Google Ads Call Conversions is Google’s platform for tracking and measuring phone call conversions that result from advertising campaigns. It helps businesses attribute phone calls to specific ads and campaigns, enabling better optimization of advertising spend and campaign performance.

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1. Overview

You can use the Google Ads Call Conversions connector to import offline call conversions into Google Ads in order to track when ads leads to phone calls and when those phone calls lead to valuable customer actions.

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2. Important considerations

It should take up to 3 hours for imported conversion statistics to appear in your Google Ads account.

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3. Configuring the destination

  1. For configuring this destination, go to the Destinations tab and click on the “Add destination” button located on the top right of your screen. Then, select the Google Ads - Call Conversions option from the list of connectors.
  2. Click Next and you’ll be prompted to add the connector configuration:
    • Authorization: you should authenticate this connector with a Google Account with enough permissions to access the Google Ads account to which you want to send the Call Conversions data.
    • Customer ID: the Google Ads customer ID from the account you want to extract data from. You can obtain this information from the top-right corner of your Google Ads account. For more info, please check this article.
    • Use fixed conversion action: if you’re using the same conversion action for all conversion entries in the input table, set this config to True. If you have different conversion actions for each entry, then you should set this information in the column mapping part.
    • Conversion action name: in case you’re using a fixed conversion action, you should specify its name on this config and the connector will automatically assign this conversion action for each entry in the input table. Please note the conversion action must have a type of UPLOAD_CALLS, and must exist in your Google Ads account.
    • Ad user data consent: specify the consent of the uploaded users for sending user data to Google for advertising purposes.
Important: if you are uploading data for users in the European Economic Area (EEA), you need to ensure you are passing the required consent signals to Google on the Ad User Consent field.
  1. Click Next.

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4. Select your catalog data to send

  1. The next step is letting us know which data you want to send to the Google Ads - Call Conversions destination. Select the layer and then the desired table.
    Tip: The table can be found more easily by typing its name.
  2. Click Next.

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5. Map your data to the destination

In this step, you should map the fields from the input table to the destination. It’s important that your table contains the structured data needed to sync with Google Ads - Call Conversions. This is the list of fields available for syncing with Google Ads.

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Available fields

Field nameDescription
caller_idThe caller id from which the call was placed. Caller id is expected to be in E.164 format with preceding ’+’ sign, for example, +16502531234.
call_start_date_timeThe date time at which the call occurred. The timezone must be specified. The format is yyyy-mm-dd hh:mm:ss+-hh:mm, for example, 2019-01-01 12:32:45-08:00.
conversion_date_timeThe date and time of the conversion. The value must have a timezone specified, and the format must be yyyy-mm-dd HH:mm:ss+-hh:mm, for example: 2022-01-01 19:32:45-05:00.
conversion_action_nameThe resource name of the conversion action created in Google Ads for the conversion. The conversion action must have a type of UPLOAD_CLICKS, and must exist in your Google Ads account.
conversion_valueThe value of the conversion. It must be a double type.
currency_codeThe currency code of the conversion value. Accepted codes are available here
ad_user_data_consentWhether the user has given consent for sending user data to Google for advertising purposes. The accepted values are: UNSPECIFIED, UNKNOWN, GRANTED, DENIED.
The required fields are:
  • caller_id
  • call_start_date_time
  • conversion_date_time
conversion_action_name is required if you didn’t set a fixed conversion action in the configs.

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Custom fields

Besides the pre-defined fields available from Google Ads, you can also send custom fields associated with your conversions. You can map custom variables when syncing conversion events to Google Ads. Please check this article if you need info on setting up custom conversion variables in Google Ads. Once the fields are configured, you can move forward by clicking the ‘Next’ button.

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6. Configure your Google Ads Call Conversions data destination

  1. Describe your destination for easy identification within your organization. You can inform things like what data it brings, to which team it belongs, etc.
  2. To define your Trigger,consider how frequently you need to have the data updated on the destination (every day, once a week, only at specific times, etc.).
  3. Click Done.

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Check your new destination!

  1. Once completed, you’ll receive confirmation that your new destination is set up!
  2. You can view your new destination on the Destinations page. Now, for you to be able to see it on Google Merchant Center, you have to wait for the pipeline to run. You can monitor it on the Destinations page to see its execution and completion. If needed, manually trigger the pipeline by clicking on the refresh icon. Once executed, your data should be seen on Google Merchant Center.
Important: once the destination runs successfully, it can take as little as 10 minutes or up to 24 hours for the upload job to complete. You should check the status directly on Google Ads portal what’s the status of the job.