Understanding how visitors who have clicked on your ads interact with your products and services is vital to optimizing to your marketing campaigns. Some of your campaigns might generate low quality visits and bring users that immediately leave your site. You have an opportunity to analyze this behavior and optimize to ensure that you are focusing your spend on visitors that are interested in your website.
You can analyze AdWords visitor engagement either in Google Analytics directly, or by customizing your column views in AdWords to include Google Analytics data. In order to see AdWords data in Google Analytics, you will need to have first linked your accounts.