In AdWords, a conversion is used to track if your ads are leading to sales, leads, app downloads (or pretty much anything you can think of). But what about phone calls to your business?
Imagine someone searches for your services or products on Google, clicks on your ad, ends up on your landing page and picks up their home/office phone to call you. You'd have no idea if your AdWords campaign led to call.
Of course, you could manually track these and import them into AdWords, use call-only ads, or ad extensions, but this isn't what this article will focus on.