gpilling - 10:31 am on Apr 26, 2013 (gmt 0)
We were off it for quite a while, then did some more dabbling and noticed an uptick in phone calls. So while we did not get the user clicking on the ad and making a transaction, we did get a user clicking on the ad and making a phone call - which resulted in a sale a large part of the time.
I agree it is quite complex now. You can test by turning it on and off (its a crude test for sure) and see if your phone call volume changes. Our phone call volume changed noticeably with retail customers. Wholesale customers, no.