Analyzing Google AdWords Ad Extensions Data

[Instabill]

I recently began implementing ad extensions to my Google AdWords campaigns. After viewing the data, I was uncertain of what it meant. Below are the questions I am hoping the MOZ community can answer for me.

1. Cost of Extensions
Are ad extension costs part of the overall campaign costs?

Let us say that I spent $1,935.86 on Campaign A in the month of July. The Ad Extensions tab says that I spent $372.37 on sitelink extensions for Campaign A and also in the month of July.Is the $372.37 I spent on sitelink extensions part of the overall total of $1,935.86 I spent on Campaign A in July?

2. Phone Call Conversions
Why does the Campaigns tab say that I have fewer phone call conversions than the Ad Extensions tab?

When I view my campaign data in the campaigns tab, it says that I have had 4 phone calls and 0 phone call conversions. However, when I click on the Ad Extensions tab, it says that I have had 9 one-per-click conversions and 14 many-per-click conversions. Why the discrepancy?

3. Social Extension Conversions
What constitutes as a conversion using the social extension?

I linked my five AdWords campaigns to my Google+ page and the data says I have had 88 clicks and five conversions. How does a click turn into a lead through my Google+ page?

4. Questions on Dynamic Search Ad Extensions Likely to Come
I setup dynamic search ad extensions today, but have no data to analyze yet. However, I am sure questions will ensue. Based on the questions I have asked above, what information can you tell me about dynamic search ad extensions?

[BrightHealth]

Hey, good questions.

1. Yes, that $372.37 is part of the total campaign's spend of $1,935.86

2. Phone call conversions only count if the call is 60 seconds long or done through a mobile phone for a click-to-call. Other conversions you're seeing simply indicate the phone number being displayed on the regular text ad in which the user clicks the ad and converts, in cases multiple times.

3. Same as the phone extensions, the social can be attributed to the association — OR — it can indicate someone +1'ing your company straight from the ad. Dig into the segmented extension data to break out what is what.

4. For dynamic, just make sure everything is logically set up and laid out. Dynamic campaign, dynamic extensions, dynamic ads. Just be ready for different data and possible skewing,