Coversion tracking is the most common tool for tracking how well your advertisement campaign is doing in regards to generating leads, email sign ups or calls. If Adam’s website allows customers to call the business directly from their smartphones, he can use the conversion tracking tool to track the number of times a call is made. To get started Adam will have to click on the tab Tools and Analysis and select Conversions from the drop down menu, then click on +Conversions to button to create a conversion. Adam will then be prompted to fill out a form to help adwords generate a HTML code that he will paste into his website. Finally, Adam will have to manually insert an “onclick ” HTML tags into the website code. Adwords will now be able track the number of calls received from a smartphone.