The Google Ads reports give you post-click performance metrics for users who clicked on your Google Ads ads and then came through to your website, or installed and started using your mobile app. These reports provide a window into your users' Acquisition-Behavior-Conversion (ABC) cycle: how you acquire users, their behavior on your app or site after acquisition, and their conversion patterns. By default, the Google Ads reports show valuable ABC metrics from both Google Ads (e.g., Clicks) and Analytics (e.g., Bounce Rate), providing you with additional insight into which advertising strategies are working well for you, and which ones could be improved.
The value for the Source/Medium dimension for traffic originating from Google Ads ads is google/cpc.
Use the Google Ads reports to see what outcomes occurred as a result of users clicking on your ads.
For example, which campaigns are most effective at driving conversions (tracked via the Goals you have defined in Analytics) and revenue? Look at conversion rates and revenue in the Google Ads Campaigns report.
Look at the Google Ads Keywords report to analyze the effectiveness of each keyword you bid on. The Google Ads Hour of Day report can give you insight into the best times of day to target your Google Ads campaigns.
Are your landing pages properly paired with your ads? If you see high bounce rates for certain landing pages in the Google Ads Destination URLs report, you may wish to redesign the pages (or rewrite the ads).
To quickly act on the insights you generate from a report, just click on the Google Ads logo next to the campaign. This will take you straight into the corresponding campaign in the Google Ads interface, provided that you have access to the Google Ads account containing that campaign.
Note: Currency conversion in the Google Ads reports
If your Analytics view uses a different currency than your Google Ads account, Analytics automatically converts the Google Ads cost data to the Analytics currency, using the exchange rate at the midpoint of the reporting time range. For example, if you've selected January 5th to 19th, Analytics uses the exchange rate from January 12th. This Google Ads cost data is used in the Analytics metrics Cost, CPC, and ROAS.