Adam, a flower shop owner, wants to drive phone calls to his store. Which Adwords tool should he use to track how many calls result from ad clicks on a mobile phone?
Correct Answer
Conversion tracking
Why is this the correct answer?
Adam should use Conversion tracking to measure how many calls result from ad clicks on a mobile phone. Google Ads conversion tracking can record phone calls as conversions when a user clicks a call extension or call-only ad from a mobile device. By setting up call conversion tracking, Adam can see exactly how many phone calls each campaign, ad group, or keyword generates — giving him the data needed to optimise his campaigns toward the actions that matter most: phone enquiries to his flower shop.
Why are the other options incorrect?
Search terms report
The Search Terms report shows which queries triggered ads — it does not track phone calls or conversions of any kind.
Impressions
Impressions count how many times an ad was displayed — they measure visibility, not phone call actions. Impressions cannot tell Adam how many calls his ads generated.
Reach and frequency
Reach and frequency are Display Network metrics measuring how many unique users saw an ad and how often — not relevant to tracking phone calls from mobile ad clicks.
Real-World Example
Adam sets up call conversion tracking with a minimum call duration of 30 seconds to filter out wrong numbers. After one month, conversion tracking reveals that mobile ads for same day flower delivery generate 3x more calls than his desktop ads — prompting him to increase mobile bid adjustments by 50% and grow monthly phone orders by 40%.