Google AdWords gives you the power to reach new and existing customers to your business each time they browse the web. As one of the top advertising tools used by marketers, Google AdWords appeases marketing budgets of all sizes and works for any business looking to track ad spend and ROI.

To pack an extra punch behind your AdWords campaign, CallRail’s call tracking platform provides the analytics you need to determine how your ads drive calls to your business. Using CallRail’s Google Adwords call tracking integration alongside your AdWords campaigns enables you to see detailed information about the ad a caller saw before picking up the phone. If you’re using keyword level tracking, we’ll push additional call data to AdWords so you can see exactly which ads convert the most customers.

Optimizing AdWords for call tracking insight takes only a few steps. Use this guide in conjunction with keyword level tracking in your CallRail account to get up and running with the data you need to make smart marketing decisions.

Turn on auto-tagging in AdWords

Auto-tagging is a Google AdWords feature that allows you to track your ad campaigns. When you turn on auto-tagging in AdWords, Google records a unique ID for each web visitor’s ad click so you can track your conversions. This unique ID is called the Google Click ID, or “gclid.”

Learn how to turn on auto-tagging for AdWords with Google’s instructions.

In order to see your calls report as conversions in AdWords, you’ll want to ensure this feature is enabled for your AdWords account. Once auto-tagging is on, CallRail will record the Google Click ID and tie it to a caller’s web session and visitor timeline. This allows us to associate a phone call with the campaign that converted the customer as soon as the call ends so you can see your conversions in AdWords.

Use ValueTrack parameters to harness additional analytics

ValueTrack parameters allow specific information about your ad clicks to appear in AdWords and your third-party reporting tools like CallRail. Depending upon the parameters you add to your tracking templates, you’ll see details about your website and ad visitors, including the keywords they used to find you, and even the device they used to access your ad.

To help you optimize AdWords for call tracking insight, we’ve come up with the essential call tracking URL formula to optimize the data you’ll receive about your callers:


You can copy and paste this formula right to your tracking templates in AdWords. Once these parameters have been added to your tracking template, you’ll be able to see the following information in CallRail:

  • The keywords the caller used to find your ad, and how closely they aligned with the keywords you’re bidding on in AdWords
  • The Google network that served the ad
  • The ad’s position when it was clicked
  • The device the caller used when they clicked on your ad


When a visitor calls your business following an online search, we’ll automatically parse out this information and present it to you in an easy-to-read format on your call details page as illustrated above. You can include any ValueTrack parameter that’s best for your campaign – we’ll include those in your call details page as well.

Don’t miss your most valuable data

AdWords gives you the opportunity and flexibility to track specific details about your campaigns, so why not take advantage of the data you’re paying for?  Using CallRail’s call tracking to optimize AdWords campaigns not only allows you to automate your process to determine ROI, it also shows you where you should invest further to keep your business growing. By combining the power of call analytics with your ad campaigns, you’ll never second-guess your next move.

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