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Conversions from a phone number on the website – how to measure them?

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After finding a company with an interesting offer, customers often search the website for a phone number. Telephone contact is convenient, and it allows you to get information immediately and form opinions about a given company. Of course, telephone contact is also a conversion that we should measure. However, the main obstacle is distinguishing which user has contacted the company and which has only seen a phone number? 

A procedure that many companies use is placing a phone on almost every subpage of their website. Unfortunately, checking which subpage the connection comes from can be problematic. The solution is to use conversion tracking from a phone number. This way, we can find out which of the subpages generate the most conversions.

Google phone number

This is the most effective way to measure conversions from a phone number. After the code is set up, the system automatically changes the phone numbers on the website after entering Google Ads ads. When a user visits your site from another source, they will see an authentic phone number. Then most of the numbers after the change look like this: 800-XXX-XXX, but Google systematically tries to change these numbers to make them look more local, e.g., 22 XXX-XX-XX. Redirection from the Google number is automatic, and the signal is the same as for a regular call.

What are the advantages of such a solution?
  • Precise conversion counting
  • This is a solution recommended by Google
  • We have the option to set the conversion after a certain connection time (e.g. after 60 seconds), which makes measuring it more effective
What are the disadvantages?
  • The number displayed on the website is different than the real one, which may be confusing for some users. It can also be configured to replace a real phone number
  • The number is not constant and is subject to cyclical changes

You will need Google Tag Manager configured to measure conversions. It is important that you set the right goal in Google Analytics after it is set up and then sent to Google Ads. This will allow you to count conversions from the displayed phone number.


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