Google has introduced a new set of Adwords reports for its Google Analytics service.

Writing on the Inside AdWords blog, Miles Johnson said that the data contained in these reports is intended to help users of the pay per click marketing service in tracking what happens after a user has clicked their ad.

For example, they will allow marketers to see if potential customers who searched for their exact keywords were more engaged with their website’s content than those who used broader terms by viewing visits from clicks on precisely-matched ads for any keyword, ad group or campaign.

They will also be able to see how many pages were visited by these users and the average amount of time they spent on the site.

Mr Johnson said that using funnel reports in Google Analytics can even highlight the specific point in the purchasing process where visitors "tend to drop off".

He added that the new AdWords reports will be rolled out to account users over the next few weeks.

Earlier this week, Google officially unveiled a new look for its main search page. The updated version includes a side panel featuring tools developed using its Universal Search, Search Options and Google Squared technology.

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