Skip to main content

Tracking Number Setup For Google Ads Integration

1. Goal & Big Picture

To send accurate call conversions to Google Ads using the Patient Prism Google Ads integration, you must:

  1. Make sure all Google Ads–generated calls are captured in Patient Prism

    • Calls from call extensions (pre-click calls)

    • Calls from visitors who click the ad and then call from the website (post-click calls)

  2. Make sure you use a website pool tracking number to capture the Google click ID (gclid), so Google Ads can match calls back to the correct ad.
     

This guide walks through how to set up:

  • Static Google Ads call extension numbers

  • Website number pools for Google Ads visitors vs other visitors

  • Tags & triggers in Patient Prism to correctly set the Referring Source (e.g., “Google Ads”)

2. Key Concepts

You will have to be tracking calls when a patient dials a Patient Prism tracking number for marketing purposes, which then forwards to your main number. 

Per location, you will typically have:

  • Google Business Profile number – Tracking number used on GBP, if you would like to track that.

  • Static Google Ads extension number – Tracking number used as the call extension in Google Ads.

  • Website pools – Either one larger pool or two separate, smaller dedicated pools of tracking numbers that “swap” on your site:

    • A pool that will be swapped for all visitors.

    • Optionally, a second pool that swaps for Google Ads visitors.

 

Two phases of a Google Ad:

  1. Pre-website click (call extension)

    • The caller calls the phone number directly on the ad.

    • Call is routed via a Google forwarding number → Patient Prism tracking number → main office number.

  2. Post-click (website calls)

    • The caller clicks the ad and lands on your website.

    • Your website script shows a tracking number from a pool, and the code captures the user's click ID (gclid) and associates it with the call.

3. Prerequisites

Before configuring anything:

  • You have Patient Prism tracking numbers created for each location:

    • At least one static number per location for Google Ads call extensions.

    • At least one website pool (with more than one number in the pool).

  • Your website has the Patient Prism tracking script installed and working.

  • You have access to your Google Ads account.

4. Set Up Static Google Ads Call Extension Numbers

These numbers capture pre-click calls directly from the ad.

4.1 Choose the right tracking number

For each location:

  • Create a Patient Prism tracking number to use as the Google Ads call extension number.

4.2 Configure in Google Ads

In Google Ads:

  1. Go to your Call asset / Call extension settings.

  2. Choose to use a custom number (not just your main office number).

  3. Enter the Patient Prism tracking number for that location.

  4. The guide below will help to get the number approved by Google:
    How to Use a Patient Prism Tracking Number as a Google Ad Extension/Call Asset

What actually happens when someone calls:

  • Google shows a Google forwarding number in the ad.

  • When the patient calls:

    • Google forwards the call to your Patient Prism tracking number.

    • Patient Prism forwards the call to your main office number.

Because the call passes through Patient Prism, Patient Prism has the call record, and the integration can send that call as a conversion to Google Ads.

For call extension calls:

  • Patient Prism sends call details (date, time, caller ID, etc.) to Google Ads.

  • Google matches the call to an ad if it can.

✅ Without using a Patient Prism tracking number for the call extension, those calls won’t exist in Patient Prism, so no conversions can be sent for them.

5. Set Up Website Pools for Google Ads Visitors

These numbers capture post-click website calls and carry the click ID (gclid).

5.1 Pool structure options

You have two main options:

Option A – Two pools (somewhat recommended but not required)

Per location:

  1. Google Ads Pool

    • Only shows numbers if the visitor came from Google Ads.

    • Used to attribute calls specifically to Google Ads.

  2. All Visitors / Non-Ads Pool

    • Shows numbers for all other visitors (organic, direct, etc.).

Benefits:

  • Any call to the Google Ads pool can be confidently treated as Google Ads traffic.

  • Organic and other traffic don’t “step on” your Google Ads attribution.

Option B – Single pool for all traffic

Per location:

  • One larger pool that swaps for all visitors, regardless of source.

Benefit:

  • Simpler setup (one pool).

  • Still works, as Patient Prism can capture the referring source data.

 

5.2 Pool size and “pool pressure”

Each pool has a pool size (how many numbers are in it).

  • Patient Prism will display pool pressure as Low, Medium / High.

  • Goal: Keep pool pressure from being High or Medium.

    • If pressure is high, the same number may be reused too frequently for different visitors.

    • This can reduce the accuracy of Google Ads attribution.

Practical guidelines:

  • For a Google Ads–only pool, consider something like:

    • ~5–10 numbers, depending on traffic.

  • For a non-Ads pool:

    • Can be smaller (even 1–3 numbers) if you don’t care about precise attribution for organic visits.

  • Always check the pool pressure metric and adjust the number of numbers to keep it low.

6. How Website Calls Get Attributed to Google Ads

Here’s what happens for a post-click website call:

  1. A patient clicks your Google Ad.

  2. They land on your website, and the Patient Prism script:

    • Detects that they came from Google Ads.

    • Swaps in a number from your pool.

    • Captures the click ID (gclid) as part of the session.

  3. The patient calls that tracking number.

  4. Patient Prism records the call with the click ID attached.

When the Google Ads integration runs:

  • For website pool calls:

    • Patient Prism sends the click ID and call data to Google Ads.

    • Google uses the click ID to match the call to the exact ad and click.

✅ The click ID is required for website calls to be reported as conversions to Google Ads.

7. Tag Your Google Ads Extension Numbers in Patient Prism and Use a Trigger to Assign a Referring Source.

To keep reporting clean, you’ll want Patient Prism to automatically set the Referring Source to “Google Ads” anytime a call comes in on one of your Google Ads numbers.
This does not affect the Google Ads integration at all and is just for your Patient Prism reporting.

7.1 Create a “Google Ads” tag

In your Patient Prism tracking numbers area:

  1. Create a new number tag, e.g. “Google Ads”.

7.2 Apply the tag to Google Ads extension numbers

  1. Select the Google Ads call extension numbers (per location).

  2. Use bulk actions to modify them.

  3. Add the “Google Ads” tag to those numbers.

  4. Confirm you can see the tag in the columns for those numbers.

7.3 Create a Trigger to Set Referring Source = Google Ads

Now that the extension numbers are tagged, you can create a trigger:

  1. Go to the Triggers area in Patient Prism.

  2. Create a new trigger, e.g.
    Name: Set Referring Source – Google Ads

  3. Trigger condition:

    • When: A call record is created

    • If: Tracking Number Tag = Google Ads

  4. Action:

    • Set Referring Source to “Google Ads” (or your preferred label).

Now, any call coming in on a number tagged “Google Ads” will have the Referring Source automatically set for reporting.

8. Quick Checklist

Use this to confirm your setup is ready to send conversions to Google Ads:

  • Each location has a Patient Prism tracking number used as the Google Ads call extension.

  • The call extension in Google Ads is configured to use that custom tracking number.

  • Website has at least one pool, ideally:

    • A Google Ads pool for visitors from Google Ads.

    • A non-Ads pool for all other visitors.

  • Pool pressure is not High or Medium for your Google Ads pool or single pool.

  • The website tracking script correctly captures Google Ads visitors and click IDs (gclid).

  • Google Ads extension numbers are tagged with “Google Ads” in Patient Prism.

  • A trigger exists to assign a source Google Ads referring source.

 
Was this article helpful?