Filtering Legitimate Leads with Google Analytics Call Tracking: A How-To Guide

google analytics call tracking

When I discuss with other Performance Marketers about Call Conversion Tracking and how they analyze their call data in Google Analytics 4, the bloated clicks on click-to-call ctas always arise as an issue. Sure, phone calls are an important indicator that some high-intent leads are interested in your business, but when you are looking at data I bet you would prefer to see real phone leads (aka answered calls) or even better, classify your phone leads and send only the ones that meet certain criteria to your GA4 (e.g. Call duration> X min).

Let’s see how you can do that (it’s very simple – I promise)

How to setup Call Tracking in Google Analytics 4 – in 4 steps

call tracking google analytics set up
  1. Select the trigger type (we will discuss more about that)
  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.
Want to see the detailed guide?
Check out the complete guide to Google Analytics 4 Call Tracking

How to setup and select when to send Call Conversions in Google Analytics 4

What are integration triggers?

Integration Triggers allow you to set criteria to determine which calls are sent to each of your third-party integrations. This way, you are in charge of the information you want to send to the apps that you use everyday.  You can filter calls based on various criteria, such as tracking number, call type, call tag, or call duration, to name a few. This way, you can ensure that you’re only sending the most relevant information to each integration.

Want to see the detailed guide?
Check out: Supercharge Your Call Data With Integration Triggers (+video)

How to set up Integration Triggers in Nimbata

Integration triggers can massively help you to track calls in google analytics pushing only your legit call conversions. The only things you have to do is to give your trigger a fancy name and select your criteria.

How to set up Integration Triggers in Nimbata

You can filter your calls by:

Tracking Number1st Time Caller
DestinationCall Tag
Call DurationRating
Talk DurationNotes
Call OutcomeDigits Pressed by Caller
ChannelUTM Source
Calling CountrlyUTM Medium
Device TypeUTM Campaign

3 Integrations Trigger examples that apply to Google Analytics

Filtered by:Integration Trigger Example
TagSend only calls that are tagged as “sale”
Call DurationSend only calls that are longer than 90 seconds
ValueSend only calls with value greater than 100 (With automation rules you can automatically assign values to each call based in predefined criteria)
TypeSend only calls that are “First Time Callers”

How to view Call Data in GA4

Do you want to track calls the right way? – See how many tracking numbers you will need

A call tracking number pool is a collection of unique phone numbers used to track and measure the performance of marketing campaigns and / or user sessions on websites. By using dynamic number insertion and call tracking software, businesses can gather valuable data about the source of their leads and optimize their marketing efforts.

This is important to maintain the accuracy and validity of your data. To achieve this, your website pool should contain a sufficient number of tracking numbers to accommodate all the visitors you wish to track.

When the website pool is too small and two visitors are assigned the same tracking number, it leads to misattributed data. In such cases, the information obtained from one visitor may be mistakenly associated with the other.

How to calculate the size of your number pool

The best way to calculate the size of your tracking number pool is Google Analytics. In Google Analytics all you need is to find your hourly visitors and the average session duration. From there on you can use the following formula:

[HOURLY VISITORS] / [60 / average session duration] * 1.3

If for instance your peak is 200 users and the average session duration is 3 minutes the pool of tracking numbers needed is 200/[(60/3)*1.3] = 13 tracking numbers.

If you’re interested in calculating your pool – check out:
How to calculate the size of your call tracking number pool

But there is an easier way, you can calculate your exact pool though nimbata with the pool estimator.

Get the end-to-end picture of your phone leads (with nimbata reports)

Many of our users. even if they prefer to send filtered phone leads to GA4 to avoid distractions caused by blurry data, they still want to see the whole whole picture of their phone calls. So here are our go-to Call Tracking Reports.

Missed Calls

These are customers or leads who called you, never connected with you or one of your agents, and never called back again. The list will provide you with their number so you can call them back.

Nimbata Missed Calls example

Calls by marketing source

This report will show you a list of the top marketing sources generating phone leads. Very important to assess how well each marketing channel is performing.

Nimbata Calls by marketing source screenshot

Average calls per hour and day

This KPI shows you which day and what time your customers prefer to call you. Monitor this report to check if any calls are not being handled and when is the best time and day to promote your product or service.

calls per day reports
call per hours report

Looker Studio Integration

Use Looker Studio + Nimbata integration to combine and analyze different lead sources in one single report without switching tabs.

google analytics call tracking looker studio

Pro Tip

Make sure to use the right visualization reports so that you can have deeper understanding of what you are seeing and report filters to narrow down your data and provide more targeted insights.


To sum up, for your Google Analytics Call Tracking process you will only need a nimbata account, and a fancy name for your trigger, the rest of it, it’s up to us. If you think that it’s too good to be true, feel free to give it a try, or talk to one of our specialist to solve any questions you may have (always a pleasure meeting you!).