AdWords offers rich and detailed reporting to help you analyze ad performance and get the most out of your investment. For example, you can find out where your most valuable clicks are coming from and use that data to set up regionally targeted campaigns. You can also analyze how your website visitors using different devices (such as tablets versus mobile) convert and make adjustments to your campaigns based on trends you observe. Successful advertisers review their reports regularly and react to the traffic and conversion patterns. This chapter highlights some of the key reports to pay attention to as well as ways to react to the data to maximize your ROI.