GUIDE: How to set up Google AdWords Call Conversion Tracking

GUIDE: How to set up Google AdWords Call Conversion Tracking
Google AdWords


Every business using Google AdWords that has a telephone number should be using Google AdWords call tracking. By installing this relatively simply code, we can track which ads / keywords / campaigns resulted in telephone calls and if those telephone calls resulted in a conversion (based on call duration).


How does AdWords call tracking work?

When a user arrives on your website after clicking on one of your adverts, a unique telephone number is dynamically assigned to that visitor – in other words, the telephone number on your website changes to become exclusive to that visitor. When they call the number, it diverts to your regular telephone number. This allows us to then attribute the telephone calls you receive to the ads and keywords that generated them.
As a PPC Management agency, we’ll take care of the AdWords side of things and provide you the base code, but you’ll need your web developer to add the call tracking code. If  however, you’re setting this up yourself you can get your tracking code by logging into AdWords and going to: Tools > Conversions > NEW Conversion (red button) > Select “Calls to a Google forwarding number on your website” and follow the simple instructions from there. You can also learn more by visiting the AdWords help center here.


Let’s get started.

Your call tracking code consists of two parts, the first part will look similar to this (Get your personalised code from your own AdWords account. Do not use this one, It won’t work!)



Paste this code between your <head> and </head> tags on all pages with a phone number.

<script type=”text/javascript”>
(function(a,e,c,f,g,b,d){var h={ak:”952924683″,cl:”ni8FCIKLl1kQi_SxxgM”};a[c]=a[c]||function(){(a[c].q=a[c].q||[]).push(arguments)};a[f]||(a[f]=h.ak);b=e.createElement(g);b.async=1;b.src=”//”;d=e.getElementsByTagName(g)[0];d.parentNode.insertBefore(b,d);a._googWcmGet=function(b,d,e){a[c](2,b,h,d,null,new Date,e)}})(window,document,”_googWcmImpl”,”_googWcmAk”,”script”);


Step 2

We now need to call the number using the onload-attribute of the body-tag, just like this:

<body onload=”_googWcmGet(‘number’, ‘01754-765628’)”>

This now replaces all spans with class “number” with the Google AdWords tracking number.


Step 3

Everywhere your number appears it should be defined as follows:

<span class=”number”>01754-765628</span>


That’s it! There are other ways to achieve the same outcome (for example using Google Tag Manager) but this is the most common implementation of Google AdWords Call Tracking.