Harnessing Google's AdWords and Analytics
Google Analytics is a web service that provides statistics and basic analytical tools for marketing purposes, and can be integrated with AdWords.
Together, both AdWords and Analytics provide important information, although independently – they don’t provide the full picture. This outlines the importance of linking the two measurement tools; to help you get the most out of your advertising.
The underlying benefit of this link is that it presents powerful information to show where you should be spending your money, based on return on investment data.