Google Analytics for Measuring and reporting marketing campaigns
You clicked here because you want to use the Google Analytics to better your Adwords campaign. While both are very good tool, they are better together.
Below is what Google Adwords Support Team advice
A Guide to Using AdWords with Google Analytics
Both AdWords and Google Analytics offer insights into the performance of your campaigns, and those insights get better when you use GA + AdWords together. Improve your bidding, messaging and performance through these analyses.
Pull Google Analytics Metrics Into AdWords for Deeper Insights
1. Import goal completions and ecommerce transactions.
Why: You can perform richer analysis on customized analytics goals (including microconversions), and then optimize to those GA goals right in AdWords.
2. Create custom remarketing lists.
Why: Create highly-specific remarketing lists based on pages viewed, goal completions or other GA segmentations.
3. Use Smart Lists to automatically group your site users that are most likely to convert.
Why: Reach engaged (but not yet converted) users of your site without needing to segment those audiences yourself.
4. Understand which Adwords campaigns, ads or keywords drive on-site engagement.
Why: Conversions only tell part of the story. GA tells you more about how users engage with your site, and the keywords that do (or don’t) bring them in.
5. Monitor ‘% new sessions’ to learn which keywords attract new users.
Why: Spotting new users from AdWords tells you how to focus your efforts, especially when they’re coming into contact with you for the first time.
Analyze AdWords Performance in Google Analytics
6. Auto-tag your ads.
Why: Auto-tagged ads generate more richly-detailed GA reports.
7. Segment behavior to understand your AdWords target audience.
Why: Discover the right messages and landing pages for each kind of user.
8. Layer GA’s secondary dimensions onto your AdWords-specific reports.
Why: Secondary dimensions help you see which devices, keywords, placements and more drive high-quality users.
9. Use AdWords Secondary Dimensions in GA Reports.
Why: Find AdWords-specific insights using any of your favorite reports in Analytics— insights that can improve your account’s performance.
10. Use Benchmarking to see how your site stacks up to the competition.
Why: See what’s possible in your industry and how your own desktop and mobile sites compare.