Measuring Results with Google’s Conversion Tracking Code
Optimizing Google AdWords campaigns can only be done with proper metrics. If you do not have the numbers to examine, there is no way to know if you are hitting your goals, or even what keywords and ad copy are helping you reach those goals.
Therefore, for every goal you set, you need to find a way to measure it. This may lead you to institute phone call tracking, FeedBurner for RSS tracking, Google Analytics for page views per visits, or other software as necessary.
Google offers a conversion tracking script you can institute that will add conversion metrics to your AdWords account. Once you install the conversion tracking code, you will be able to see cost per conversion (CPC), total conversions, ...