Cordwainer Call Tracking Implementation

Overview

Cordwainer is a lead-generation account where phone calls are a primary conversion path. During the March 2026 Google Ads audit, call tracking was identified as a missing piece of the conversion infrastructure. Without it, phone-based leads are invisible to Google Ads, undermining the ability to optimize bidding and measure true campaign performance.

Research and implementation of a call tracking solution was assigned as an action item to Karly, with coordination support from Mark.

Why Call Tracking Matters Here

The Cordwainer Google Ads account had significant structural problems uncovered during the ^[1] AI-driven audit:

• All eight conversions were marked as Primary, confusing Google's bidding algorithm
• The account was running Target ROAS with zero conversion values — making the algorithm effectively blind
• The account was switched to Maximize Conversions as an immediate fix

Even with these fixes in place, if phone calls are not tracked, the conversion data fed to Google remains incomplete. The algorithm cannot optimize toward the actions that actually generate revenue for the client.

Current Conversion Tracking State

As of the March 2026 audit:

The locked Smart Campaign conversions are a known limitation. Google does not allow these to be reclassified. The workaround is to ensure any new, properly configured conversions (including call tracking) are set up correctly from the start.

Implementation Requirements

Call tracking for Cordwainer should satisfy the following:

1. Dynamic Number Insertion (DNI) — Swap the phone number displayed on the website based on the traffic source, so calls can be attributed to specific Google Ads campaigns, ad groups, or keywords.
2. Google Ads integration — Pass call conversion events directly into Google Ads as a trackable conversion action.
3. Conversion value assignment — Assign a meaningful monetary value to calls (consistent with the framework established during the audit — see ^[2]).
4. Primary conversion classification — Mark phone call conversions as Primary so the Maximize Conversions bidding strategy optimizes toward them.

Recommended Approach

Common call tracking platforms to evaluate:

• CallRail — Most widely used; native Google Ads integration; supports DNI, call recording, and keyword-level attribution
• CallTrackingMetrics — More advanced routing and CRM features; good for multi-location or high-volume accounts
• WhatConverts — Strong lead management alongside call tracking; useful if the client wants a unified lead inbox

For an account at Cordwainer's budget level (~$1,490/month Google Ads, $2k/month total), CallRail is the most practical starting point given its ease of setup and direct Google Ads integration.

Integration with Google Ads

Once a platform is selected, the implementation steps are:

1. Install the call tracking script on the Cordwainer website (coordinate with Sebastian, who owns the landing page work)
2. Configure a Google Ads conversion action for calls (minimum call duration threshold recommended — e.g., 60 seconds)
3. Assign a conversion value consistent with the lead valuation framework (e.g., if a Cordwainer engagement is worth ~$72k annually and 10% of leads close, a lead is worth ~$7,200; a phone call that qualifies as a lead should reflect this)
4. Set the call conversion action to Primary
5. Verify data is flowing into Google Ads before relying on it for bidding decisions

Action Items

• [ ] Karly — Research call tracking solutions for Cordwainer; evaluate CallRail as primary option (@Karly Oykhman)
• [ ] Karly — Coordinate implementation with Mark once solution is selected (@Karly Oykhman)
• [ ] Sebastian — Install call tracking script on Cordwainer website/landing page (dependency: landing page must be built first)
• [ ] Gilbert — Configure call conversion action in Google Ads; set as Primary; assign appropriate conversion value

Dependencies

• Landing page — Karly has tasked Sebastian with building a dedicated Cordwainer landing page (traffic is currently going to the generic homepage, which was flagged as a quality score issue). Call tracking should be implemented on this new page, not just the homepage.
• Conversion value framework — The call conversion value should align with the broader lead valuation work discussed during the audit. See ^[2].

Related

• ^[3]
• ^[4]
• ^[5]
• ^[6]