About the Cost Analysis Report
The Cost Analysis report shows session, cost, and revenue performance data for your paid marketing channels. The report compares the cost of each campaign with its associated revenue (from ecommerce and/or goal value) to calculate ROI (Return on Investment), RPC (Revenue per Click), and Margin. These metrics let you quickly see how each initiative performs.
The report shows metrics for "google/cpc" (AdWords) and any other channel for which you upload cost data. For example, the report will display cost and performance metrics for non-Google search engine campaigns and keywords if you upload the associated cost data. AdWords data appears as long as your AdWords and Google Analytics accounts are linked, and the AdWords cost data has been imported to the view you're looking at.
Learn how to upload click and cost data.