Google Ads call details report template. Each call from your ads: when, how long, from where, how it was made, answered or missed.
The call details report lists the phone calls your ads brought: when each came, how long it lasted, where the caller was and whether anyone answered. It opens on the last 30 days against the 30 before, with four key figures and the latest 50 calls.
- Last 30 days vs the 30 before
- 2 cards
- Accounts with call reporting
What is in the call details report template?
Key figures: calls received, phone-through rate, conversions and cost per conversion. Calls received includes every call from an ad or a call asset, with no minimum length. Phone-through rate is those calls divided by the times your number was shown.
Calls: the latest 50 calls, newest first, with all seven columns: length, ended, country code, area code, call source (the ad or your website), call type (the ad's call button or a number dialled) and ad group. Each call is tagged Answered or Missed, with its campaign under it.
Above the table, one line sums the period: calls answered, calls missed, time on the phone and the average call. Three filters narrow it: Calls (All, Answered or Missed), Minimum length (any, 30, 60, 120 or 300 seconds) and Campaign containing.
How do you read a call details report?
Missed calls first
Filter on Missed and read the times. Missed calls that bunch at lunch or after closing are a staffing problem the ads cannot fix. Either cover those hours, or give your call asset its own schedule so the call button only shows when someone can answer. The days and hours template shows when clicks and conversions peak.
Length against your call conversion
Calls received counts every call. A call conversion in Google Ads counts only calls past the length you set, 60 seconds by default. Set Minimum length to 60 seconds and compare the count with all calls. If your real bookings take 40 seconds, the default throws good calls away. If sales calls last five minutes, a 60-second bar counts wrong numbers as wins.
Where callers are
Area codes show where calls come from. Calls from far outside your service area often mean your location targeting also reaches people interested in the area, not only people in it.
What does a call details report show on a made-up account?
Elmstead Dental
A made-up account, for illustration
Elmstead Dental, a made-up practice, took 214 calls from its ads in 30 days: 153 answered and 61 missed. Filtered on Missed, 40 of the 61 came between noon and 2 pm or after 5:30 pm.
With Minimum length at 60 seconds and Answered on, 98 calls remain. Booking an appointment takes the practice about 90 seconds, so the 60-second conversion setting fits. The practice moves a receptionist's lunch break, and schedules its call asset to stop at 5:30 pm.
Which accounts is the call details report template for?
Accounts that take calls from their ads. In Google Ads, call details come from call reporting, which puts a Google forwarding number on your call assets and, if you set it up, on your website. Calls to a number with no forwarding are not recorded, so the table cannot show them.
The table reads up to the latest 50,000 calls of the period; past that, the summary says so. It shows 50 rows by default and up to 100, and downloads as CSV or Excel. To see which part of the ad people tap before they call, open the click types template.
Questions about the call details report template.
Anything else? Ask Oppy in the product, or write to the team.
Why is my call details table empty?
Google Ads keeps call details only for calls it tracked through call reporting and a Google forwarding number. If call reporting is off, or no such call came in the period, there is nothing to list. Forwarding numbers also exist in some countries only.
Why do calls received and call conversions differ?
Calls received counts every call from your ads, however short. A call conversion only counts calls past the length set in Google Ads, 60 seconds by default.
Can I see only the missed calls?
Yes. Pick Missed in the Calls filter. The summary line above the table keeps the totals for answered and missed calls.
Does the report show the caller's phone number?
No. Google Ads gives the country code and the area code of each call, not the full number.
How many calls does the table read?
Up to the latest 50,000 calls of the period. It shows 50 rows by default and up to 100.
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