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Report on calls in Google Analytics 4

Once the Google Analytics integration is sending phone_call events, these reports show which campaigns, pages and channels drive calls. Each one takes a few minutes to set up in the client's Google Analytics 4 property.

Before you begin

  • The integration is connected and phone_call events have arrived. Check under Reports > Realtime after a test call.
  • phone_call is marked as a key event: Admin > Events, then turn on Mark as key event for phone_call.
  • The custom dimensions the reports use are registered. In Admin > Data display > Custom definitions, click Create custom dimension, set Scope to Event, and create one for each event parameter below. Use the parameter name as the dimension name.
    • tracking_type: website calls (dynamic) and static number calls (static)
    • device_category: mobile, tablet or desktop
    • labels_list and the label_<name> parameters you want, such as label_qualified, when AI Call Insights is on

Note

Custom dimensions only fill in for events received after you register them. Register them as soon as the integration is connected.

Calls by source, medium and campaign

  1. Click Reports > Acquisition > Traffic acquisition.
  2. Above the table, change the key events column to phone_call.
  3. Change the primary dimension to Session source / medium, or to Session campaign for campaign names.

Calls from website visits take the visit's source. Calls to static tracking numbers take the source and medium set on the number.

Pages that drive calls

  1. Click Reports > Engagement > Landing page.
  2. Change the key events column to phone_call.

The table lists the pages where call-making visits started. Calls to static tracking numbers have no landing page and appear as (not set).

Calls compared with form fills by channel

  1. Click Explore and start a Free form exploration.
  2. Add the dimensions Session default channel group and Event name, and the metric Event count.
  3. Drag Session default channel group to Rows and Event name to Columns, and add Event count to Values.
  4. Under Filters, add Event name matches regex phone_call|generate_lead. Replace generate_lead with the name of the site's form event.

Qualified calls

Needs AI Call Insights and the label_qualified custom dimension.

  1. Start a Free form exploration.
  2. Add the dimensions Session campaign, label_qualified and Event name, and the metric Event count.
  3. Put Session campaign in Rows and Event count in Values.
  4. Under Filters, add Event name exactly matches phone_call and label_qualified exactly matches true.

Calls by device

  1. Start a Free form exploration.
  2. Add the dimensions device_category and Event name, and the metric Event count.
  3. Put device_category in Rows and Event count in Values, and filter Event name to phone_call.

Use the device_category custom dimension rather than Google Analytics' own Device category, which is unknown for calls that didn't join a website session.

Website calls compared with static number calls

  1. Start a Free form exploration.
  2. Add the dimensions tracking_type and Event name, and the metric Event count.
  3. Put tracking_type in Rows and Event count in Values, and filter Event name to phone_call.

dynamic is calls from website visits and static is calls to static tracking numbers, such as a business number or a print ad.

Pages visited before a call

  1. Click Explore and start a Path exploration.
  2. Click Start over, then choose Ending point and select Event name phone_call.
  3. Expand the steps backwards to see the pages visited before the call.

Only calls that joined a website session have a path.

What's next