The content targetting (if you use any) can be seen in your logs (and perhaps in your reporting) like this [pagead2.googlesyndication.com....] If you check your logs manually you will see that in the expression after this you can even see from which content site the click was generated. I guess that "standard" reporting packages do not show that level of detail (mine doesn't)
My 2cts.
If you are still interested in finding more information about Urchin and Tracking, you may want to check out [help.urchin.com...]
Cheers,
Lydia