Starting this week, calls from location extensions can be counted as conversions once advertisers enable account-level call reporting. The default length of a call that will be counted as a conversion is 60 seconds, and advertisers can change that value at any time based on your business goals.
Michael Russo, Product Manager Google Ads at Google says measuring calls that last over a certain duration can be a helpful indicator of which campaigns, ads, and keywords are driving the highest quality interactions with customers.
Call and message will be added to reporting to the main extensions tab in Google Ads. Advertisers can now see how individual extensions are driving results from phone calls and messages, and review new metrics like phone-through rate and chat rate to optimize the performance.