Google Ads – Reporting Call Conversions In Google Ads Platform

Creating Custom Columns for reporting Call Conversions in Google Ads

 

Step 1

We will be creating 3 custom columns:

1. Calls – Total number of calls you’ll receive through Google Ads

2. Cost/Call – Average cost you spend to get receive call

3. Call % – Conversion Rate (Volume of Calls ÷ Clicks)

 

Log into Google Ads and make sure you are in the Campaigns tab on the Campaigns page. Then click on the Columns drop down list and select Modify columns…

 

 

Step 2

From the Modify columns for campaigns list click on Custom columns

 

Step 3

Select New Column

 

Step 4

In the pop-up window that opens, name the column Calls and in the Metric drop down list select Conversions.

 

Step 5

Scroll down and select Conversions again

 

Step 6

A blue ‘conversion’ graphic should appear, along with a menu box to the right. Click the arrow to the Right of Conversions. Then click the arrow to the right of Conversion action. Then check the Call Tracking check box.

 

Step 7

The blue ‘conversion’ graphic will have updated to become ‘Conversions: Call Tracking‘. Next, select Save to create a new custom column.

 

Step 8

Click on the + New Column button to add a new Cost/Call new column.

 

Step 9

In the pop-up window that opens, name the column Cost/Call and in the Metric drop down list select Conversions.

 

Step 10

Scroll down and select ‘Cost / Conv.’

 

Step 11

A blue ‘Cost/ conv.’ graphic should appear, along with a menu box to the right. Click the arrow to the Right of Conversions. Then click the arrow to the right of Conversion action. Then check the Call Tracking check box.

 

 Step 12

The blue ‘Cost / conv.‘ graphic will have updated to become ‘Cost / conv.: Call Tracking‘. Next, select Save to create a new custom column.

 

Step 13

Add one final column by clicking on the + Column button to create a Cost % column.

 

Step 14

In the pop-up window that opens, name the column Cost % and in the Metric drop down list select Conversions.

 

Step 15

Scroll down and select ‘Conv. rate’. 

 

Step 16

A blue ‘Conv. rate‘ graphic should appear along with a menu box to the right. Click the arrow to the Right of Conversions. Then click the arrow to the right of Conversion action. Then check the Call Tracking check box.

 

Step 17

The blue ‘Conv. rate‘ graphic will have updated to become ‘Conv. rate: Call Tracking‘. Next, select Save to complete your set-up.

 

Step 18

You should now see your 3 new custom columns in the custom columns section. Select the column you want to display to reveal these metrics in your data sheets.