Google Ads Now Counts Calls from Location Extensions as Conversions

The Google Ads service has updated reporting for SMS and calls: now calls made from location extensions can be counted as conversions, but only if you have account-level call reporting enabled.

60+ seconds long calls are treated a standard length, but it’s possible to change it anytime if your company has special goals. Tracking the duration is used to indicate ads and campaigns that perform better, generate more calls, and strengthen your relations with buyers.

Besides, call and SMS reporting now appears in the main extensions tab in Google Ads. This way, you can quickly find out how effective some of your ads are, and understand how you can apply the new metrics (for example, phone-through rate and chat rate) to boost your ad performance.