Search Funnels are now “Attribution” in AdWords
Advertisers use Search Funnels in AdWords [http://goo.gl/qXyJxI
] to examine and analyze customer conversion paths. For example, the Search Funnels reports show how often more generic keywords, like “mountain bikes”, lead to conversions that eventually happen through other, more specific keywords, like “best mountain bikes under 500 dollars”.
With more advertisers moving beyond last-click attribution, we’re renaming Search Funnels to “Attribution” and adding it to the Tools menu, making it easier to discover and access the reports on a recurring basis.
We’ve also refreshed the interface for Attribution to make the individual reports easier to use. Some of the reports you can find in Attribution are:
+The Top Paths report, which shows you the conversion paths of your users across all Google.com search interactions
+The Assisted Conversions report, which tells you how often a particular campaign assisted conversions through other campaigns (rather than being the last-clicked campaign)
+The Attribution Modeling Tool, which allows you to compare different attribution models side-by-side
We hope these changes make Attribution easier to discover, access and use in AdWords. To learn more, visit the AdWords Help Center: http://goo.gl/qXyJxI#updates #attribution