Call & WhatsApp tracking setup — the Google Ads measurement spec
Most SMB Google Ads accounts train Smart Bidding on forms while phone and WhatsApp close the jobs. This technical brief is the implementation spec we use to instrument both paths — call duration thresholds, DNI, WhatsApp click events, CRM GCLID persistence, primary rules, and validation — before you scale Target CPA or Performance Max.
- Call conversion actions, duration floors, call assets, and DNI
- WhatsApp wa.me CTAs, GTM/GA4, and Ads conversion actions
- GCLID / CRM persistence and qualification rules
- Primary vs secondary matrix for US/UK vs APAC chat-first
- 14-day build order and go-live verification checklist
Who this is for
Marketing ops, freelancers, and technical founders implementing call and WhatsApp tracking on Google Ads — especially US/UK call-heavy services and MY/SG/AE/BD WhatsApp-first accounts. Written for the person building tags and CRM fields, not a high-level overview.
How to use it
Work Part A (calls) and Part B (WhatsApp) against the path mix from your last 30–50 closed jobs. Pass the verification checklist before raising budgets. For narrative playbooks use the call tracking guide and WhatsApp conversion tracking guide; for coverage and double-count rules use the multi-path insight. Score missing paths with Tracking Trust Score.
Related frameworks
Pair with the 47-point Google Ads audit checklist (Call & WhatsApp section), Google Ads call tracking for service businesses, Google Ads WhatsApp conversion tracking, multi-path lead tracking, offline conversion imports, and the conversion tracking setup guide. Use the Lead Path Coverage Score for a weighted go/no-go on which paths are instrumented; this PDF is the build spec.
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