Find out why calls from your Google Ads stopped

1. 1Click the Campaigns icon, open the Campaigns drop-down and click Campaigns. Click the Columns icon, choose Call Details, tick Phone Impr. and Phone calls, and click Apply.
2. 2Note Impr., Phone Impr., Phone calls and Conversions for the quiet days, then for the same number of days just before.
3. 3If Impr. fell, the ads showed less or stopped. Look at the campaign's status, budget, bids and targeting before the phone.
4. 4If Impr. held and Phone Impr. fell, the ads showed without the number, or call reporting was turned off. The call button how-to below covers why, including Performance Max moving off Search.
5. 5If Phone Impr. held and Phone calls fell, fewer people dialed the number they saw. Look for what changed in the ad on those days.
6. 6If Phone calls held but your own log fell, Google still receives the calls and they are not reaching your line. Test the number (third part).
7. 7If only Conversions fell, either the counting changed or the calls got shorter. Segment Conversions by conversion action to see whether the call action fell, confirm Calls from ads is still active and primary, and compare its call length with the durations in the call details report: shorter calls count as phone calls, not conversions.

Google files a call conversion on the day of the ad click, not the call, so leave out the last day or two.

1. 1Click Change history in the Campaigns menu and set the dates to a few days either side of the drop.
2. 2Look for edits to call assets, conversion actions, budgets, bids, locations and ad schedules. The User column shows who made each one.
3. 3Match the edit to the column. A new number in a call asset fits Phone calls holding while your log falls, or Phone Impr. falling if the number was disapproved. A budget, bid or location change fits Impr. or Phone Impr. falling.
4. 4If you undo an edit and calls stay down for several days, that edit is unlikely to be the cause. Go back to the columns.

Google says change history may not list every account-level setting change. Read Call reporting under Admin, then Account settings, directly: with it off, Google Ads stops tracking Calls from ads as conversions.

1. 1From a second phone, call the number in your call asset and make sure it rings the line that answers.
2. 2Open the call details: click the Campaigns icon, open Insights and reports, click Report editor, and under Ads and assets click Call details.
3. 3Match it against your log by start time and duration. Calls Google logged that your log lacks point at where the forwarding sends them. A run of missed calls means calls reached your line but were not answered, so check who picks up and when.
4. 4If your site uses Google's website call tracking, click your ad (you are charged for the click), check the site shows a Google forwarding number, and call it. Delete the gwcc cookie before a repeat test.
5. 5Before a new number goes into an ad, call it yourself first.