Google forwarding number
A Google forwarding number is a unique phone number from Google that allows you to track the calls generated by your ads. It can be used by turning on call reporting in your account settings.
The Google forwarding number acts as an intermediary, routing calls to your actual business phone number while enabling detailed call reporting.
On this page
- How it works
- About phone numbers
- Countries where Google forwarding numbers are available
- Where forwarding numbers don’t work
- Frequently asked questions
How it works
👁 An animation displaying Google Forwarding Number on mobile.
The Google forwarding number starts working when you turn on the call reporting in your account settings:
- Display: A Google forwarding number is displayed in your call assets or your website (for call conversion tracking) instead of your business number.
- Tracking: When a user calls the Google forwarding number, Google Ads tracks details about the call like time, duration, campaign, and ad group.
- Routing: Google Ads automatically routes the call to your actual business phone number.
- Reporting: You can view detailed reports on calls generated by your ads in your Google Ads account.
About phone numbers
Whenever possible, Google forwarding numbers will share the same area code or prefix number as your business. Otherwise, a local number area code or prefix for your geographic region will be used instead. In some cases, a local Google forwarding number may not be available. When this happens, your ad will show a toll-free Google forwarding number instead. Google forwarding numbers are either toll-free, equivalent to a local number, or a local number.
Countries where Google forwarding numbers are available
Google forwarding numbers are currently available in the following countries:
*Toll-free number equivalent to a local number
**On some calls, Caller ID shows a Google number, not the user's number
‡In Japan, your service provider is Google Connect Asia Pacific Pte. Ltd.
Where forwarding numbers don’t work
Call tracking using Google forwarding numbers doesn’t work in the following scenarios:
- Display network: Call assets targeting the Display Network don’t support Google forwarding numbers or tracking calls as conversions.
- Outside of Google ads: Google forwarding numbers shouldn’t be copied and promoted outside of Google Ads. These numbers are a property of Google and can change or be reassigned at any time.
- Early media phone tree systems: Early media is incompatible with Google Ads call tracking and may result in missed calls being reported.
Frequently asked questions
On mobile traffic, your business phone number will appear in the ad. After clicking on the ad, users will be able to view the Google forwarding number in their dialer.
- Go to Account settings within the Admin menu 👁 Admin Icon
. - Select Off.
- Select Save.
If you’re experiencing issues such as calls being routed incorrectly (for example, to the wrong business, “voicemail full” errors, or calls not connecting), try turning off call reporting temporarily to check if this resolves the problem. If the issue persists after following the steps above, reach out to our support team.
For sponsored map listings showing incorrect numbers, check for conflicting settings between ad assets and your linked Google Business Profile. Consider removing any “ad phone number” from the Business Profile if it conflicts. If Google Forwarding Numbers aren’t available in your country, ensure “Call reporting” is disabled to use call assets.