Basic ROI and Conversion Tracking
Conversions can be sign up, sales, leads or pageviews

ROI is ROAS – Return on Advertising Spend
The Report Center can show you Profit (Sales rev less adwords costs)
Divide by Adwords Costs to get Adwords ROI
Cost per Acquisition (CPA) is a popular alternative
Conversions happen on sale completion, lead generated, downloaded PDFs, newsletter [...]

Account Navigation Overview
1. Campaign Management: Get a summary of your account’s performance, find useful tools for managing your campaigns, and edit your campaigns and ads through this tab. Sub-sections: Campaign Summary , Tools, Conversion Tracking, and Website Optimizer.

2. Reports: Create detailed reports on your account’s performance. Sub-sections: Report Center and Create Report.
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Display URL: AdWords ads include a display URL. For example, the display URL in the ad below is ‘www.books.com.’ • Indicate who owns the destination URL, but does not need to match the actual destination URL of the landing page exactly. • Appear to be a viable website address. It must include the appropriate extension [...]