How do I track phone calls from Google Ads in the UAE?

Why call tracking is different in the UAE

In most big markets, Google swaps your number for a Google forwarding number and reports each call's start time, duration and whether it connected. Google lists 30 countries where forwarding numbers work, including the UK, US, India and Australia. The UAE is not on the list, and neither are the other GCC states.

That matters because, according to Google's call conversion guide, "Calls from ads", "Calls to a number on your website" and imported call conversions all require forwarding numbers. So in the UAE you work with clicks, then confirm the real outcome yourself.

Setup, step by step

1. Turn call reporting off. In Google Ads go to Admin, then Account settings, then Call reporting. Google's help says that where forwarding numbers are not available, call reporting should be disabled to use call assets. Your own clinic number then shows in the ad.
2. Add a call asset to every search campaign. Use the number reception answers fastest. Set an asset schedule for opening hours, so nobody taps "call" at 2 am and hits voicemail.
3. Create the "Clicks on call ads and assets" conversion. In Goals, Summary, select Create conversion action, choose Phone calls, and pick the option for clicks on call ads and assets. Google uses its own estimate here, not a forwarding number. Keep it as a primary goal only if it is your main lead type.
4. Track taps on your website number. Follow Google's mobile number click guide: create a phone call conversion, choose "Someone makes a call by clicking a number on my website", install the Google tag and add the event snippet to every tel: link and call button. Google Tag Manager users can fire the same tag on clicks where the link starts with "tel:".
5. Do the same for WhatsApp. Many Dubai patients message instead of calling. Track wa.me link clicks as a separate conversion. See how to get more WhatsApp leads.
6. Test it without clicking your own ads. Use Google Tag Assistant on your site, tap the phone number and confirm the conversion event fires. A new action can show "Unverified" or "Inactive" until the first real conversion arrives. Google says that is normal.
7. Close the loop with real patients. Click-based conversions over-count: some taps never become calls, some calls are not new patients. Capture the Google click ID (GCLID) with each web or WhatsApp lead, or the caller's phone number, and upload booked or attended patients through offline conversion import. Google now recommends enhanced conversions for leads, which matches hashed email or phone numbers.
8. Keep a call log at reception. Ask every new caller "How did you find us?" and log it. Compare weekly call log totals with Google's call clicks. A big gap means missed calls or tracking errors.

Third-party call tracking

Call tracking software assigns its own numbers, records calls and passes the click ID back to Google Ads. Before you buy, confirm the provider can issue UAE local or toll-free numbers, stores recordings in line with UAE health data rules, and supports Google Ads offline conversion upload. Patient calls are health data, so get your compliance lead to sign it off.

Common mistakes

• Leaving call reporting on, so call assets never show or show inconsistently.
• Counting both "call clicks" and "website number clicks" as primary for the same tap path, which double-counts.
• Counting every call tap as a lead, then wondering why cost per lead looks low but bookings are flat. See clicks but no leads.
• Letting Smart Bidding optimise to taps alone for months. Feed it booked patients as soon as you can.
• Showing a number nobody answers at lunch or after 6 pm.

Full setup for forms and WhatsApp too: Google Ads conversion tracking for clinics. To judge the numbers once they flow, read what is a good cost per lead for a clinic.

Want this done for you?

Access One is the UAE's first Healthcare Google Partner and Dubai's #1 Google Ads agency for healthcare. We set up UAE call, WhatsApp and booked-patient tracking so you know which ads fill your diary. Get a free Google Ads audit.

Frequently asked questions

Why does my Google Ads call asset not show my number in the UAE?

Often because call reporting is on and Google cannot assign a forwarding number in the UAE. Turn call reporting off in account settings, then check the asset is approved and scheduled for open hours.

Can Google Ads tell me how long a call lasted in the UAE?

No. Call duration needs Google forwarding numbers, which are not available in the UAE. Use your phone system or call tracking software for duration.

Are call clicks real leads?

They are a strong signal, not proof. Some taps are accidental or unanswered. Check them against your reception log and import booked patients.

Can I see which keyword made someone call?

For call asset taps and website number taps, yes, in the conversions columns by keyword. For calls dialled manually from a screen, no, unless you use call tracking software.

Sources

• Google Ads Help: Google forwarding number
• Google Ads Help: About call reporting
• Google Ads Help: About phone call conversion tracking
• Google Ads Help: Measure phone number clicks on a mobile website
• Google Ads Help: About offline conversion imports

Published 18 Oct 2026 · Access One