Last week Google released a new report for AdWords accounts and it could encourage you to rethink how you are advertising on the Web.
The AdWords Search Funnels reports provide advertisers with some very valuable insights into what advertisements consumers see during the process of shopping or product research. The reports are currently in beta, but will help paid search marketers gather key information about what AdWords ads are contributing to a conversion and which "upper-funnel" keywords are assisting conversions.
Up to this point, conversions were attributed to the last click of an end-user. The problem is that advertisers don't know how much time passed since the first time that customer/client clicked your ad or how many other ads were seen. The Search Funnels report will show how keywords and campaigns work together to get conversions and the sequence of ad clicks and impressions. The data is generated from users conversion path.
Over the next few weeks, the Search Funnels beta will be rolled out gradually to all accounts in the 'Conversions' section under the 'Reporting' tab. To activate them, you must either have AdWords Conversion Tracking running or import goals or transactions into AdWords from Google Analytics. Also keep in mind that Search Funnel data is limited to search ads showing on Google.com, for ad impressions and clicks within 30 days of the conversion.