By: Jyll Saskin Gales, Google Ads Coach

You're tracking phone call conversions in Google Ads, and it's showing you're getting a ton of calls. But your phone isn't ringing. What gives?

This frustrating scenario is more common than you might think, and there are a few potential culprits. In this post, I'll share the most likely reasons why your Google Ads phone call conversions don't match your actual call volume and offer solutions to get your tracking back on track.

1. Are You Tracking the Right Thing?

First things first, double-check that you're actually tracking phone call conversions. It might sound obvious, but it's surprising how often the culprit is simple a conversion tracking snafu.

Here's how to verify your conversion settings:

• Segment by Conversion Action: In your Google Ads campaign view, click on "Segment" and then "Conversions," followed by "Conversion Action." This will show you exactly what type of conversions are being tracked in your campaigns.
• Add the "All Conversions" Column: This column will show you all conversions captured by your account, even if they're not the primary conversions you're optimizing for in your campaigns. Compare this to the "Conversions" column to see if there are any discrepancies.

2. The Click-to-Call Conundrum

Google Ads can track clicks on call assets (extensions) and call ads as conversions. However, this doesn't necessarily mean the person actually made a call. It just means they clicked the button, which triggers the phone app on their device with your number pre-filled.

It's possible that people are clicking the button but then deciding not to call. While this is unlikely to account for a large discrepancy, it's worth considering.

3. Phone Number Issues

If you're using a Google forwarding number, there could be an issue with the number itself. Double-check that it's working correctly and that calls are being routed to the right place.

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