As ads become more interactive, you might want to know how they'll impact your business's key metrics like clicks, click-through-rates and, most importantly, conversions.
Google've added a new report to AdWords account that allows you to measure the performance of each click type you're using. You can access new click type report in Campaign, Ad groups or Keywords tabs. Select "Segment" then "Click type."
With this added data, you'll now have ability to compare performance of each click type side by side. If certain click types perform well for your business, you may want to consider expanding them to other campaigns. Comparing click types by campaign, ad group or keyword will also highlight areas that need work.