What counts as a phone call, and who decided

The duration decides what counts as a real call. At 60 seconds, a wrong number that takes a minute to sort out is a lead. At 180, it is not. Neither is correct for every business, and that is the point: the account should hold one answer, chosen on purpose.

With two, reports mix calls counted on different rules, and the cost per call depends on which action someone happens to look at.

The check reads every call lead action with its call length setting, keeping those with a length above zero.

Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.

When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.

1. In Google Ads, open Goals, then Conversions, then Summary.
2. Open each phone call action: calls from ads, calls from the website, clicks on the number.
3. Look at Call length: the number of seconds before a call counts.
4. Note any difference between actions, and which ones are primary.

Decide how long a call has to last to be a real enquiry for your business, using what your team hears on the phone. Two to three minutes is common for services that quote on the call.

Set the same length on every call action, and note the day, since the count may change from then on.

• Call asset

The checks next to this one in Conversion tracking, each with its own page.

• Too little has happened here to judge performance
• What happens after the lead, told back to Google
• The same result counted by more than one action
• The page cannot produce the conversion being optimised for
• Sales recorded with no amount
• Nothing recorded between arriving and buying