How to Set Up Call Tracking on Google Ads Using Ringba

In this article, I will delve into the intricate features and subtle complexities of Ringba, a powerful call-tracking solution. Additionally, I’ll guide you through setting up basic call tracking and demonstrate how to import conversions into your Google Ads account. This setup is crucial for businesses seeking to optimize their marketing strategies and gain valuable insights into customer interactions.

Ringba is an inbound call tracking and analytics platform designed for marketers, brands, and pay-per-call campaigns. It’s a feature-rich service offering extensive customization options for telephony and call-tracking features. 

While it may not be the simplest service to manage, mastering its use can provide a significant advantage in handling calls. 

Ringba service allows you to set up call tracking by dynamic call tracking (numbers that are switched on the site) and by static call tracking (a dedicated number that you can use in the Google call extensions).

The way of setting up call tracking in Ringba is not the most universal, so I will describe step by step how to set it up and what entities are responsible for what. In a few words, in Ringba you need to prepare the necessary entities in the relevant sections, and then combine all these settings in an entity such as a Campaign.

To set up call tracking with Ringba, you need to:

1. Create a number pool:

For the swapping, you also need to place a JS tag on your site. Finding the tag to place can only be done in the step of creating a Ringba campaign. So you will read about it below.

2. Create static numbers (if you want to use individual numbers in call-only ads on Google Ads, for example):

3. Set up the target. This is the setting that determines where calls will be forwarded. You can forward calls to a phone number or SIP.

4. Bringing all the elements together within the Campaign:

This is essentially a final setting within which you specify which number pools, numbers you want to use, and where these calls will be forwarded. You can also control several other important settings within the campaign. Before you move on to setting up your campaign, you also need to create an integration with Google Ads account. More on that in the next section.

Ringba can send call data as conversions to Google Ads. The integration is quite easy to set up. You just need to create an integration in the Integrations section, select Google Ads from the list of platforms, and link your Google Ads account.

Next, you need to associate the integration with the desired campaign. And in the campaign settings, select the integration. Read about it below.

You can also build detailed call reports in the Google Ads interface. To do this, check out our article on how to track phone calls in Google Ads.

What are the sections in the campaign settings, and what are they for?

The publisher is the party that provides the advertising services, calls, or traffic to a campaign. If you have created all the necessary elements of call tracking in the previous steps, then you are the publisher.

In this section, attach the static phone numbers you created earlier.

This is where you attach the number pool you created earlier. It is also at this step that you can find the js tag that you need to place on the site to swap the number.

In the Campaign Settings, under Platform Integration, select Add Integration. 

Select Number if you want to send calls to a static number as conversions. Or select JS Tag if you want to send calls to a dynamic number pool as conversions. 

Next, you will need to select a specific static number or number pool. 

• Choose if you want to create a new conversion in Google Ads or if you want to pass data to an existing conversion.
• When you want to create a new conversion, give it a name. When you want to create a new conversion set, Ringba prefixes the name with RB- to indicate the conversion set was created by them.
• Choose the Event when you want to upload the conversion, it can be either “Conversion” or “Payout”.
• You can also choose to override the upload delay in minutes. For conversions coming from a call-only ad, Google accepts and can process the conversion only after 4-5 hours. The conversions coming from a click ad are processed by Google after 24 hours after the user has clicked the ad.
• Click “Add” and the URL Parameters “gclid” and “kw” will be created automatically in the Ringba campaign.

Finally add a target to the campaign, the destination where the call will be redirected from static and dynamic phone numbers.

You can learn more about the details of other setup items in the service’s instructions.

Here are some more advanced features of Ringba:

• You can build Call Flows.

Call Flows has been built from the ground up to provide you with all the tools you need to take full advantage of the rules-based call routing engine using an intuitive drag-and-drop interface.

• You can build Ring Trees.

Ring Tree technology is for companies selling calls, and most call sellers use Ringba than any other inbound call tracking software on the market for this feature.

• You can build complex call-forwarding scenarios with conditions.

For example, depending on the zip from which the customer is calling, you can forward the call to different numbers.

• You can use custom IVRs.

An IVR or “Interactive-Voice-Response” is an automated system for qualifying callers with prompts and routing them to a destination based on their responses.

Since Ringba is great for affiliate marketing, it also has great functionality for call payout tracking. Find all the details of these settings in the Ringba manual.

But it’s also important to note that call payout will be passed as a value in Google Ads conversions when you set up the integration. This means that by receiving call values in your Google Ads account, you get the opportunity to work with value-based strategies and the potential to train campaigns on the most valuable and profitable calls.

In this article, we’ve explored the capabilities of Ringba, a powerful tool for call tracking and management. We introduced you to Ringba and highlighted its unique features and benefits in the realm of call tracking.

By harnessing the power of Ringba, you’re now poised to gain deeper insights into your call traffic, optimize your campaigns for better performance, and ultimately drive more value from your advertising efforts.

You can also achieve your business goals faster with our expert Google Ads services.

Check out other valuable articles and guides in our library.