What are Search Funnels?
Currently, conversions in AdWords are attributed to the last ad clicked before the conversion happened. However, it's likely that customers perform multiple searches prior to finally converting.
In addition to a Top Conversions report, Search Funnels consists of 7 reports including Assisted Conversions, First and Last ClickAnalysis, Time Lag, and Path Length. Take a look at this video giving an overview of the new reports, and at the
AdWords blog post to learn more.
How is this useful? Search Funnels data gives you more data to help you gauge the true value of your keyword and ads in AdWords. By showing whether an ad was shown prior to a conversion and whether it was clicked or not, they help you analyze assist relationships. For instance, find out whether generic keywords actually contributed to conversions occurring from a branded keyword search, and vice versa. You're no longer limited to a last-click perspective in AdWords.
Take a look at the
AdWords help center for a complete description of the new reports and metrics. These reports are currently in beta, and again, they'll be available in your AdWords account over the next few weeks. Bravo AdWords!
Posted by Jeff Gillis, Google Analytics Team
