Attribution challenges are common for marketers running Performance Max (PMax) campaigns with location assets, especially when trying to distinguish paid calls from organic calls generated via Google Maps. Here’s a concise overview of the issue and a practical solution.
The Attribution Problem
When users click a Sponsored location result in Google Maps and call the business, the call is typically logged as organic (Google My Business/Search) in platforms like CallRail—even if the session originated from a paid ad. This happens because the phone number displayed on the Maps card is the Google Business Profile (GBP) main number, not a campaign-specific tracking number. As a result, marketers lose visibility into which calls are driven by paid ads versus organic search.
Why Standard Tracking Doesn’t Work
- Search call assets with distinct numbers work for Google Search, but not for Maps cards.
- UTM parameters on website links don’t help with phone clicks.
- Google-hosted Business Profile interaction data is useful for optimization, but doesn’t provide channel-level splits in third-party call analytics.
- GBP call history and Google forwarding numbers don’t separate paid from organic calls in CallRail.
A Practical Solution
To differentiate paid calls from organic calls:
- Create a dedicated tracking number in CallRail (or your call analytics platform) specifically for your Google Ads location asset.
- In the Google Business Profile, go to advanced settings and set the tracking number as the location asset number.
- Set your main business line as the additional number in GBP.
This configuration ensures that calls from paid location assets use the tracking number, while organic calls use the main line. In CallRail, you’ll be able to attribute calls accurately by channel.
Key Takeaway
Setting up separate tracking numbers for paid location assets in GBP allows for clear attribution between paid and organic calls from Google Maps. This approach provides actionable data for campaign optimization and reporting.