It's time for another look at the Good, the Bad and the Ugly of analytics and reporting.  Today, I wanted to write about the Good -  in this instance one particular report that is the product of the marriage of  Google AdWords data with the functionality and reporting pizazz of Google Analytics.   This great report is the AdWords Keyword Position Report. Assuming you have correctly linked your AdWords account with your Analytics account you will be able to dive into this treasure trove of information right now. The Adwords position report tells you what position your ad was in when it was clicked on.  You then can segment out this position data by conversion, bounce rate and time on site.  The reason this is good should be semi-obvious...being #1 in the paid results is a great thing for click volume but it is not a great quality filter. Discerning, deep diving browsers looking for real answers to their pain points will look for the ads beyond those in the top positions.  Thus, this report will help you get some additional mileage out of your PPC campaigns as you begin to do your homework, understand the qualitative differences between clicks and plan an overall PPC strategy for max coverage (impression share) in the position (bid rate) that is most aligned with your business goals. To get to the Keyword Position report within AdWords, click "Traffic Sources" > "AdWords" > "Keyword Positions" Good luck!