FlowConsent
How it worksPricingComparisonsBlogDocumentationLog inTry FlowConsent
Try FlowConsent
Advertising

Google Call Conversion Tracking

Marketing

Google Call Conversion Tracking is a Google Ads feature that measures phone calls as conversions. It replaces the phone number on your website with a Google forwarding number through dynamic number insertion, then records details of the resulting calls and links them to the Google Ads click that brought the visitor. Because it relies on Google Ads cookies and sends call and click data to Google in the United States, it is an advertising tracker that requires consent.

Block Google Call Conversion Tracking until consentScan my site
Overview

What does Google Call Conversion Tracking do?

What Google Call Conversion Tracking is

Google Call Conversion Tracking is part of Google Ads. When a visitor arrives from a Google ad, a snippet on your site swaps your displayed phone number for a Google forwarding number, so that a call to that number can be attributed to the ad. Google records call details such as duration and caller area code and reports the call as a conversion in your Google Ads account, which lets advertisers measure phone driven leads.

What data and cookies it processes

The feature works with the Google Ads tag, which reads or sets cookies such as _gcl_aw and _gcl_au that store the Google click identifier, and _gac cookies used for conversion attribution. When a call is placed to the forwarding number, Google processes the caller phone number, call time, duration and the associated ad click. This links a real world phone call to an online advertising identifier.

GDPR and ePrivacy implications

The Google Ads cookies behind call conversion tracking are advertising cookies, so they are not strictly necessary and require prior consent under article 5(3) of the ePrivacy Directive, with consent as the legal basis under GDPR article 6(1)(a). The caller phone number is personal data, and linking it to an advertising click is profiling, so dynamic number insertion and the conversion tag must stay blocked until the visitor accepts advertising cookies.

Data transfers and risk

Google processes call and click data in the United States, so European personal data is transferred to a third country under the EU US Data Privacy Framework and standard contractual clauses, with Google Ireland typically acting as the EU controller. Because the feature combines a phone number with an advertising identifier, document the processing, the retention and the transfer, and inform callers that their call may be measured.

Practical compliance steps

Gate the Google Ads tag and dynamic number insertion behind advertising consent, and use Google Consent Mode so that the tag respects the visitor choice. Confirm with developer tools that no _gcl cookie is set and the number is not swapped before consent, disclose Google Call Conversion Tracking and the United States transfer in your privacy policy, and set a conversion window and retention that match your purpose.

Compliance

Google Call Conversion Tracking and the GDPR

Google Call Conversion Tracking is classified as “Marketing”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.

Legal basis
The Google Ads cookies behind call conversion tracking are advertising cookies, so they are not strictly necessary and require prior consent under ePrivacy art. 5(3) and GDPR art. 6(1)(a). The caller phone number is personal data and linking it to an advertising click is profiling, so legitimate interest is not adequate.
Risk level
high
Applicable regulations
GDPR, ePrivacy Directive 2002/58/EC, TTDSG (Germany), LOPDGDD (Spain), LIL (France), CNIL cookie guidelines 2020

Impact assessment (DPIA)

Linking a caller phone number to a Google Ads click is profiling that involves personal data and a transfer to the United States, which can require a DPIA under GDPR art. 35, especially at scale. Assess the call data collected, the matching to advertising identifiers, the retention, Consent Mode and the transfer mechanism, and document the safeguards.

Sample text for your banner

With your consent, this website uses Google Call Conversion Tracking to measure phone calls that result from our Google ads. It replaces our phone number with a Google forwarding number and sets Google Ads cookies such as _gcl_aw, sending the call details and ad click to Google in the United States under standard contractual clauses. No Google Ads cookie is set and no number is swapped until you accept advertising cookies, and you can change or withdraw your consent at any time.
Cookies and trackers

What Google Call Conversion Tracking sets and contacts

Tracking method
Google Ads call conversion tracking: dynamic number insertion (Google forwarding number) and the Google Ads conversion tag (gtag.js)
Server location
Operated by Google LLC (United States), with Google Ireland Limited typically acting as the EU controller. Call and conversion data are processed by Google in the US.
Data transferred outside the EU
Google processes call and click data in the United States, so European personal data is transferred to a third country under the EU US Data Privacy Framework and the European Commission standard contractual clauses, with Google Ireland usually acting as the EU controller.

Cookies set (3)

NameTypeDurationPurpose
_gcl_awFirst party, set by Google Ads90 daysStores the Google Ads click identifier (GCLID) used to attribute a call conversion to an ad click.
_gcl_auFirst party, set by Google90 daysUsed by Google Ads and the conversion linker to store and read a click identifier for conversion attribution.
_gac_<property-id>First party, persistent90 daysStores Google Ads campaign information used to attribute conversions, including phone call conversions.

Third-party domains contacted (3)

  • googleadservices.com
  • www.google.com
  • googletagmanager.com
Questions

Frequently asked questions about Google Call Conversion Tracking

Can't find your question? Write to us, we answer fast.

Which cookies does Google Call Conversion Tracking set?

It works with the Google Ads tag, which sets or reads advertising cookies such as _gcl_aw and _gcl_au, holding the Google click identifier, and _gac cookies used for conversion attribution. These are advertising cookies, not strictly necessary ones, and they link a call to an ad click.

Do I need consent to use it?

Yes. The Google Ads cookies and the dynamic number insertion are advertising tracking, so they require prior consent under article 5(3) of the ePrivacy Directive. Keep the tag and the number swap blocked until the visitor accepts advertising cookies.

What is the legal basis?

It relies on the visitor consent of GDPR article 6(1)(a) and ePrivacy article 5(3). The caller phone number is personal data and linking it to an advertising identifier is profiling, so legitimate interest is not an adequate basis.

Does it transfer data to the United States?

Yes. Google processes the call and click data in the United States under the EU US Data Privacy Framework and standard contractual clauses, usually with Google Ireland as the EU controller. Disclose this transfer in your privacy policy.

Do I need a DPIA?

Possibly, especially at scale. Linking phone numbers to advertising clicks is profiling with personal data and a US transfer, which can be high risk under GDPR article 35. Assess the call data, the matching, the retention and the transfer.

How do I implement it compliantly?

Block the Google Ads tag and dynamic number insertion until advertising consent, enable Google Consent Mode, verify no _gcl cookie or number swap occurs before consent, disclose the feature and the US transfer, and set an appropriate conversion window and retention.

What are the alternatives?

You can measure calls with a privacy friendly call tracking provider hosted in the EU, or rely on consented first party analytics and manual lead tracking. Server side conversion import can also reduce the data shared at the browser, but the consent requirement remains.

How do I keep my cookie policy up to date?

List Google Call Conversion Tracking, the Google Ads cookies it uses, its purpose and the United States transfer in your cookie policy, and review it when you change your Google Ads conversion setup. Keep the consent categories aligned with how the calls are measured.

Same category

More services: Advertising

See the whole category

Online Succes

Online Succes is a digital marketing technology that helps businesses reach, engage, and convert their target audience online. It provides advanced targeting, campaign management, and performance analytics capabilities. Online Succes enables marketers to deliver personalized experiences across channels, optimize campaign ROI, and gain actionable insights into customer behavior. With automation features and data-driven optimization, Online Succes empowers marketing teams to achieve measurable growth.

Marketing

TikTok Pixel

TikTok Pixel is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. TikTok Pixel provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, TikTok Pixel helps deliver the right message to the right audience at the right time.

Marketing

Snapchat Pixel

Snapchat Pixel is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. Snapchat Pixel provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, Snapchat Pixel helps deliver the right message to the right audience at the right time.

Marketing

Clarivoy

Clarivoy is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. Clarivoy provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, Clarivoy helps deliver the right message to the right audience at the right time.

Marketing

Vidazoo

Vidazoo is a marketing platform that equips businesses with tools to amplify their digital presence and drive customer acquisition. It supports audience segmentation, campaign automation, and cross-channel engagement. Vidazoo provides real-time analytics and reporting dashboards for performance measurement and strategy optimization. By combining data intelligence with marketing execution, Vidazoo helps deliver the right message to the right audience at the right time.

Marketing

Resonate

Resonate is an analytics and measurement platform providing deep insights into digital ecosystem performance. It tracks user interactions, measures campaign effectiveness, and identifies optimization opportunities across web and mobile. Resonate offers customizable dashboards, automated alerts, and data export capabilities. By transforming raw data into actionable intelligence, Resonate empowers organizations to optimize strategy and maximize return on investment.

Marketing

Make your site compliant today.

Free up to 25,000 sessions a month. No credit card, no commitment.

Create my bannerScan my site