Overview
ServiceTitan's Dynamic Call Tracking allows you to track all Google Ads activity that happens on your website. However, a significant volume of Google Ad leads come off the website, through conventions like Call Extensions, Sponsored Pins, or Call-Only Ads.
Who uses this feature
Marketing managers, business owners, agency partners, and other marketers on your team
Primarily benefits Commercial Service and Replacement business types and Residential Service and Replacement business types
Applies to all trades
Feature configuration
To get started with Marketing Pro Ads, request a demo on our Pro Products page, or reach out to your Customer Success Manager (CSM) or Pro Account Manager.
Account configuration is required to use this feature. Please contact Technical Support for details.
Things to know
For Google to send ServiceTitan call view data, you must enable Call Reporting in your Google Ads settings. This call view data is needed to properly attribute call extension calls to their originated Google Ads campaign. For more, see Manage call reporting for your campaigns.
When Call Reporting is enabled in Google Ads, Google automatically replaces your customer-facing call asset number with one of its own Google numbers. This is similar to Dynamic Number Insertion (DNI) but on the sponsored Google Ad. Even though the number shown on the ad is a Google number, attribution works as long as it forwards to the call extension you have configured in ServiceTitan.
For a call extension call to be attributed to a Google Ads campaign, the customer must directly click the call number from the Google search results. Google does not track calls made by manually dialing the call extension number.
For Google Ads campaign attribution to work, call extension calls must be 15 seconds or longer.
Understand Call Extensions
Call Extensions allow you to add phone numbers to your Google Ads, significantly increasing clickthrough rates. The Call Extensions tool in ServiceTitan automates the assignment of marketing campaigns for your Call Extension calls.
To track these calls, create an account-level Call Extension number in ServiceTitan and assign it to your Google Ads. If your Google Ads account serves multiple locations with different phone numbers, you can also create multiple campaign-level extensions. For more, see the Create Call Extensions section below.
How Call Extensions work
When you create a ServiceTitan Call Extension, ServiceTitan automatically:
Adds the number to the specified accounts or campaigns in Google Ads.
Syncs and replaces any existing Call Extensions in Google Ads with the ServiceTitan phone number.
Removes any ad-group level Call Extensions in the account as those prevent the ServiceTitan campaign-level extensions from working.
As you receive calls to your Call Extension number, Smart Attribution detects the proper campaign and ad group for that call and assigns it after the call ends. If using Optimizer, ServiceTitan also sends any revenue data from those calls back into Google Ads.
Note: For your Call-Only Ads, ensure the phone number used in the ad copy is the same as the Call Extension phone number you created for your account or that specific ad campaign.
Smart Attribution for Call Extensions
As Call Extension phone numbers receive calls, Smart Attribution automatically detects the proper campaign and ad group for that call and assigns them after the call ends.
Note: Smart Attribution works even if you did not set up Call Extensions in ServiceTitan. As long as the Call Extension phone number belongs to your ServiceTitan account, Smart Attribution will assign the correct campaign to the call.
When a call is made to a Call Extensions phone number, a placeholder campaign is initially assigned to the call. The placeholder campaign depends on whether the Call Extension was created in ServiceTitan or Google Ads.
For Call Extensions created in ServiceTitan, Google Ad Extension - [Phone Number] is used as the placeholder campaign. For example, if the phone number is 555-555-555, the placeholder campaign will be Google Ad Extension - 555-555-5555.
For Call Extensions directly created in Google Ads, the ServiceTitan campaign currently assigned to the phone number is used as the placeholder campaign.
Shortly after the call ends, Smart Attribution overwrites the placeholder campaign with the correct Google Ads campaign. If the customer service representative (CSR) selects a campaign during the call, the Google Ads campaign overwrites their selection.
After the Google Ads campaign is assigned, any later CSR selections will remain as the marketing campaign and not be overwritten. We do not recommend changing these campaigns as it may cause inconsistencies between the data sent to Google Ads and what you see in ServiceTitan.
Create Call Extensions
Go to the top toolbar and click Settings
.In the side panel, go to Integrations > Marketing Integrations.
On the Marketing Integrations screen that opens, click Configure next to the Call Extensions integration.
On the Call Extensions screen that opens, click Create Call Extension.
In the Create Call Extensions pop-up that opens, select the type of Call Extension you want to create.
Account: Select this option if your ads send traffic to a single business location. This option is ideal if you only have one website with a single phone number or multiple locations with their own Ad accounts.
Campaign: Select this option if your ads send traffic to multiple business locations from a single Ad account. This option is ideal if you have multiple call centers with different phone numbers across your business.
Select the accounts or campaigns the Call Extension is for then click Apply.
Click Add New Number.
Select Local Number for a local campaign or Toll-Free Number for a regional or national campaign. For Local Numbers, enter an Area Code and/or Zip.
(Optional) If you want your number to include a particular set of digits, enter them in the Contains field.
Click Search Numbers.
Select an available tracking number in the Search Results then click Choose Number.
Note: You can click Load More to generate more phone numbers if none in the list meet your needs.
Enter a Forwarding Number and choose if you want to Allow Incoming SMS by selecting Yes or No.
Click Add Number.
Assign Call Extensions to Google Business Profiles
Integrating Google Business Profile with Google Ads allows advertisers to display Sponsored Pins on Google Maps. This prime placement can get your business to the top of the Google Map Pack.
Note: Google Map Pack is a set of three Google Maps-based results that often appear when conducting local searches for businesses.
However, Google Ads limits these ads to a single tracking number, making it difficult to track which campaign generated a call. Marketing Pro Ads addresses this issue by decoding the single tracking number and attributing the call to the specific campaign in ServiceTitan. It can also send call and revenue data back to Google Ads for those using Optimizer.
For this smart attribution feature to work, the number listed on your Google Business Profile must also be a Call Extension in your Google Ads account. We recommend using your account-level Call Extension phone number for this.
To add a call extension phone number to your Google Business Profile:
Sign in to your Google Business Profile.
Click Menu
and then Business Profile settings. 
Select Advanced settings.
Scroll down to the Google Ads phone number section and add the call extension phone number you created in ServiceTitan.
After this is complete, any calls to this phone number will be assigned the proper Google Ads campaign in ServiceTitan.
Edit Call Extensions in Google Ads
Call Extension tracking numbers must be edited in Google Ads. To edit a call extension tracking number:
In your Google Ads account, click Campaigns.
In the left-hand menu, click Ads & assets and then Assets.
Select Associations in the Table view dropdown.
Hover over the call extension phone number you want to update and click Edit.
Tip: You can select Call from the list of filters above the table to display only the call assets. This can make it easier to find your call extension.
Update the call extension as needed.
Click Save.
Remove Call Extensions from Google Ads
Call Extension tracking numbers must be removed from Google Ads. To remove a call extension tracking number:
In your Google Ads account, click Campaigns.
In the left-hand menu, click Ads & assets and then Assets.
Select Associations in the Table view dropdown.
Select the box next to the call extension you want to remove.
Tip: You can select Call from the list of filters above the table to display only the call assets. This can make it easier to find your call extension.
Click Remove.
Confirm you want to remove the call extension.
Call Extension Statuses
Under Review: A new Call Extension number was created manually and assigned to the Ads campaign, waiting to be approved by Google.
Approved: An assigned Call Extension number is connected to the Ads campaign in ServiceTitan and Google Ads.
Disapproved: Google Ads found issues with the Call Extension created and assigned to the Ads campaign. For more on how to manage disapproved Call Extension numbers, the How To Ensure Your Call Extension Numbers Don't Get Disapproved section below.
How to ensure your Call Extension numbers don't get disapproved
Google Ads sometimes disapproves Call Extensions if it can't detect the extension phone number on the website.
With ServiceTitan's automatic Call Extensions, we generate phone numbers that are new and not on your website. Although there's still a chance that the extensions get disapproved and stop working with your ads.
To avoid Google Ads' disapproval, follow one of the following options:
Verify the domain ownership: You can verify any phone number by proving ownership of your ad's URL domain. Verify your phone number by:
Add your unique Google Ads conversion tracking tag or remarketing tag to your website.
Add the new numbers on your site: If Google can detect the numbers anywhere in the code, then they'll be approved. The easiest way to accomplish this is to have your webmaster add the list of extension phone numbers as a comment in the code of the website.
Note: The verification URL must have the same domain as your ad's display URL.
Tip: We recommend option 1 because it is simpler and helps to get approval for the newly added campaign extensions automatically.