SOP: Call Tracking & Conversion Setup
Oct 14, 2026 · @SLK
This SOP covers setting up call tracking and conversion tracking when launching a new location / landing page: buying phone numbers (CTM & Workiz), configuring CTM tracking sources and target numbers, Workiz call flows and ad groups, GTM tags, the landing page request, and Google Ads conversion actions.
Tools used: CTM (CallTrackingMetrics), Workiz, Google Tag Manager, Google Ads, AdsPower.
1. [Phone Numbers]
For each new location you need 3 phone numbers in total — 2 in CTM and 1 in Workiz.
All the numbers must be with a proper area code in accordance with a state or a county
Buy 2 numbers in CTM:
Number 1 — Landing: this is the number that will be displayed on the landing page. It must be an onsite number.
Number 2 — Extension (ext): must be an offsite number.
Get 1 number in Workiz: before buying, check if there is a free (vacant, NOT USED) number available in Workiz. If there is a free number — use it, no need to buy a new one. If not, buy a new one.
! Landing number = onsite, ext number = offsite. Don’t mix these up — the landing number is the one that will later be assigned to the target number and placed on the landing page.
2. [CTM Setup]
Tracking Sources
Create a tracking source with a proper name. No need to configure anything inside it — just the name.
Set up a redirect from the tracking source to the number on Workiz.
Do the same for the extension number: create a tracking source with a proper name and redirect it to the Workiz number.
Target Number
The main number for the landing page requires creating a target number (the extension number does not).
Go to Target Numbers in CTM.
Create a new target number with the phone number you will use on the landing page.
Assign the landing number to it.
3. [Workiz Setup]
Call Flow
Go to Settings → Call Flows in Workiz.
Copy the existing call flow for this area — no need to build it from scratch.
Assign the new Workiz number to the copied flow.
Ad Group
Go to Settings → Ad Groups.
Create a new ad group with a proper name — follow the standard name conventions (Company name / State / City / Source).
Assign the ad group to the number.
! The ad group is what makes the job source visible in the job details, so the name must clearly identify the location and source.
4. [GTM & Google Tag]
Create a new container in GTM — only if it’s a new domain. If the domain already has a container, use the existing one.
Get the Google Tag ID: go to Google Ads → Data Manager and copy the Google Tag ID.
Create the needed tags and a Conversion Linker in GTM — just copy them from an existing container, but replace with the proper (new) tag ID.
! Don’t build tags from scratch — copying from an existing setup and swapping the ID keeps the configuration consistent across accounts.
5. [Landing Page]
Send to Bodya with a request to create a new landing page:
the CTM script;
the GTM script;
the CTM number for the landing.
Come up with a free URL. Usually it’s “call-now” if it’s a new domain and we don’t have any landings on it yet.
Copy the structure of an existing landing page:
If it’s another company — copy the structure but change the text, logo, and pictures.
If it’s the same vertical (for example: locksmith) — just copy everything but change the state in the URL and in the text.
! The landing page can’t go live without the CTM script, GTM script, and the CTM landing number — make sure all three are included in the request to Bodya.
6. [Connecting Google Ads to CTM]
Go to AdsPower and open the profile where you have the new Google Ads account.
Log in to CTM from that profile.
Connect Google Ads to CTM.
Create an “Online Call Tracking Conversion” in CTM — just copy everything from an existing one, but use:
the new CTM number;
the new Google Ads account’s ID.
! Always work from the AdsPower profile that holds the new account — never connect the accounts from your regular browser.
7. [Calls from Ads Conversion — Google Ads]
After the conversion tracking is set up in CTM, it will appear in Google Ads.
In Google Ads, go to Summary → Settings of the created Online Call Tracking conversion.
Copy the settings from another account (an existing, working one).
Create a “Calls from ads” conversion action in Google Ads.
Set it up with the settings from the other account.
8. [Custom Conversion Action]
In Google Ads, create a custom conversion action (custom goal).
Include both conversion actions in it:
Online Call Tracking (from CTM);
Calls from Ads.
! This is the final step — once the custom conversion action is created with both actions included, the conversion tracking setup for the new location is complete.
Setup Checklist
☐ 2 CTM numbers bought (landing = onsite, ext = offsite)
☐ 1 Workiz number (free one reused, or bought)
☐ CTM tracking sources created + redirects to Workiz number (main + ext)
☐ CTM target number created and landing number assigned
☐ Workiz call flow copied for the area + new number assigned
☐ Workiz ad group created with proper name + assigned to the number
☐ GTM container created (if new domain), tags + Conversion Linker copied with proper tag ID
☐ CTM script, GTM script and CTM landing number sent to Bodya; URL chosen
☐ Google Ads connected to CTM via AdsPower; Online Call Tracking conversion created
☐ Calls from Ads conversion action created with copied settings
☐ Custom conversion action created including both actions
Google Ads Routine
Recurring account maintenance checks: daily at campaign level, weekly on the search term report, monthly at ads / ad group / keyword level.
DAILY • Campaign Level
☐ Check any unusual numbers (yesterday, last 7 days): avg. Cost/conv., Cost
☐ Check general errors on the account
☐ Check if there are policy violations
☐ Check general budget on the account — if we overspend / underspend (!)
DAILY • Email & Notifications
☐ Check email & notifications on the account
WEEKLY • Search Term Report
☐ Sort last 7 days by impressions and check the relevancy of the search terms; add any irrelevant to the NKWL
☐ Sort last 7 days by Cost/conv. — if there are any that are significantly more expensive (3x), add to NKWL
☐ Sort last 7 days by Cost to find expensive keywords that generate 0 conversions → pause them; and to find those that are cheap and generate a lot of conversions → add to the keywords
MONTHLY • Ads Level
☐ Sort last 90 days. If 1 ad — duplicate and change a bit; if more than 1 — turn off a worse one and duplicate from a good one (all campaigns with same service per week on one account)
☐ Sort last 30 days by Cost/conv. to find the worst ads and turn them off
MONTHLY • Ad Group Level
☐ Sort by Cost/conv. for the last 30 days — turn off ad groups that are significantly higher (3x)
☐ Sort by Cost to see if there are any ad groups that are very expensive but generate 0 conversions
MONTHLY • Keyword Level
☐ Sort by Cost/conv. for the last 30 days — turn off keywords that are significantly higher (3x)
☐ Sort by Cost to see if there are any keywords that are very expensive but generate 0 conversions
☐ Sort last 90 days, take a good performing keyword and create other match types (all campaigns with same service per week on one account)
