1. Depending on the report, the terms can be from paid ads (inside the AdWords Reports are the documentation of your most important ad metrics that can show you how you'), or from Google refers to people clicking on a free link from a search results page. For example, people c search The number of times your ad achieved an outcome, based on the objective you selected. "Cou (inside the Search Console reports). 2. If your website has an internal search function you can configure the Google Analytics can be configured to track people using your website’s internal search reports to show the particular terms people are using as they search your website.