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To understand the full value of mobile, you must take into account:
A) App downloads, calls, store visits, cross device conversion, mobile conversions
B) Cross device and mobile conversions
C) Mobile conversions
D) Utilization of mobile ad formats, extensions, app and mobile site design best practices
Explanation:
Measure the Full Value of Mobile by taking into account the different conversions that a mobile user could generate for your business (e.g., converted clicks on your site, cross-device conversions, calls as conversions, website call conversions, app downloads and in-app conversions). Because Onsite conversions are just one part of a mobile user’s potential experience with your brand.
Read more here: https://support.google.com/adwords/answer/6167155?hl=en