Ad Extension Clicks - UI vs Reports

[Stacie Waleyko]

Hello,

When I click the ad extensions tab I can see how many clicks each extension/feed item got. Here is what I see for my call extensions:

Does this mean the actual call extension part of the ad (the phone number) got clicked, or does it mean that an ad that has a call extension was clicked? I downloaded some reports that lead me to believe it's the latter.

Here's the placeholder feed item report for the 2 phone numbers/feed items:

"Call Extension Performance Report (Jan 20, 2015)"
Impressions,Clicks,Click type
3,1,Headline
2,0,Phone calls

It looks like the click I see in the UI is a click to the headline part of the ad. I also downloaded the click performance report for that day and all the clicks were on the headline:

"Click Performance Report (Jan 20, 2015)"
Campaign ID,Ad group ID,Keyword ID,Ad ID,Network,Google Click ID,Click type,Device
288566942,14353479062,11854670,50091592502,Search Network,CI2imse8o8MCFUGUfgod8VcAHQ,Headline,Computers
288566942,14353479062,48890991,50091592502,Search Network,CJXryc_Jo8MCFUJsfgodqRQA6g,Headline,Computers
288566942,14353479062,11854670,50091592502,Search Network,CIyes_XTo8MCFU06gQodel0AGg,Headline,Computers
288566942,14353479062,15167070,50091592742,Search Network,CIH-wO-hpMMCFZU0aQod9wgAUg,Headline,Computers

If someone clicked on the call extension/phone number part of the ad would the click type be CALLS / Phone Calls (as per the reporting documentation)? There isn't anywhere on the UI where I can view the clicks to the actual extension part of the ad is there?

I also have a question on the placeholder feed item report that I downloaded. I understand that impressions are sometimes double counted because an impression can have more than one click type. If I am reading my report correctly there were 2 impressions that had both headline and phone call click types, and one impression that had just a headline click type. How can you have an impression with a call extension that only has a headline click type? Is this an impression that shows a non clickable phone number? Maybe an impression for a computer?

Thanks,

Stacie

[Stacie Waleyko]

I went back to the docs again and found clarification that the clicks do not necessarily refer to the extension part of the ad.

"The stats in the row for sitelink X show all clicks and costs when X was shown. This includes headline clicks on X, as well as clicks on other sitelinks and other ad extensions (e.g., a call extension) when X was also shown. To see the clicks/costs/etc. for just sitelink X, use segment "IsSelfAction", and look at the "This extension" rows." I assume this applies to extensions other than sitelinks.

[Josh Radcliff (AdWords API Team)]

Hi Stacie,

Yes, that's correct -- the IsSelfAction field has the same meaning for all extension/placeholder types, not just sitelinks.

I think you've answered all of your original questions, but let me know if anything is still unclear.

Thanks,

Josh, AdWords API Team

[Stacie Waleyko]

Thanks for the reply Josh! It's good to get confirmation from someone on the AdWords team. I also found that in the UI I can select "click type" as a segment and that will show how many clicks the actual extension part of the ad got. That's helpful for us since we use the UI to double check reports during development.

Stacie