A complete guide to Google Analytics 4 Call Tracking [video tutorial]

Google Analytics 4 call tracking

If you were used to seeing phone leads tracked in Google Analytics Universal, Google Analytics 4 call tracking may seem daunting at first.

I’ve heard from a lot of marketers and business owners that even though they’ve made the switch to GA4, they still struggle to understand if the data they are seeing matches the ones they were used to viewing in reports in Universal Analytics.

In this article I will go through a step by step tutorial on how to properly set up Google Analytics 4 call tracking and answer the TOP 10 questions on where to find calls and call data, similar to the reports you where used to seeing in Universal Google Analytics.

Looking for the video version?
See below a detailed video tutorial on how to setup Google Analytics 4 Call Tracking

Viewing call data in Google Analytics 4

Getting Started

Before you begin you need to have an active GA4 Property setup and have the gtag installed on your website.

Additionally you will need to find your GA4 measurement ID (I will show you how in the next section) and created your GA4 API secret (covered in the next section).

Integrating call tracking with GA4

The first step is to integrate your call tracking software with Google Analytics 4. Below we show you how to integrate your Nimbata account to activate Google Analytics 4 call tracking.
Choose the brand you wish to connect to GA4 and from the menu on the left navigate to Integrations -> Google Analytics -> GA4.

  1. Select the trigger type. We suggest “After every call” so all calls are sent to GA4 as events
  2. (optional) Flip the switch to “Tag new callers separately”. This will distinguish first time callers from repeat callers, by sending one event for each (depending on the case).
  3. Copy and paste your GA4 API Key.
  4. Copy and paste your Measurement ID.
Nimbata - Google Analytics 4 integration

NOTE: If you need help locating your GA4 API key and Measurement ID check out this step by step video.

Sending Call Events to GA4

Once you’ve integrated your call tracking software to Google Analytics 4, you’ll need to place a test call so that the first event fires to your GA4 account via the API. This is essential to continue the setup process as the configuration described in the steps below is dependent on the event being received through the integration.

IMPORTANT NOTE: Events may take up to 24 hours to show in GA4

To be able to view call information in GA4 you need to setup custom dimensions and / or custom metrics. When you create a custom dimension or metric GA4 populates this with whatever value it collects from the corresponding event parameter or user property.

Creating custom dimensions and metrics allows you to easily access and use your event properties and user properties. For example, without creating a custom dimension for your Tracking Number Name  event parameter, you won’t be able to see the tracking number name in GA4 reports or use it in audiences.

Custom Dimensions & Metrics

By default Nimbata will send the following parameters with the event in GA4 (if available):

  • page_location
  • source
  • medium
  • campaign
  • gclid
  • dclid
  • device
  • country
  • ua
  • session_id
  • engagement_time_msec

We recommend you setup custom definitions for each of the above. Here’s how:

  1. Click Admin, and navigate to the property to which you want to add custom dimensions.
  2. In the PROPERTY column, click Custom Definitions > Custom Dimensions.
  3. Click Create Custom Dimensions
  4. Add a Name.
  5. Select the Scope and set it to Event.
  6. Click Save.
GA4 custom dimension

NOTE: Repeat this process for every parameter you wish to add as a Dimension.

Nimbata also allows you to pass additional event parameters through the app:

  • Unique Call ID
  • Start Time
  • Tracking Number
  • Tracking Number Friendly Name
  • Destination Number
  • Destination Number Friendly Name
  • Configured Tracking Source
  • Call Duration
  • Talk Duration
  • Call Outcome
  • Call Disposition
  • Call Frequency
  • Brand Name
  • Digits Pressed by Caller
  • Digits Pressed by Destination
  • Tags
  • Value
  • Trigger Name

To pass these additional events as event parameters, simply select them from the list, give them a name and then in GA4 create the custom dimension for each, as outlined above.

Nimbata event parameters

We also recommend you create the following custom metrics:

  • Value
  • Start Time
  • engagement_time_msec
Google Analytics 4 New custom metric

Mark Events as Conversions

By marking events as conversions, you can see call events as conversions in Acquisition, Engagement, and Advertising reports. 

Follow the steps below to mark an event as a conversion in Google Analytics 4.  

  1. Click on Admin
  2. Click on Events
  3. Find the call events and flip the switch to ON
Google Analytics 4 - mark events as conversions

FAQ – Top 10 Questions and answers


Setting up Google Analytics 4 call tracking shouldn’t be hard. The steps outlined above should take you less than 10 minutes to complete, so there is no excuse to keep putting this task off.

We understand that there may be a lot of questions you still have about how to setup Google Analytics 4 call tracking, but this is why we are here 🙂

Myself and our call tracking specialists are always available to jump on a call and discuss about how you handle offline conversion tracking as part of your digital marketing strategy.

So, have you setup Google Analytics 4 call tracking?
I’d love to hear your thoughts in the comments!

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