Google Ads Call Details Reporting Doesn't Provide Cost, Where else can I get it?

[dotgal]

I've noticed that Google Ads call details reporting grays out a lot of fields that can be pulled into the report. For instance, having cost measurements such as spend and cpc would be great in order to determine the ROI on a call. Additionally, the keyword field is available but the actual search term field is not available to report on. Is Google intentionally leaving this out due to privacy policy regulations? Or there is another reason? Would using other call tracking systems such as CallRails be able to tie in cost measurements to a phone call?

 

[Angela]

Yes, Google Ads does grey out many performance metrics when looking at call details reporting. This could be due to the fact that costs happen at the click level - but that is just my assumption as Google doesn't provide an explanation for this.
As a way to figure out how your Calls are performing relative to spending in Google Ads, there are a few approaches you can take:

• Look at how much was spent and how many Calls took place. You can do this at the campaign level, or ad group level. Then calculate Cost/Call Conversions. This will give you the average Cost/Call.
• If only certain call actions are high value or lead to a sale, then use those call numbers for the calculations.
• Call Rail unfortunately does not tie in cost metrics to the phone call. But you can take the call numbers from Call Rail if they are more accurate and your source of truth for calls that lead to a sale, and then take your Spend in Google Ads, then apply the formulas mentioned above to get the average Cost/Call.