Dialpad shows every call. Your ad accounts still can't see which ones became customers.
Dialpad's integrations page lists Salesforce, HubSpot and Zendesk, but nothing for Google Ads, GA4 or Meta. So your campaigns learn from taps on your number, not from callers who hired you. We subscribe to Dialpad's own call events, collapse the extra call legs that department routing creates, and send only real new-customer calls back to Google and Meta.
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Dialpad · what breaks
What goes wrong when Dialpad answers your phones
- 01
"Google says we got 60 calls. We booked eight."
Google counts taps on your number or calls past a set length. Your Dialpad mainline also takes vendors, current customers and robocalls, and Smart Bidding spends to find more of them.
- 02
"One call shows up twice in our reports"
When a call hits a Dialpad department or call center, Dialpad creates two calls: one from the caller to the group and one from the group to the operator. Push both into a CRM or a Zap and every ad call counts twice, so cost per lead looks better than it is.
- 03
"Meta has no idea anybody called us"
Someone sees your Facebook ad, then dials. That call never touches the Pixel, and Dialpad's integrations page lists no Meta connection, so your campaigns keep optimizing for page views and form fills instead of the callers who book.
- 04
"We can't tell the ad number from the Business Profile number"
One Dialpad number sits on the website, Business Profile, trucks and ads. Dialpad shows who called and who answered, not which channel paid for the call.
Dialpad · the fix
What changes after we fix it — Dialpad
Google bids on the calls that turned into work
Ad and website calls ring a Google forwarding number into your Dialpad line, and the ones your team qualifies are imported back with a value, so bidding learns from paying customers.
Meta finally hears about phone leads
Qualified Dialpad calls go to Meta's Conversions API as Lead events with action_source set to phone_call and a hashed caller number, so lead campaigns can look for more people who pick up the phone.
One honest count per caller
Department operator legs and transfers collapse into one lead on Dialpad's entry_point_call_id and master_call_id, and repeat callers are matched on their number, so your cost per lead stops flattering the campaign.
Dialpad · architecture
What Dialpad actually lets you hook into
No ad-platform integration on Dialpad's integrations page, but a solid event layer. Everything below is from Dialpad's own API reference and help center.
- 1
Call event subscriptions
Webhooks that fire at each stage of a call: calling, ringing, connected, missed, voicemail, hangup and more. You can limit a subscription to chosen call states and scope it to the whole company, an office, a department, a call center or a single user.
- 2
Signed payloads
Give the webhook a secret and Dialpad sends each event as a JWT signed with HS256, so the receiving server can reject anything that didn't come from Dialpad.
- 3
Call data that fits Google's import
Call events include direction, external_number (the caller on inbound calls), internal_number (the Dialpad number dialed), date_started in UTC Unix milliseconds and duration. Operator legs carry entry_point_call_id and transferred calls carry master_call_id, which ties the legs together.
- 4
Zapier triggers
Dialpad's Zapier app has Call State Changed and SMS Created triggers. Dialpad limits it to certain plans and licenses, so we confirm yours. Fine for logging; the direct webhook is better for conversions.
- 5
Call dispositions and labels
Call events can carry dispositions, but whether your team uses them depends on your plan and setup, so we confirm whether you have them. The API can also add labels to a call.
Dialpad · diagnose
Where Dialpad call tracking breaks, in diagnostic order
Start with double counting: Dialpad's call legs inflate numbers more often than calls go missing.
- 01
Count records per real call
Ring a department once and count the events and CRM entries. More than one means no dedupe.
- 02
Check where your call assets forward
Google only imports calls that came through its forwarding numbers. A call asset showing the raw Dialpad number can't be matched.
- 03
Check the time zone on imports
Dialpad stamps calls in UTC Unix milliseconds. Google's import reads call start time in the time zone you set, so a file without the right one shifts every call and the matches fail.
- 04
Check event order
Dialpad's docs say events may arrive out of order, so rules have to sort on event_timestamp.
- 05
Check what counts as qualified
If every connected call becomes a conversion, bidding learns from vendors and existing customers.
Dialpad · prove
The QA evidence — Dialpad
Run on live calls through your real Dialpad routing, not a test number that skips the department.
Source of truth
Dialpad's own call records: inbound calls by date with caller number, Dialpad number dialed, start and connected times and disposition where you use them, joined to won jobs in your CRM
- A test call through a Google call asset, confirmed in Dialpad and as one imported conversion in Google Ads.
- A test call from a Meta ad, confirmed in Events Manager as one Lead event with action_source phone_call and a hashed caller number.
- A department call confirmed as a single lead in every destination.
- Vendor, spam and existing-customer calls confirmed absent from the primary conversion.
- Qualified calls reconciled record by record against Dialpad across a closed window.
- Repeated 30 days later and after any change to Dialpad routing or numbers.
Dialpad · free audit
What we check in the free audit
- Count records per real call
- Check where your call assets forward
- Check the time zone on imports
- Check event order
- Check what counts as qualified
Checked against
Dialpad's own call records: inbound calls by date with caller number, Dialpad number dialed, start and connected times and disposition where you use them, joined to won jobs in your CRM
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Dialpad · when not to buy
When you don't need this on Dialpad
Some Dialpad accounts don't need a server pipeline, and we'll say so on the call.
- If you don't run paid ads, Dialpad's own analytics covers call volume and missed calls.
- If almost every lead comes through a web form and the phone is mostly existing customers, fix form tracking first.
- If your only paid channel is Local Services Ads, Google charges and reports per lead inside that account, so there's little to import.
- If you get a handful of calls a month and your call assets already use Google forwarding numbers, a weekly manual upload of qualified calls from your Dialpad history to Google Ads may be all you need, and we'll show you how.
Dialpad · what we deliver
The event map on Dialpad
Call button tapped
Browser-side tel: click, recorded in GA4 for reporting only. Never used for bidding.
Inbound call connected
From Dialpad's connected and hangup events on inbound calls, one per entry-point call. Outbound calls, operator legs, internal transfers and callers already in your CRM are excluded.
Missed call or voicemail
Logged from Dialpad's missed and voicemail states so you can see demand you lost. It only becomes a lead once someone reaches the caller.
Qualified call
The primary conversion: a new caller marked as a real prospect, through a Dialpad disposition where your plan has them or a stage in HubSpot or Salesforce. Spam, vendors and job seekers stay out.
Job booked or matter opened
Pulled from your CRM or job software with the quote or retainer value attached.
Paid
Collected revenue attached to the conversion from your CRM or job software, so return on ad spend reflects money in the bank, not quotes.
Written guarantee
95%+ tracking accuracy
Measured against Dialpad's own call records: inbound calls by date with caller number, Dialpad number dialed, start and connected times and disposition where you use them, joined to won jobs in your CRM. Miss it and we keep working at no cost.
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FAQ
Dialpad questions, answered
Dialpad's integrations page doesn't list one. It names Salesforce, HubSpot, Zendesk, Gmail and Google Calendar, but no ad platforms. The link is built from Dialpad's call event webhooks and Google's call conversion import.
A phone call isn't a browser event, so the Pixel never sees it. Qualified Dialpad calls go to Meta's Conversions API from a server instead, sent as Lead events with action_source phone_call.
Dialpad's developer docs say a call to a department or call center creates two calls: an entry-point call and an operator call. A transfer adds another call, linked back to the first by master_call_id. We collapse them on entry_point_call_id and master_call_id.
Not necessarily. The webhook pipeline doesn't depend on dispositions, though we confirm your account can use Dialpad's API. Without dispositions, qualification comes from your CRM.
Not by itself, because a call doesn't carry a click ID. Google matches imported calls using its forwarding numbers, the caller's number and the call start time, so the forwarding numbers have to be in place first.
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See which of last week's Dialpad calls your ads paid for
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