For many companies, measuring click-through rates (CTRs), cost per click (CPC), and conversion rates supplies enough data about their website. But if you run a sizeable paid search program, then you want to step beyond the limitations of your web analytics tools. You can do more advanced analysis either by pulling data out through your search engin

the middle box, is data from the search engine

It will also fill some major gaps in your analytics tools, such as answering why you have so much Direct Traffic (could be your offline campaigns!).