Setting up phone click tracking in Google Ads for MRPL

For the MRPL Towing website, a click tracking system for the phone number was set up in Google Ads.

Before the setup, the ads could bring people to the site, but it was difficult to understand what happened next: whether a person simply opened the page or actually clicked the call button. For a local business, where the main contact is through the phone, this is critical. Without such analytics, the owner sees clicks and expenses but does not see the main step of the customer — the attempt to contact the company.

I added a Google tag to the site, created a separate conversion action in Google Ads, and connected the event to all phone buttons and links. Now, when clicking the number on the site, Google Ads receives a separate signal: MRPL Website Phone Click.

This helps to separate regular site visits from the more valuable action — clicking on the phone. Advertising statistics become clearer: you can see which ad clicks lead to real interest, which ads and queries generate inquiries, and where the budget performs better.

The normal operation of the call buttons was also preserved. If a user clicks the number, the site sends an event to Google Ads and continues to open the call via the tel link. For stability, a fallback was added so that the phone transition would work even with a delay in response from Google.

Result: the MRPL Towing website now transmits click data on the phone to Google Ads. The owner receives a more accurate picture of advertising traffic: who simply visited the site and who took the next step towards making an inquiry.

What was done:

• a basic Google tag was added to the site;
• the MRPL Website Phone Click conversion was created;
• the phone click event was connected;
• data transmission to Google Ads was configured;
• functionality was checked through DevTools and Tag Assistant;
• it was confirmed that the action-conversion sends data to Google Ads.

Result:

Google Ads now records phone clicks on the MRPL Towing website. This provides more honest analytics for advertising and helps evaluate not only site visits but also the real actions of potential customers.

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