Google launched a new report in AdWords to help you measure interactions that take place before a click-through for video ads, display ads built with the Display Ad Builder, product extensions and location extensions.
To access the report, select "Free clicks" view within the Dimensions tab. If you don't see, you can enable it by clicking arrow button next to your existing tabs above your performance table.
Here, you'll find stats on actions your customers take without having to click through to your website. To distinguish them from clicks that you pay for, Google labeled them "Free clicks" and kept them separate from the paid clicks listed in other tabs.
Campaigns or ad groups with a high number of free clicks may mean that your ads are performing better than they appear to be elsewhere in your account. A high free click rate may indicate ads that your customers find useful without needing to visit your website.
For e.g., getting directions to your store (via a location extension ad) may be all your customer needs to instigate an in-store purchase. Conversely, video ads that have low play rates may indicate a creative change that needs to take place to keep customers engaged.
[tags]display ad builder,ad groups[/tags]