Importing call conversions to Google Ads

What data does Google need for an imported call?

Google matches each imported conversion to an ad click using a few fields, described in its conversion upload guide.

Call Bullet fills all of these from the stored visit and call record, so nothing is typed by hand.

What are the ways to import call conversions?

There are three ways to import, from manual to fully automatic.

• Spreadsheet upload — you export calls, add click IDs and upload a CSV in Google Ads. Fine for testing, slow for real use.
• Scheduled file — Google fetches a file from a URL on a schedule. Needs a system that produces the file.
• Google Ads API — your tracker sends each conversion as it qualifies. This is what Call Bullet uses.

Google's offline conversion import help covers the first two in detail.

How do I import call conversions with Call Bullet?

Once connected, imports run with no manual work.

1. Open Integrations → Google Ads in Call Bullet and sign in with the Google account that manages the ad account.
2. Choose the customer account and accept the conversion terms.
3. Let Call Bullet create the import action or select one you already have.
4. Set the count rule, minimum seconds, value mode, default value in pounds and delivery delay.
5. Click the validation check. Call Bullet sends a validate-only upload of your latest ad call, or a synthetic test if there isn't one yet.
6. Switch sending on. Qualifying calls upload after the delay and appear in Google Ads within a few hours.

Each call's drawer shows its upload state: pending, sent, not from an ad, or failed with Google's message, such as an expired click.

How long after the call should I import it?

Import late enough for the call to be labelled, but well inside the conversion window.

Google accepts conversions up to 90 days after the click, depending on the action's window. In practice, a delay of 2 to 24 hours works well. It gives staff time to mark a call as a lead or set its value, while Smart Bidding still gets fresh data. Call Bullet's delivery delay setting controls this.

Avoid waiting weeks. Late conversions still count in reports, but bidding has already made decisions without them.

Why do imported calls get rejected?

Most rejections come from a handful of causes that Google reports clearly.

Auto-tagging must be on in Google Ads, or ad visitors arrive without a GCLID and there is nothing to import. See GCLID call tracking.

How do I avoid double counting imported calls?

Use a unique order ID per call and only one primary action per call route. Call Bullet sends the call's own ID, so if the same call is retried, Google treats it as a duplicate rather than a second conversion.

Then check your other actions. If Google's website call conversion or a tel: click action is still primary, set it to secondary. The phone call conversions guide explains primary and secondary actions.

What value should I import with each call?

Import a value that reflects what a call is typically worth. A Glasgow 0141 boiler installer who wins one in four qualified calls at an average of £2,400 might value each qualified call at about £600.

Call Bullet can send a fixed default value for every qualifying call, or a value set on the call so a big job weighs more. For the full method, see offline conversion import for calls.

How should I check imports are healthy each week?

A five-minute weekly check catches almost every problem before it affects bidding.

1. In Call Bullet, filter calls to Google Ads for the past seven days and note how many qualified.
2. Open a few call drawers and confirm their upload status says sent.
3. Look for any failed uploads and read Google's message in the drawer.
4. In Google Ads, add the import action as a column for the same week and compare totals.
5. Check the conversion action is still primary and enabled.
6. If a new landing page went live, confirm the swap script is on it.

If Google's total is much lower than Call Bullet's qualified count, the usual causes are a disconnected account, auto-tagging switched off or a redirect stripping the click ID. If it is much higher, another primary call action is still counting the same calls.

What does a good import setup look like for a small business?

A Sheffield 0114 electrician spending £600 a month might count answered calls over 45 seconds from new callers, with a £120 default value and a four-hour delay. That is enough for Google to learn from real enquiries without any daily admin. As call volume grows, they can switch to labelled leads only and set a value on larger jobs, such as a full rewire. The figures are illustrative, but the setup takes minutes and needs no spreadsheets or developer time at all.

Frequently asked questions