What Google says
In Google's own words: “A Google forwarding number is a unique phone number from Google that allows you to track the calls generated by your ads.” (Google help center)
What it does
When call reporting is on, calls from your ad route through a Google forwarding number to your actual line. On mobile, the ad itself still shows your business number and the caller sees the forwarding number in their dialer after tapping; on your website, the snippet swaps in a forwarding number for visitors who came from an ad. The caller reaches you normally; Google records the call so it can be counted as a call conversion if it meets your minimum length.
Where it applies
Forwarding numbers back both call sources: the call button on a call asset (or a legacy call-only ad, which Google stopped allowing new ones of in February 2026), and the number on your website once the number-swap snippet is installed. Without a forwarding number in place, the call happens but Google never sees it, so Smart Bidding optimizes as if it did not exist. The consequences are worked through in a call from your ad is not a call from your website.
A worked example
Say 50 mobile users tap the call button on your call asset at a $4 cost per click: you pay $200, the same CPC as a click to your website, and each call routes through the forwarding number to your line. A person who instead dials the number manually is not charged. If a caller saves the number, it keeps connecting to you for 60 days after their last call.
Common questions
What is a Google forwarding number used for?
To track calls generated by your ads. It routes callers to your real number while recording details like duration and connection status, which lets qualifying calls be counted as conversions.
Does a forwarding number change the caller's experience?
No. The caller dials the forwarding number and is routed to your normal business line. The number simply lets Google measure the call.
How much does a Google forwarding number cost?
You pay the normal cost per click when someone taps the call button in your ad, the same as a click to your website. Google Ads doesn't charge for people who dial a Google forwarding number manually.
Is a Google forwarding number available in every country?
No. Google forwarding numbers are currently available in 30 countries, including the US, UK, Canada, Australia, India, and most of Western Europe. Where they aren't available, calls can't be tracked as conversions through a forwarding number.
What happens if someone saves the forwarding number and calls later?
Calls keep connecting to your business for 60 days after the caller's first call, and each new call resets that 60-day window. Don't publish the number outside Google Ads, since Google owns it and can reassign it.