Google Analytics metrics could be available in Adwords

A desire of most Adwords users has always been to be able to view the main Analytics metrics directly in the Adwords interface.

Although for some time Adwords and Analytics accounts can be linked, changing tabs in the browser only to see specific data about a campaign, keyword, etc. it is quite annoying and impractical.

According to a post by Periscopix (I recommend following the blog of this agency!) corresponding to July 12, Google could be trying to incorporate this option within "Customize columns":

Once there we would see the option of "Google Analytics" and the metrics that we can include between the data columns of our Adwords interface.

Being able to visualize these metrics directly in Adwords will help us to know much better the real value that the keywords of our campaigns provide, since although a keyword may not be having good conversion results, it could in turn be having very good values time spent on the site or perhaps a very low bounce rate.

Together with the recent integration of Website Optimizer within Analytics, it is more than clear that Google's short-term plan is to integrate much more all its services and tools.

The guys at Periscopix admit that currently they can only view this option in one of their accounts and I personally don't see this option in any of mine, however I am looking forward to it!