Facebook Ads Call Tracking: How to Track Phone Call Conversions Effectively

Phone calls remain one of the most valuable lead sources for businesses, especially in industries like real estate, healthcare, law, and local services. While Facebook Ads is known for driving clicks and form submissions, it can also generate direct phone calls from potential customers. To measure and optimize these results, advertisers need a proper Facebook ads call tracking system.

In this guide, we’ll walk you through everything you need to know about call tracking Facebook ads: from understanding what it is, why it matters, the key metrics you should measure, to a complete step-by-step process on how to track calls from Facebook ads using Pixel and Google Tag Manager (GTM). 

What Is Facebook Ads Call?

Facebook Ads Call is a specialized ad format designed to encourage users to place a phone call directly from the ad itself. Instead of directing people to a landing page, the ad includes a visible “Call Now” button or phone icon. When clicked, it instantly dials the business’s number.

This immediacy removes friction in the customer journey. For example:

• A home repair service can receive urgent calls from customers facing emergencies.

• A real estate agent can connect with potential buyers in real time.

• A healthcare provider can schedule appointments directly from the ad.

Unlike traditional ads focused on website traffic or form fills, Facebook Ads Call caters to users who prefer quick, direct interaction. When combined with facebook ad call tracking, businesses can not only drive calls but also monitor how those calls contribute to conversions and sales.

What Is Ads Call Tracking?

Ads call tracking is the process of measuring and analyzing phone calls generated through advertising campaigns. By assigning unique tracking numbers to each ad or campaign, businesses can identify which ads deliver the most valuable calls.

With call tracking Facebook ads, you can monitor:

• The number of calls placed from a specific ad.

• Call duration (e.g., 20-second vs. 60-second calls).

• Time and frequency of calls.

• Caller demographics and behavior.

Many tracking systems also integrate with CRM platforms, linking phone call data with customer records. This provides a full view of the customer journey, from the first click to final conversion. In short, facebook ad call tracking transforms raw call data into actionable insights.

Why Should You Track Calls From Facebook Ads?

Tracking calls from Facebook ads is not optional, it’s essential. Without it, businesses only see half the picture of campaign performance. Here’s why how to track calls from Facebook ads is so important:

1. Prove ROI – You’ll know exactly which ads are driving real customer calls and sales.

2. Refine targeting – Analyzing call data helps identify customer patterns, allowing better ad messaging and audience targeting.

3. Optimize budgets – By tracking which campaigns deliver quality leads, you can reallocate ad spend more effectively.

4. Improve customer insights – Call tracking reveals not only the volume but also the nature of customer inquiries, offering valuable feedback for marketing and service strategies.

By using track phone call conversions on Facebook ads, you move from assumptions to data-driven decisions, ensuring your campaigns generate measurable business impact.

Metrics for Facebook Call Ads

Once you’ve set up Facebook Ads Call and integrated facebook ads call tracking, the next step is measuring success. Tracking the right KPIs ensures you understand not just how many people clicked “Call Now,” but also how engaged they were once connected. These insights allow advertisers to refine campaigns, optimize ad spend, and improve customer interactions.

The most important call tracking Facebook ads metrics include:

Estimated Call Confirmation Clicks

This metric represents the number of times users tapped the call button on your ad. While not every click results in a completed call, it’s still a valuable measure of intent.

For example, network issues or second thoughts may prevent some users from following through, but Estimated Call Confirmation Clicks still reflect strong initial engagement.

Advertisers can analyze these clicks by audience segments, ad placements, or bidding strategies. Running A/B tests can help determine which creatives, headlines, or CTAs generate the most intent to call.

Calls Placed

Calls Placed measures the actual phone calls made as a result of your ad. This is one of the clearest indicators of success because it shows how effectively your ad converts interest into real customer action.

A high number of calls placed from Facebook ads usually means your messaging and CTA are compelling. However, it’s important to evaluate call duration alongside this metric. If you’re getting many short calls, the ads may be generating interest but not qualified leads.

By comparing calls placed across campaigns, businesses can see which ads deliver the strongest results and refine future strategies accordingly.

20-Second Calls

Not all calls are created equal. That’s why 20-second calls are an important benchmark. Calls that last at least 20 seconds typically suggest genuine interest rather than accidental dials or brief inquiries.

This metric helps distinguish between superficial engagement and meaningful customer interaction. If too many calls end before the 20-second mark, it could signal a disconnect between your ad messaging and customer expectations.

60-Second Calls

If 20 seconds indicates interest, 60-second calls usually signal serious engagement and high conversion potential. These longer conversations often happen when prospects are evaluating your product or service and may be ready to make a decision.

Tracking 60-second calls helps identify:

• Which campaigns generate the most high-quality leads.

• How effectively your sales team or customer service handles inquiries.

• Opportunities to improve scripts and response strategies.

In many industries, longer calls directly correlate with higher conversion rates, making this a crucial KPI in facebook ad call tracking.

Callback Requests Submitted

Some users may not have time for a full conversation but still want to connect later. Callback Requests Submitted captures when a potential customer leaves their information for follow-up.

This metric is particularly useful in industries like healthcare or B2B services, where prospects might need more time before engaging in a detailed discussion.

Monitoring callback requests not only improves follow-up opportunities but also reveals whether your ads resonate strongly enough to prompt delayed engagement. High callback volume can guide future messaging and help businesses fine-tune customer outreach.

Prepare Before Setup Facebook Ads Call Tracking System

Before launching facebook ads call tracking, it’s essential to prepare the right tools and structure. Without these foundational elements, tracking may be incomplete or inaccurate, leading to poor data and wasted ad spend. Below are three must-have components you should set up before tracking phone calls from Facebook Ads.

A Website or a Landing Page With Call Functionality (tel:)

To maximize the value of call tracking Facebook ads, your business must have a functional website or landing page with clickable phone functionality. This is especially important for mobile users, who make up the majority of Facebook’s audience.

By embedding a simple tel: link on your landing page, users can tap your phone number and instantly dial it from their device. This reduces friction and speeds up the conversion process.

A well-optimized landing page should:

• Feature a prominent phone number above the fold.

• Use a strong call-to-action like “Call Now” or “Speak to an Expert Today.”

• Provide clear service or product value so the customer is motivated to call.

When paired with facebook ad call tracking, this setup ensures every phone interaction is measurable.

Your Facebook Pixel Installed via Google Tag Manager

The Facebook Pixel is the backbone of tracking. Installed via Google Tag Manager (GTM), it allows you to record user actions such as clicking the call button or visiting key pages before dialing.

Why GTM?

• It simplifies installation without editing site code manually.

• It allows flexibility to manage multiple tracking scripts from one dashboard.

• It makes troubleshooting faster, saving developers time.

For effective track phone call conversions on Facebook ads, configure events like “Click-to-Call” or “Call Button Pressed” in GTM. This ensures accurate tracking of both call attempts and successful calls.

Pixel Helper Chrome Plugin

The Pixel Helper Chrome Plugin is a free diagnostic tool that confirms whether your Facebook Pixel is firing correctly. It provides real-time reports on which events are working and highlights potential issues.

Using Pixel Helper is essential to avoid data gaps. Misconfigured pixels can lead to underreporting of calls or incomplete conversion tracking, which weakens your insights.

By testing your setup regularly with Pixel Helper, you can verify that facebook ad call tracking is accurately recording click events, call attempts, and conversions.

How to Track Phone Call Conversions Using the Facebook Pixel and GTM

Setting up facebook ads call tracking with Google Tag Manager (GTM) and the Facebook Pixel allows advertisers to accurately track phone call conversions on Facebook ads. This process ensures every click-to-call action is recorded, giving you the data needed to optimize campaigns and prove ROI. Follow the steps below to configure your system correctly.

Step 1: Set Up Facebook Pixel in GTM

The first step in call tracking Facebook ads is creating and installing a Facebook Pixel:

1. Go to Facebook Ads Manager and create a new Pixel.

2. Copy the unique Pixel ID assigned to your account.

3. In Google Tag Manager, create a new tag → choose Custom HTML.

4. Paste the base Pixel code provided by Facebook.

5. Set the tag to trigger on all pages so you can capture all interactions across your site.

6. Publish changes in GTM.

This establishes the foundation for facebook ad call tracking, ensuring that every action can be measured.

Step 2: Configure Call Tracking Triggers

Next, you need to tell GTM when to fire the event. For call tracking, the trigger should be linked to phone number clicks:

1. In GTM, create a new Click Trigger.

2. Set the condition to detect clicks on links containing “tel:”.

3. Save and connect this trigger to a new Facebook Event Tag (e.g., “Call_Click”).

This setup allows you to track calls from Facebook ads as unique events. You’ll know exactly how many users clicked your phone number, giving visibility into real engagement beyond simple impressions.

Step 3: Test Events With Pixel Helper

Before going live, use the Pixel Helper Chrome Plugin to validate your setup:

• Open your site and click on the phone number link.

• Pixel Helper will show whether the “Call_Click” event is firing properly.

• Check for any missing parameters or errors.

Testing ensures your facebook ads call tracking system works correctly and prevents data loss once campaigns are running.

Step 4: Verify Call Tracking in Events Manager

Finally, confirm everything inside Facebook Events Manager:

1. Go to Events Manager and find your Pixel.

2. Look for the “Call_Click” (or custom name) event under recent activity.

3. Verify that the events appear when users click phone numbers from your ads or landing page.

This confirmation closes the loop, allowing you to track phone call conversions on Facebook ads accurately. From here, you can measure call-based performance, optimize ad budgets, and tie calls directly back to revenue.

Conclusion

Tracking phone call conversions is no longer optional, it’s essential for advertisers who rely on inbound calls to generate high-quality leads. With the right setup using Facebook Pixel and Google Tag Manager, you can build a robust Facebook ad call tracking system that captures valuable data, such as call duration, confirmation clicks, and callback requests.

By monitoring these insights, businesses can better understand customer behavior, optimize ad spend, and ultimately increase ROI. Whether you’re just starting or refining your strategy, implementing call tracking Facebook ads ensures that every phone call counts toward measurable growth.