Google Ads and SEM · 19 Oct 2026 · 2 min read
How to track WhatsApp and call enquiries from your ads
In Singapore many customers would rather WhatsApp than fill in a form. If those messages are not tracked, your ads are being optimised blind.
Ask most Singapore business owners how customers contact them and the answer is WhatsApp, then phone, then forms. Yet many ad accounts only track form submissions. The result is a campaign that looks like it is not working, or that Google optimises towards the wrong things, because most of the real enquiries are invisible to it.
What to track
- Clicks on WhatsApp buttons and links on your website.
- Clicks on your phone number on mobile.
- Calls made directly from your ads through call assets.
- Form submissions, measured by a visit to a thank-you page or a confirmed submit.
How it is usually set up
Google Tag Manager sits on your website and listens for these actions. Each WhatsApp button and phone link is given a clear identifier, so a trigger can fire when it is clicked. Those events are then sent to Google Ads as conversions, and to Google Analytics 4 for reporting. Calls from the ad itself are measured inside Google Ads.
Primary versus secondary conversions
Not every action deserves the same weight. A completed enquiry form is a stronger signal than someone tapping a WhatsApp button and then not sending a message. Mark your most reliable actions as primary conversions, the ones Google bids towards, and keep softer signals as secondary so you can still see them in reports.
Check the numbers against reality
Once tracking is live, compare it with what actually arrived. If Google Ads reports twenty WhatsApp conversions in a week and your phone received five chats, something is double counting. A short weekly check between the account and your inbox keeps the data honest, and honest data is what makes optimisation work.
Every website we build comes with these tracking points in place. If your current site does not, we can help set it up.
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