Call Conversions Import Builder for Google Ads

How to import Google Ads call conversions

Google Ads call conversions from an import let you count the calls that actually turned into a sale or a booking, not just every call that lasted a minute. You upload a file with the caller's number and the call's start time, and Google matches it to the call from your ad. This tool builds that file in the format of Google's Import phone call conversions template from the call log you already have.

1. Export your calls. From your call tracking tool, phone system or CRM, export the calls that converted, with the caller's number and the call start time. Add the sale value if you have it.
2. Load the file. Drop it in, or paste rows from a spreadsheet. Click Try sample data to see a call log with common mistakes.
3. Check the matched columns. Headers like Caller Number, Call Start Time and Sale Amount are recognized. If the date and the time are in separate columns, map both.
4. Set the options. Type the conversion action's name, the country for local numbers and the time zone of your call times.
5. Download. The import file has Google's eight columns. Rows Google would reject are listed separately with the reason, and files over 25,000 rows are split for you.

What the builder fixes

• Caller numbers like (650) 555-1234 or 0044 20… become +16505551234 style E.164. Numbers Excel cut short, like 6.50555E+09, are flagged.
• Times get the time zone offset Google needs, plus the Parameters:TimeZone row.
• Values lose currency symbols and thousands separators; negative values are flagged.
• Consent words like yes, no or true become Granted or Denied.
• Duplicates are dropped, because imported conversions can't be removed later.

Upload call conversions in Google Ads

1. Create the conversion action once. Go to Goals › Summary, click + Create conversion action, choose Conversions from phone calls and the option to track calls through imports. Then wait at least 4 hours.
2. Open uploads. Go to Goals › Conversions › Uploads and click the plus button.
3. Add the file. Choose the source, select the CSV and click Preview to see problems before they count.
4. Apply. Click Apply file. Imported call conversions can't be removed, so read the preview first.

Google is moving offline imports toward Data Manager, but its call import help page still documents this file upload. Google keeps the uploaded debugging data, including phone numbers, for 90 days to help fix errors.

Call conversion import errors and fixes

The phone number isn't in a supported format

Google couldn't read the caller's number. Common causes are missing digits, an extension, or a local number without the country code for a caller from abroad. The builder writes every valid number in E.164 and lists the ones it can't fix.

The click and conversion need to be within the conversion window

The call happened too long ago for your conversion action. The maximum window is 90 days, and you can change the window on the conversion action itself. Upload calls every week so none fall outside it.

Calls that don't match

Only calls through a Google forwarding number can be matched. If the customer dialed the number from your website without call tracking, or saw it on a sign, the row won't count.

Wrong call start time

Google matches on the start time in the right time zone. A call log in UTC uploaded as New York time is hours off. Set the time zone option to match your export.

Calls in Japan and India

Call conversion import isn't supported in Japan, and only part of the calls in India can be imported.

Upload right after creating the action fails

A new call import conversion action needs about 4 hours before Google accepts uploads for it. Wait and try again.