Overview
Smart Ads supports two distinct methods for tracking phone calls generated by your campaigns. Understanding which method fits your workflow is the first step to a successful call campaign setup.
- Google Ads Native Call Tracking: Google assigns a forwarding number to your ad. Calls are automatically tracked as conversions inside Google Ads.
- Custom Phone Number: You provide a specific phone number — such as one tied to a third-party call tracking platform or a dedicated business line — and use that number directly in your campaign.
This article explains both scenarios so you can choose the right setup for your call campaign.
Option 1: Google Ads Native Call Tracking
Use this option when you want Google to handle call measurement automatically without a third-party service.
When setting up your Smart Ads call campaign, select the option to use Google's native call tracking. With this approach, you enter your business phone number and Google displays a Google forwarding number to callers, routing calls to your number behind the scenes. Google Ads then reports call conversions automatically once your campaign is live.
Key point: With native tracking, you do not need to insert any code or configure an external platform. Google manages the forwarding number and attributes conversions directly in your Google Ads account linked to Smart Ads.
If you are unsure which call tracking option to select during campaign setup, or if a specific setting does not appear as expected in the Smart Ads interface, have your campaign name and a description of what you are trying to configure ready before reaching out for guidance.
Option 2: Using a Custom or Designated Phone Number
Use this option when you have a specific phone number you want to feature in your ad — for example, a number from a call tracking platform like CallRail, a vanity number, or a dedicated business line that you manage independently.
When setting up your Smart Ads call campaign, choose the option to enter a custom phone number and provide your number exactly as you want it to appear to callers. Because Smart Ads passes this number directly to Google Ads, call data will not be tracked natively by Google. Instead, your third-party platform or business phone system is responsible for recording and reporting call activity.
Key point: If you use a custom number, make sure your external call tracking system is active and correctly configured before your campaign goes live, so that no call data is lost.
If you encounter difficulty entering or saving your custom phone number during campaign setup, or if the number does not appear correctly in your campaign, have your campaign name and the phone number you are trying to use ready before reaching out for support.
Choosing the Right Option for Your Campaign
If call attribution within Google Ads is your primary goal, Option 1 (Google Ads native call tracking) is the simpler choice. If you need calls routed through a specific number for independent tracking, reporting, or branding purposes, Option 2 (custom phone number) gives you that control — just ensure your external system is set up before launch.
If you need further assistance, open the chat widget in the bottom-right corner of the platform and type human teammate to be connected with a member of our team.