Even if they don't use it from their side to maximize the efficiency of displaying ads, they want you to use it to maximize your AdWords performance and/or AdSe

Even if they don't use it from their side to maximize the efficiency of displaying ads, they want you to use it to maximize your AdWords performance and/or AdSense revenue. They make it easy to link your account to your AdWords/AdSense account so that you can run tests and reports.