call conversions in Google Ads, that data feeds into Smart Bidding strategies such as Maximize Conversions or Target CPA, helping Google’s algorithm optimise toward more qualified calls.