I recently hosted a Hangout On Air for Google Partners and wrote a post on Search Engine Land about how you can get better results in AdWords by using data from Analytics. In AdWords, you are usually limited to seeing only data about how many clicks turn into conversions and at what CPA. By adding Analytics data to the mix, it’s possible to gain insights into WHY some clicks turn into customers and others don’t. You can also use Google Analytics to do attribution modeling to better understand how PPC ads contribute to the success you may be seeing in other channels.
Read the complete article about using Analytics and AdWords together on SearchEngineLand.com or watch the video from the session I hosted for Google Partners.