Google has been making several changes, though subtle, in its AdWords front of lately, the latest being amalgamation of two separate metric parameters into a single parameter on AdWord’s Mobile Click to Call. Google made this announcement in a Google+ post and justified this step by calling it an endeavor to persuade feedback’s from scores of advertisers making use of Google AdWords. Until now, there were separate categories for ‘Mobile Click to Call’ and ‘Mobile Phone Calls’ appeared as two different categories.
However, after the implementation of this latest announcement from Google, both these categories would now be replaced by a single category containing both the parameters. This new category would be labelled as ‘Mobile Clicks to Call’ in AdWords reporting, thus making the category of ‘Mobile Phone Calls’ obsolete. Google said that these changes would be brought into implementation from 29th of September, 2014.
Google further added that after materialization of this merger of two categories, existing mobile click to call data would be affected along with historical performance data. One would have to wait for practical application of this change in order to gauge its affect and feedback from advertisers which have been using Google AdWords for their businesses.